Corporate Social Networks: More than just accumulating followers

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Getting likers for your Facebook page is relatively easy. If quantity is all you care about, all you need is a little advertising or maybe a contest and the number of people liking your page will grow incredibly fast. With a small investment, your page could have over 1,000 likers in a very short time. Amazing, right? But if you think about it, those numbers may not be as spectacular as you think. You need to define how having corporate social media channels benefits your business.

We’ve already talked about how the number of likers should influence your digital strategy and how a large number of followers is not always a big deal. Giving a “like” doesn’t mean much more than a click, especially if it’s motivated solely by advertising. Have you ever participated in a Facebook contest? You usually have to click “like” to do so. But the really important part comes next: How many times have you returned to a company’s Facebook page after the contest? Was there anything that interested you other than the promotion? Corporate social networks need to find a better way to engage their audience.

The answer to both questions is probably no. Why? Because most australia school email database companies don’t have a clear goal for their social channels. Opening profiles on the largest social networks just to have a certain number of followers will not bring any return on the company’s investment. Likewise, having lots of Facebook likes to “be visible” is potentially expensive in the long run. Think of all the resources your company will consume by serving a growing number of users interacting with your digital channels continuously, whether they are customers or not.

As we've said in previous articles, building a community with many members and few participants is a waste of money. It's much more valuable to have 100 likers who are interested in your brand, consume your content and participate on your page than 5 thousand people to whom you have no relevance. Facebook and the rest of social media amplify your content, your website and your brand. They allow you to establish and cultivate a more personal relationship with your potential customers and, when used correctly, can generate a greater volume of traffic to your website and convert that traffic into sales leads. In addition, an active and well-managed community will not only create potential customers but will be a great source of promoters of your brand. As you can see, the function of corporate social networks goes far beyond attracting followers.

If you consistently post interesting and useful content and pay attention to the needs of your audience, corporate social media can become one of your biggest and most important digital assets. Think of it this way: by opening a Facebook profile you have the opportunity to reach 5.5 million people, and that’s just in Ecuador (1). Those 5 million people spend 1 in 8 minutes (2) online connected to their Facebook profiles and 49% share content on this social network (3). That’s why your Facebook page can’t be something you open because “everyone has one” or because “it’s trendy.” The potential benefits are too great to ignore and the damage from half-hearted management can be catastrophic.

So it's time to get down to business. It's time to start cultivating a relationship with your likers and make the most of your social media investments. If you're interested in the topic and want to learn more, we recommend that you download our free ebook to design your own digital social media strategy .