Social Media: Why Nobody "Likes" Yours
Good for your company for starting a Facebook fan page. Bad for you, if you're the unlucky one forced to manage it without direction. The first mistake companies make is concentrating on sending the page to coworkers, friends, and family, then having to sheepishly ask for clicks like we do for our kids' doing school fund drives. Problem is you are not a collector and they are not "fans." If "Like" building has been your focus as to appear legitimate, or because you believe more is better, then you'll likely generate as much new business as Donald Trump's hair stylist or Honey Boo Boo's charm school teacher. (Or Trump's charm school teacher or Honey's stylist. Take your pick.)
The companies with successful track records on Facebook know that number of "Likes" is irrelevant. Trying to convince upper management of this fact can be tough. To them, it's all about numbers - The more the merrier, the buckshot approach, fish in a barrel, and all those other sales idioms they tend to throw around. Challenge their "Trolling for Likes" approach by putting it on a personal level. You know those friends with ridiculously high friend counts? (I haven't met 3,000 people nonetheless willing to call them amigo.) Is this really friendship or a collection of strangers? Can you count on them for help?
Now apply this to your company "Likes." Can they "help" you? They are useless unless they are potential leads. Visitors care if they get something out of it and care little if others do. The only people you want to click the Blue Thumbs Up should be potential and current customers. Your intent is to build trust, credibility, and foster future business by supplying pertinent content and engaging offers.