Social networking is all about giving. When we share personal details about ourselves, we are giving freely of ourselves to others. In some cases, people go over the line and share things that others have no interest in. (E.g., Facebook posts showing what someone had for breakfast, the fact that their baby crawled for the 43rd time, etc.)
Giving is the foundation for social networking because giving is also the foundation for relationships. We use social networking to expand and complement the relationships we have with others, and in some cases, use it to develop new relationships. The strongest bonds are those created between two people who freely give to one another without expectation of receiving something directly from the other person. This is the same for connections on Facebook.
Hopefully, you are attracting people to your Facebook page who either are or you would like to be your customers. In order to give value to the people who connected with you on your Facebook page, you must know something about them. Facebook does provide you with information on people you Like your page, which they call Insights. You can access
the Insights by clicking on View Insights on the right side of the screen below your Notifications indicator.
Insights can be a valuable tool to know who is connected to your page, broken down by gender, age, and geography. It also allows you to track how people are arriving at your page, whether it is from your website, a Google search, or from an email service. Insights can be easily downloaded to a spreadsheet for those who like to analyze the heck out of everything.
The one challenge with Insights is it tells you who is connected to your page rather than whom you are trying to serve. Meaning, you could be attracting people other than those you wish to have as customers.
You have to know your customers and what interests them in order for them to find value in the content on your page. Many businesses I consult with are confused when we discuss who their customers are and what they are interested in, because the conversation leads to areas that are apart from their own businesses. They often wonder why they would create Facebook posts that appear to have little to do with their business.
I remind them that social networking is all about giving. When you create posts that your customers find interesting, that raises your social capital and enhances your relationship. Do you ever have personal conversations with business partners and clients? Yes, because your relationship is now personal and the line is blurred. Just as you would tell a friend about something they would find interesting, you want to share information with your customers so they see you as a trusted resource. Show them you care, and they will show how much they care about you through repeat business and referrals.
Here is an example: suppose your customers are 55+, which is a growing segment on Facebook with nearly 20 million users. You may want to post about upcoming events they can take their grandkids to, or a special coupon you found for golf at a local course. They things may have nothing to do with your business, but your customers will remember you if you share something that provides them with value.
Many businesses claim to put their customers first. If that is really the case, put your money where you mouth is and start posting for your customers’ benefit on your Facebook page.