You put up a Facebook Page for your law firm, and you busted your ass to get people to Like it. Now what?
Facebook is a funny little ecosystem. It’s the most-visited social network in the U.S. via PC (152.2 million visitors), mobile apps (78.4 million users) and mobile web (74.3 million visitors). In addition, approximately 17 percent of time spent online is on Facebook.
At the same time, only 16% of the people who Like your Facebook Page see your updates.
In other words, you’ve spent a ton of time and effort on building a Facebook Page only to see it get s fraction of the eyeballs you’d been hoping to get.
So you’ve got a bunch of Likes. Now, to paraphrase Seth Godin, whatcha gonna do with all them likes?
Bring Them Closer
A Like on Facebook is nothing more than an indication by someone that they’re OK with seeing your updates in their stream. It does not, however, give you a guarantee of being seen. That’s why you need to bring that person to your home turf.
Your email subscriber list is a place you own, and a domain over which you have total control. Send out periodic updates asking people to subscribe to your newsletter or opt into your email list. This way you’re protected if Mark Zuckerberg has a bad cup of coffee and decides to blow up Facebook.
Facebook uses an algorithm called EdgeRank to determine where and how often your updates appears in the stream of your friends; that’s not quite how it works with updates to your Page, but it remains instructive. The more often people interact with your content, the more likely it will be to appear next time.
So think about what people share on Facebook – kitten pictures and memes from George Takei. Why? Because these are bite-sized snippets of entertainment. Do the same for those who Like your Page and you’ll maximize your chances of being seen when you’ve got something important to talk about.
Mention Your Fans
One way to get noticed by someone on Facebook is to mention them (when you type in a status update, use the @ such as @Jay Fleischman to get the name to turn blue and a notification to go to the recipient). If you really want to show up in someone’s stream, mention them.
Beware, however, that spamming someone just to get noticed is going to have the side-effect of getting you blocked by the other person. Be sure you’re using this powerful tool for good, never for evil.
Share The Wealth
If you’re a bankruptcy lawyer and all you ever talk about is bankruptcy, nobody’s going to pay attention to you. The less attention paid, the less exposure you get. Bad all around.
Take the extra step of sharing information and updates beyond your area of practice. Your clients and potential clients are more than a single problem. Build on that and provide value – they’ll thank you for it.
Recognize The Limitations
Facebook is a platform, one that allows you to engage with people who care to read what you’ve written. But Facebook is not your platform, it’s one you’re borrowing in exchange for surrendering your ownership of data pushed through the pipeline.
Nothing you put into Facebook is yours, and you get to keep only that which you successfully remove from the platform. Your fans, Likes, shares … it’s all theirs.
Keep that in mind. Put in only what you can reasonably take out, and never forget that you’d better do something with all those Likes before Zuck does.