Why Build a Fan Page If You’re Going To Abandon It?

I see it EVERY DAY!  A fan page with few likes and zero activity.  I ask myself WHY?  Why do people pay to have fan pages created or create a fan page and then abandon it?  Because they take work!

The average business creates their fan page and makes posts that are little more than advertisements similar to what you would see on any other push medium such as radio, television, magazine, or yellow pages.  They just don’t “get” social media.  Social media is SOCIAL. Yes, I said it!  They need to interact with their potential client!  So, when their efforts don’t produce the desired results, they give up.  They abandon their fan page because their friends, business associates, and even their family don’t “like” their fan pages because they don’t want to be bombarded with constant ads.  Gee!  I wonder why?

fan page

Below, are just a few things you can do to get and keep your fans:

1) If you have a client list, friend them from you personal Facebook account.  If you don’t want to use your personal account, create a separate business Facebook account for clients, business associates, vendors, etc… to friend for this purpose.

2) Reach out.  If it’s their birthday, say happy birthday, if they post something funny, like their post, if you like their post and you share it, be sure to mention where you got it.  Everyone likes to feel special.  The more you interact, the more likely they are to interact with you and your fan page, trust you, and convert to a paying customer.

3) If these people have fan pages, like them!  If you are the first to step forward and like their fan page, chances are they may reciprocate and like yours.  If you interact on a regular basis on their page by liking and commenting on their posts, chances are they will do the same with yours.

4) Post relevant, but interesting posts about your industry, that are NOT about your company.  People liked your fan page because they are interested in your industry as a whole.  If you are a photographer, they want to know about photography, not just about the photographs you take.  Post interesting photos, really cool photographic facts.  Don’t make your fan page a yellow pages ad about your company.

5) Post more than once a day. This is the biggest mistake I see.  The way Facebook’s edgerank works if YOU don’t interact with a page or person, then you won’t see them regardless of how often they post.  There are other factors as well. You need to test the waters and determine when your fans are online.  It’s going to be different for each business.  There is no “cookie cutter” template that works for every business.  Post during different times during the day and see when your fans respond and be sure to interact.

These are just a few tips that could help you increase your fan count and your fan participation or “talking about this”.   If you want more tips on what you can do to increase  your fan page participation, subscribe to our blog.

Do you have tips that have worked for you?  We’d love to hear about them! Share them in the comment section below!

27 Replies to “Why Build a Fan Page If You’re Going To Abandon It?”

  1. Great post. Few suggestions but so significant. We should start using this mantra “Social media marketing is not marketing on social media”.

  2. I personally don’t have an issue with mixing my personal and business FB properties. I’m pretty much the same person however you know me!

    You do have to be careful with this though and think it through before you decide because you can’t just go around unfriending clients!

    Good post, lots to think about.

    1. Thanks Kittie!

      The only reason I put that in there about creating a separate account was because one of my clients wanted to keep her personal account completely separate from her business account. It’s also good from an administrative standpoint.

      I appreciate your feedback! 🙂

  3. Fabrizio I LOVE your mantra! I may have to use it when meeting clients. 🙂 Thanks for your continued support. 🙂

  4. Great post, Knikkolette. It is work to create an engaging presence with social media. I’ll play devil’s advocate a bit and say that I don’t believe all of these owners are slack. True, they don’t realize it takes time and energy, but sometimes, as with small business owners…they don’t have that time, or the funds to hire someone who can put the time in.

    I think a lot of people are lured in by marketers that don’t tell them that social media is a marathon, not a sprint.

    1. That’s a good point Mallie. These people have unrealistic expectations. Whether they received them from the companies creating the fan pages or from seeing the “big kids on the block” like Starbucks, Coca Cola, etc… fans aren’t going to magically appear and like your page without some work.

      You said it well, it is a marathon – not a sprint. 🙂

  5. So if you are a small business owner, or independent operator, how do you persuade those clients you’ve “friended” to also like your page? Getting people to accept friend requests is not that hard but getting them to like the page as well is battle. This is not something I’ve seen addressed in articles or webinars, but it’s a big problem for solo-preneurs.

