Facebook fans - to buy or not to buy

13 February 2012

Having fans and ultimately loyal fans is important but what is the best way to get these fans? Having 100 loyal followers, who love your brand and what you stand for must be far more valuable than having 1000 bystanders as “fans”?  Let’s look at why it is not a good idea to buy fans…

Social Media is evolving and more and more businesses realise how important it is to have a presence on social networks, after all, this is where your consumers, potential customers AND, your competition “hang out”.  Conversation, interaction and building relationships are the keystones of success in this space and if you are not present or participate you will soon become a distant memory.

So, now you make a big entrance with stunning profile pages and Facebook applications your competition will kill for. Awesome! But how do you get your target audience to interact, and become a loyal and participating fan?

The following basics to get real fans come to mind:

  • Have an integrated marketing strategy in place
  • Offer valuable and engaging material to reward your audience with
  • Build trust and credibility by showing you care and by being truthful
  • Respond quickly to questions and comments
  • Reward your friends with discounts, special offers, competitions and promotions
  • Don’t forget it is called SOCIAL media, be fun too! Nobody wants to be friends with Mr Serious-All-Time

Soon people will start talking, and we all know how powerful word-of-mouth marketing is. Unfortunately, like everything else these day’s we are impatient and want results, now.

Entering into the room “Mr Quick Fix” - buying fans

Let us look at the risks of buying your fans:

  • Junk Profiles / Dummy Accounts – Face it, there is no point in having fans that do not really exist and although many companies claim to only sell you 100% real fans, it is not the truth. Just do a little research and you will find many people complaining about this problem.
  • Paid Fans – There are companies paying these so called fans to post something on your page once in a while, sometimes even kids from foreign countries. This is not business, only smoke and mirrors.
  • Non Targeted Fans – Certain companies give you the option to pay for non-targeted fans.  What is the point? Imagine a room filled with 2000 people between LSM 1-4 and you are trying to sell them a Ferrari….you are wasting your time.  If you don’t speak to your target market your message will be of no value.
  • Targeted Fans – Demographic targeting works if done properly but even if the fans are of the correct profile, they will not be engaged from the start. Someone joining your page because they are truly interested in your brand will be excited and interested from the start and will more likely stay engaged.
  • Credibility – Fans aren’t stupid, they want the real thing, they will soon realise if something is fishy on a page.
  • Quality vs. Quantity

    My conclusion, quality is far better than quantity. The longer path may not always be easier but it is definitely worthwhile and sure to become easier as you build lifelong relationships with the right people, in the right way, in this incredible social space.

    Real fans, just like real friends, are forever!!!