What Social Media Followers Want
Why do people become fans of your organization, or any brand or organization for that matter? A December 2009 MarketingSherpa survey indicated that learning about specials and sales was the top motivation of those who friended or followed a brand online. Learning about new products, features or services closely followed as motivations.
Reasons for Friending or Following Companies Through Social Media
| Learn about specials and sales | 64% |
| Learn about new products/features/services | 62% |
| Entertainment – funny or insightful | 35% |
| Learn about company culture, workers’ policies | 30% |
Source: eMarketer Daily
This table serves as a good guide as we think about what to post on our Facebook Wall or Tweet to our followers. Social media followers are among your most loyal fans. What are you offering them? The number one reason according to this research is that fans are looking to “learn about specials and sales.” Are you offering special promotions or discount codes to your Facebook followers? Why not? If your organization is not discount driven, perhaps you offer a small promotion or value added opportunity. Certainly it is worth testing with a unique promotion code.
The second reason people become a fan is to “learn about new products/features/services.” Are you posting the latest news and information about your programs on your wall? Good reviews, feature stories, season announcements, lecture and education programs, galas etc. Your Facebook fans want to know is going on at your organization and you need to be providing that level of information.
The third item is fans are looking for funny and insightful bits. Carnegie Hall has been posting quizzes where the first fan to respond wins tickets. New York City Opera recently posted some funny old YouTube videos featuring opera and some entertaining opera quotes.
The final item is that fans are looking to lean more about the company culture and become a real insider. Is the tone of your posts institutional or personal? Can your tone become more personal? Can you show images from rehearsals? Mention that the creative team for a new project is meeting at your offices for the first time?
I think we all spend a lot of time thinking about what to post for our fans and this study is a helpful guide.
