Why I Don't "Like" You

“I just got a keychain and address labels in the mail from you guys. Now that I see you posting on Facebook and know you're legit, I'll be sending a donation. Thanks for the work you do.”

– Posted to our Facebook Page wall, January 2010

Do your fans do what you want them to do?

How will you engage with me so that I'll come back?

This is wrong for two reasons.

1 - Success is no longer about how many friends you have

2 - It's what happens after the "Like" that matters.

And perhaps most important... think like a Facebook user.

So here's what you SHOULDN'T DO.

Here's what you SHOULD Do.

Answer everyone.

Connect with your uber-fans.

Be a user yourself.

Maintain a consistent voice.

Play by the rules.

Plan it out. But be flexible.

Don't be so serious all the time!

Be timely.

Use photos and video.

Pay attention to feedback.

Make friends, cross promote.

"You may not have time for social media,

but social media has plenty of time for your org."

Yer doin it wrong! Fail!

Have you made some of these mistakes? Not doing any of these best practices?

It's not too late. Learn from it and move on!

Why I Don't "Like" You:

Strategies and Tactics for Continued Social Engagement

Carie Lewis

Director of Emerging Media

The Humane Society of the United States

@cariegrls

My name is Carie,

and I'm a social media addict.

Background on Social Media at HSUS

• Includes Facebook, Twitter, online volunteers, and mobile.
• 6 full time staffers and an in-house intern.. and 5 office dogs
• New position opened in 2012 for enterprise-wide social media management
• We focus 70% of our time on Facebook because that’s where our constituents are right now
• We raise about $200k annually on Facebook
• Our Facebook network includes an official HSUS Fan Page and 101 other ancillary presences
• Over 150 staffers at HSUS manage a Facebook presence as a (small) part of their job
• We use Twitter primarily as a customer service / relationship building tool
• Our constituents are on Facebook, but not on Twitter
• Everything we do online is tied to advocacy and fundraising

Mistake #3: All you do is talk about yourself.

Our Social Media Strategy

If I come to your page and all you’re doing is self promoting, I see right through you. Play nice with others!

Here's the Problem.

Mistake #1: You're posting too much.

• Be where people are
• Stay on top of latest trends
• Research new opportunities
• Train staff & have guidelines
• Take an integrated approach
• Measure everything!
• Learn from others & adapt
• Executive participation
• Showcase successes
• Listen
• Be transparent
• Respond to everyone
• Don’t be afraid to fail
• Learn from mistakes

Too many marketers are treating the Facebook “Like” (or Twitter “follow”) as the success metric

for social media.

This is the start of a relationship in social media,

not the end.

If you post 5 times a day and you’re all I see in my newsfeed,

I’m going to Unlike you. You’re just not that important.

Mistake #2: You're posting too little.

If I come to your page and the last time you posted was months ago, I’m not going to Like you. I’m bored already.

So, you're acquiring "Likes" and Followers...

• Incorporating share tools on your website and email
• Facebook ads
• Tagging others in posts
• Participating as your page elsewhere on Facebook
• Retweeting others on Twitter
• Asking people to retweet, share your content
• Integrating social efforts into your website and email
• Replicating all events on Facebook and establishing Twitter hashtags
• Using widgets for Like boxes and Twitter hashtags
• Connecting with your existing friends, coworkers, partners, vendors

Mistake #4: Your page is nothing but text.

I’m a Facebook user. I don’t read. If I come to your page and it’s nothing but status updates, 3 lines long, no photos or videos to break it up, I’m not going to take the time to read any of that.

So what's a marketer to do?

Mistake #7: You automate your posts.

Mistake #5: All you do is SELL SELL SELL.

Get fancy. Steal ideas!

...Now, you need to remember a few things.

If your page feels like a used car lot and all you do is push your products or ask for donations, I’m going to Unlike you. That’s not why I’m on Facebook.

Mistake #6: You're ignoring me.

If I see you post to Facebook with a hashtag one more time, I’m going to Unlike you. I’m not on Twitter, I don’t get it. If you can’t take the time to talk to me like a Facebook user, I’m going to find someone else who will.

It's okay, HRC are my friends. I've given them this feedback.

If all you do is post to your page and never answer anyone’s questions or comments, I’m going elsewhere. If I just wanted to read everything you’re doing, I’d go to your website.

Average % of people who click "Like"

then never visit the page again:

• Businesses and organizations have caught on.
• People are getting inundated with branded messaging in their feeds.
• Remember: people didn’t join Facebook to connect with your org or business. They joined because of their friends and family.
• It’s so easy to hit the “Like” button! It’s also REAL easy to hit that “unlike” or “hide” button.

You must be relevant, interesting, concise, responsive,

and provide VALUE to your fans.

Mistake #8: I can't find you.

Mistake #9: I can't participate on your page.

If I’m trying to find you on Facebook or Twitter and you don’t have links on your website, you may never see me again. I prefer to communicate on those channels and I don’t want to spend a lot of time looking!

90%

What? You disabled comments on your page? Again, if I wanted to just read I would go to your website. You’re defeating the entire purpose on Facebook by disabling features.

Mistake #10: I can't share your content.

I’m on your email list because I really care about one of your issues. When I get your email, I can’t share it on Facebook, you only give me the option to email my friends. Most of my friends don’t even have personal email addresses anymore, so, I guess we’re done here.

Provide exclusivity.

Close the loop.

You must find a way to be relevant, interesting, concise, responsive, and provide VALUE to your fans.

Ask for input.

Show people how their time, money

and efforts are making a difference.

Create your own memes.

Make it a safe place.

Participate elsewhere as your page.

Make real-world events social.

Even if you don't post everyday. come to manage

your page. Have a commenting policy.

Put a Facebook event link on your registration confirmation page, and ask for Twitter handles in the registration process.