The sky was grey, the air was cool, and it had just started to rain on Friday morning... I had just sat down at my desk with a cup of coffee, ready to dig into finishing a logo design when a Facebook notification snagged my attention.... 30 minutes later, I was STILL on Facebook and hadn't begun my task. HOW DO THEY DO THAT?!?
I'm about to share with you HOW Facebook grabs your attention, keeps you there and how you can use what you learn to build a relationship with customers & followers for your brand or public page.
Some things haven't changed.
Though we live in the era of technology, some things about humanity have stayed the same. We want pleasure and rewards in our daily life. We want connection and relationship to others.
Studies show that - when we like, comment or update our status - we feel less lonely. When we receive likes or comments, the pleasure center in our brain - called the nucleus accumbens - lights up like New York City at night.
Essentially, Facebook taps into our biggest and most basic needs for happiness and connection. While some may view this as a negative thing, it's a modern tool that now helps us build relationships across great space and distance...And for those of us that use it to influence culture, serve people groups, and lead the charge for causes...it's one we need to MASTER.
So, ultimately, Facebook works because the interactions available on the application play into our need for relationship and happiness - and knowing that, we can use our pages and posts to build relationship and encourage happiness.
The numbers say it all.
Studies show that people shared (commented) in an environment where they felt known and understood. Studies also showed that people came to Facebook to be entertained, to share things that defined them or their views, to build relationships and to support causes. (These last two should make us REALLY excited, because those are major reasons why we use Facebook...)
If people share in an environment where they feel known and understood, and if they share content that entertains, informs or resonates with them, then what changes should you be making on your page? What can you do to create an environment where people feel like they can be known and understood?
Here are 5 immediate, practical things that you can do NOW:
(1) Show YOURSELF.
Your face, your behind the scenes moments, even simple things that you think may not matter. (You would be surprised how many people want to know about your favorite cup of coffee or who would like an embedded video of you laughing at something silly.) These things help build trust. It's hard to build a relationship with a faceless company or cause. If you want to succeed, you've got to get personal.
(2) SHARE your HEART.
This point is by far the most important. In today's day and age, people want your heart far more than they want your product. Speak on matters that are important to you, your company/nonprofit/art platform. People want to rally behind products and causes that bring hope, life, and that stand for something more than just profit.
(3) Create posts or share posts that entertain and engage.
Share things that are relational and cultural (videos of kids, dogs, food...something that anyone from any background could get value from). Then speak straight to people's hearts about things that MATTER. Address them directly and encourage them.
(4) ASK questions.
If people come to Facebook to build relationship, then it shouldn't be a one-sided conversation. Ask customers and followers for their opinion, their take, and their help. Give them opportunities to share their heart. If you're a cause-related organization or ministry, ask how you can help or pray for your audience. Ask relational questions - like what they're doing over the weekend or what their favorite things are about autumn. Running a successful Facebook page and getting results is all about having a relationship with people - building trust, sharing commonalities, serving them with your product, engaging them, and responding to their needs.
(5) SHARE your cause or product.
Don't be shy or afraid to talk about your cause, your product, or your needs to meet your goals. (But don't talk about them in EVERY post.) We live in an era where people want to ENGAGE with people, ideas, brands, companies and causes. The numbers actually state that supporting causes is one of the reasons why people come to Facebook! You should be one of those causes! Space out your posts about your product with relationship-building content, tools and resources. But when you do talk about your product / company / art / cause, be proud of it. Share quotes from your clients or customers and what they think about your services.
Does this resonate with you?
Let us know. Leave us your thoughts and how you're using this information to influence culture, elevate your company, build relationship and get results.
For eager beavers who want more in-depth information, read the article from our friends at Buffer here.