Death, taxes, utilities, banks. All things we cannot really avoid with any level of grace. And interestingly enough, all are represented in some way on Facebook. Sorry, but this feels slightly absurd. I know Facebook is now considered the Internet and if you are not on Facebook then, well… forget about it. And as a social media and digital strategist, this might also sound absurd, but, I believe that you should engage in channels that make sense for your business in its quest to make money. I also believe that if you want to market your business on Facebook, you better have a kick-ass plan to do it. You need to not only be listening to your audience; you need to take those insights to develop content that will resonate with them. You need to cultivate relationships with people online if you are going to generate leads from Facebook. But honestly, sometimes, I wonder: What do people want out of their “institutions” on Facebook.
When I think about these types of questions, I try to take off my marketer hat and put on my consumer hat. And when I think about what I want to see from my bank on Facebook, my initial answer is “nothing!” Then I have to wonder why. And that is where it gets interesting…When I think about a bank post, and honestly when I look at what banks post, I see some sort of savings tip. And then I stop reading and head to Amazon. Because someone telling you to save money is like having your mom call you and tell you that you look fat in those jeans. Both are important messages and will get a reaction, but it just isn’t what people want to hear when they are drinking coffee and looking at Julie’s kids on the first day of school.