What’s to Like About Facebook Business Pages?

Elaine Gantz Wright is a social media coach — providing the practical tools you need to survive and thrive in the brave new media world — listener, writer, blogger, speaker and mom. Contact her ellagantz@sbcglobal.net

What have you always wanted to know about social media but were afraid to ask? Register for Breakfast and Blogs, a very social session with Elaine to find out. Start off your New Year with real social media sizzle. Email or comment to reserve your place. First 10 are FREE and $10 after that – Thurs., Jan 13 or Fri. Jan. 14 — 9:30 a.m.– 12:00 p.m. Location details in Dallas to come. Join me at the B &B.

I never thought I would be part of the blogging brigade— leading the social media charge. “How did I get here?” as David Byrne one asked. For heaven’s sake, I ran computer programs on punch cards in a box. I trie dto make some semblance of sense of those bleeding lines of purple Fortran code on the never-ending accordion-folded pale green and white-striped paper—in the bowels of the Vogelback computer cave at Northwestern. I remember thinking, “Geez, I’m a theater major. How will this stuff ever have a practical application in my life? I guess my life has been more Lennon-esque – what has happened while I have been busy “making other plans.”

But it’s still a hard place to be–as so many are still generally nonplussed about the power and process of integrating this brave new media communication phenomenon into their customer/donor-development strategies. “The moment we are living right now, this generation, represents the largest increase in expressive capability in human history, ” proclaimed NYU media guru, Clay Shirky, also a former theater major.

It’s hard to completely comprehend the full impact somewhere in time (more great music, sigh), but I predict this period in communication media innovation will assume milestone prominence in retrospect-–similar to the era of the printing press, the telephone, photography and motions pictures. Shirky continues, “A revolution does not happen when a society adopts new tools. It happens when a society adopts new behaviors.” Can you imagine life without the mobile phone?

So, as we begin to navigate and maneuver the tools that are quite literally redefining our relationships and behaviors, here are a few solid ideas for making the most of on of your core social media tools–your Facebook Business Page. Like it or not, Facebook is the new black. Remember, to maximize effectiveness and results you should carefully customize this list for you and your distinctive business objectives:

1. Create a personal service “direct line” to the brand and paint a personality that differentiates your business.
2. Respond to your customers quickly and personally to create authenticity and loyalty.
3. Provide notice of special events – with the ability to catch RSVPs—photos, videos and after-party conversation.
4. Post quizzes: In addition to providing fantastic engagement opportunity, your page is also a rich research resource. What’s your personal style? Why do you support programs to help the homeless? What three things mean most to you in the world?
5. Present special offers – one-day-only deals, Facebook-only bonuses, “Like” incentives.
6. Register for preferred customer email and coupons.
7. Create participation and passion around your preferred cause – feature the link on your page.
8. Post how-to videos, which might be a little wacky or unconventional – to ignite viral sharing.
9. Photos,photos, photos. Tag, tag, tag.
10. Subscribe to the tip or quote of the day – stat on homelessness, inspirational quote, green tip, how to tie a scarf, etc.
11. Feature links to blogs related to your business/organization – enhancing authoritative rank in organic search.
12. Sell gift cards – online with PayPal transaction.
13. Secret sales – “Skip lunch” or “Mimosa Mondays.”
14. Enter a contest to go to Vegas with our BFFs.
15. Highlight your customer of the day – tell the stories.

The list goes on – and the very best possibilities relate to your particular mission or customer, depending on your individual objectives.

Start writing down ideas, and watch how they be gin to flow . . . and join me at the B&B on Jan. 13 or 14, 2011!

The Price of Friendship?

Elaine Gantz Wright writes about optimizing social media, life, and spirit. Reach her at elgantz()yahoo.com

Each friend represents a world in us, a world possibly not born until they arrive.” ~Anäis Nin

Place on the Pyramid

When you Google “Facebook friend value,” the results are as myriad as searching for Obama. From .37, to $1, to more than $100. But really, what is the price of friendship, it’s true value— and what about it’s cost?

Clearly, we are still grappling with defining the intrinsic value of social media—trying to make a tangible assessment, a dry measurement, but it still eludes us. It’s “like trying to put spilled Jell-O back into a bowl with your bare hands,” as my dear friend Joe Teague used to say. The range of responses to the Facebook question embodies this challenge somehow, but I believe this conversation still misses the mark.

I loved what media guru (social and otherwise) Erik Qualman sought to qualify rather than quantify the role of social media in his live presentation to the Dallas Social Media Club last week. (#smcdallas) This is an interesting foil to his previous messaging. You’ve probably seen his seminal, statistics-sprinkled videos about social media. In socio-psychological terms, he posits that social media falls very near the base of Maslow’s famed “Hierarchy of Needs”—just above safety and security. According to Qualman, social media behavior fulfills our basic need for a sense of belonging and connection. Isn’t that priceless?

Still, his stats are staggering—here’s my top-ten list from the latest video:

1. Over 50% of the world’s population is under 30.
2. 96% of them have joined a social network.
3. Facebook now tops Google for weekly traffic in the U.S.
4. Facebook added over 200 million users in less than a year.
5. iPhone applications hit 1 billion in 9 months.
6. We don’t have a choice on whether we DO social media, the question is “How well we DO it.”
7. The fastest growing segment on Facebook is 55-65 year-old females
8. Generation Y and Z consider e-mail passé – some universities have stopped distributing e-mail accounts—
instead they are distributing: eReaders and iPads.
9. Social Media isn’t a fad, it’s a fundamental shift in the way we communicate
10. The ROI of social media is that your business will still exist in 5 years

So, one particular exploration of Facebook friend value caught my attention recently. Research firm Synapse has determined what the average Facebook friend/fan is worth — $136.38. They calculated this amount when they questioned 4,000 fans of 20 of the top brands on Facebook — including Nokia, BlackBerry, Victoria’s Secret, Adidas, Nike, Coca-Cola, Starbucks and McDonald’s — asking why they were fans of those companies or brands and about their past and future purchasing behavior. Other key findings include:

• On average, fans spend an extra $71.84 they would not otherwise spend on products they describe themselves as fans of,
compared to those who are not fans.
• Fans are 28 percent more likely than non-fans to continue using a specific brand.
• Fans are 41 percent more likely than non-fans to recommend a product they are a fan of to their friends.

You might be saying, “Hey, those companies are all retail, consumer-facing. What about B2B?” And you would be very astute. That’s true. It’s a little easier to connect revenue to engagement around sales of cell phones, underwear, tennis shoes, and food. But, the formula holds for other scenarios. My own experience with the REO Expo is a case in point. We managed to reach and even surpass our attendance goal of 1,500 earlier this month through a strategic, integrated cultivation of our target business audience, using Facebook, LinkedIn, Twitter, focused professional communities, and email marketing promotions.

To paraphrase Erik Qualman, change is the only thing that’s certain about today’s social media landscape. So, refresh, regroup, and eat your Wheaties.

In the meantime, how would you calculate the value of a friend?