    1. In my experience Judy, I’m there as a friend first. I interact with my clients with no expectations of them liking my page. I create lists on Facebook to ensure I interact with these people regularly. Once they see there’s no expectations, but truly just to be their Facebook friend, and if they see value in the content I post from my fan page (they’ve been lurking) they will “like” my page. Then as time goes on, if they continue to see value in the content I post, they may start to interact, or even share the content.

      The reason you don’t see it addressed in a lot of webinars and articles is because many of those are written and promoted by marketers who have crossed over to social media. As Fabrizio stated, Social Media Marketing is NOT marketing on social media.

  6. This is a great post, Knikkolette. And I love the conversation it started too. You have such an excellent approach. I think it’s so smart that you are there as a friend first and you build trust without any expectation. And you continue to share valuable information and create an atmosphere of people helping people that is very inspiring.

    I was approached the other day on Facebook by someone who had friended me. I had accepted his friend request because we were connected to many of the same people. But all of a sudden, without ever actually interacting with me, getting to know me, or building that trust, he began messaging me to join in on his live call, watch his sales video and evaluate an “opportunity.”

    To me that is simply the wrong approach. Even if he has the best product or service in the world, I have no interest because he violated whatever trust I may have had by trying to sell to me.

    Creating an active, value-sharing fan page is an excellent way to engage with people. Thanks for setting such an awesome example and sharing your wisdom.

    1. Thank you Jayna for your feedback and for continued support. It’s friends like you that show this approach works. We were, after all, friends before we were fans of each others pages. 🙂

      1. How about that! I don’t even remember. I just know that I have truly enjoyed getting to know you and learning about your business over time.

    1. Thanks for your comment Sandra! Yes I agree Fabrizio and Mallie had great reminders about social media. We can all learn something from each other.

  7. I agree with the time factor. I have some clients that just don’t have the time and they don’t want to or can’t afford to pay for the services. My feeling is I would rather not have a page than have an abandoned one.

    1. I would have to agree Dawn. For me personally, I would hide the page rather than show it’s lack of activity.

  8. Good post.
    I use my FB profile as a means for peers and potential clients in getting to know me. My page is more business focus. The trick will be to manage the numbers. You points are well taken.

  9. Very interesting, Knikkolette. Do you find that small companies or larger companies are guilty of this with greater frequency? My sense is that it would be small companies / individuals, as larger companies probably have more staff to devote to keeping their page(s) fresh. That said, I’ve seen some larger company pages that were pretty stale. I’ve been guilty of this from time to time. I try to avoid shiny object syndrome, but even staying relatively focused, time is, without a doubt, the scarcest and most precious resource. Thanks for the reminder that, if you’re going to abandon it, maybe you shouldn’t have bothered putting it up in the first place. Paul

    1. I would say personally, it’s the smaller companies that are guilty with greater frequency. Especially when they want someone to create a page “coz everyone else has one” then they forget about it. I believe at the very least, if a person has a FB account – any time they login, make a post to their page as well… it can be as simple as sharing a post from their wall to their page.

  10. Something else I see all too often: Fan pages that have several thousand “likes” but no one is talking! That’s a sure sign fan page owners have paid for their likes. Otherwise, why wouldn’t there be any interaction on the blog? Makes no sense.

    Fan pages are a weird bird anyway. I would rather have people on my site leaving comments and having conversation than on my fan page, simply because I own my site.

    Just this morning, someone was telling me their fanpage “vanished” overnight. Someone reported to FB that they were posting copyrighted material and that was that. The marketer has reported to FB that they were NOT posting copyrighted material, but for now, the page is gone. It can happen to anyone . . .

    1. Oh Martha! I couldn’t agree more! The fan pages with thousands of fans and zero activity and the twitter users with tens of thousands of followers and no interaction? C’mon! Who are they trying to fool? I’m with you, I’d rather have a smaller number of real fans or followers who really interact than inflated numbers just for show!

  11. Excellent post Knikkolette, Yes it is important to think before launching a FB page: Is it the right platform for your Biz ? What are you going to put there ? Who do you want to invite and how do you attract people? Do you have the time to interact frequently and consistently etc…

    1. Thanks for your feedback Anne! Those are all things every business should consider before creating & publicizing their page. 🙂

  12. I had no idea about ‘edgerank’ so I found this very interesting – although I have to say my love affair with FB waned quite a while ago.

    1. I’m glad this post was helpful and hope you will come back to visit often. 🙂

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