Why branded Facebook pages fail #MRX

skittles facebookskittles facebookduracell facebookgeneral motors facebookAre you jealous?

Who wouldn’t be jealous of like counts and comment counts like these. Sixteen thousand likes for a stupid comment about serving Skittles at red lights. No pictures, no links, no free Skittles. Just a short little comment. But wait, I was one of those people who chuckled at the comment and then clicked on the like button. In fact, Skittles is one of the only 3 or 4 brands that I “like” on Facebook.

It’s this kind of success that every other consumer brand dreams of and tries to figure out. What could they possibly say in a status update that would convince thousands of people play along and click that like button. What exactly is Skittles doing that can be replicated in order to bring hundreds of thousands of consumers into the fold as fans, real fans, engaged, happy, eager fans?

The major problem is this. Brands know they need to be on Facebook which results in status updates that bear no likeness to the brand itself. Sure, it’s great to be patriotic and say Happy Birthday to your country but how does that relate to me, the Duracell fan? And how does Father’s Day really relate to the Generate Motors brand – Dads have cars?

In these two cases, and for many many more brands, the personality and essence of the brands don’t come through the messages. No one has bothered to stop and think about what their Facebook essence is. Birthday messages about celebrities, important dates in history, and recipes for fruit salad might be mildly entertaining but they don’t remind consumers of why they love your brand. They don’t generate likes and comments because people don’t like them and they don’t want to comment on them.

So here are my 6 tips for better Facebook pages.

  1. Know WHAT your brand’s personality is. If you don’t know, then you’re not ready for Facebook.
  2. Know WHY you are on Facebook. (and “to sell more widgets” doesn’t count)
  3. Write messages that embody your brand whether the message is silly or serious.
  4. Get into the mind of your consumer and ask yourself, “Will anyone truly and honestly care if I write this.”
  5. Don’t write messages for the sake of “It’s Tuesday. We always write a message on Tuesday.”
  6. Don’t feel that you must include pictures or links or free offers. People don’t want stuff. They want a feeling.

skittles facebook

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