We’ve already talked about how the number of likers should influence your digital country wise email marketing list 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 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 in 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.
