Why? Because unless you do, you’ll find it hard to grow your community, increase engagement with your brand or successfully convert Facebook engagement into increased sales.
Knowing and analysing your advocates in Facebook allows you to:
1. Generate increased word-of-mouth about your brand and campaigns
Understand what makes your advocates tick and you’ll understand how to get them talking about you, your brand and your campaigns more often. Do this and you’ll increase the positive ‘word of mouth’ about your brand and campaigns.
2. Generate an increase in conversions/entries to campaigns
Who entered your last promotion/competition or campaign? Was there a pattern in the types of people that engaged with certain campaigns? Profile your advocates, tailor your upcoming marketing activity to ensure further campaigns are exponentially more successful, generating increased conversions and entries.
3. Build a sustainable community for the long-term requiring less input from your brand team
Know your advocates and deliver content of value to them. This way, you’ll create a self-sustaining community who will engage not just with your brand, but with each other through your brand. The result? A sustainable community requiring less input from your brand team.
4. Invoke advocates to help manage reputation and customer service
A sustained community of advocates means you have more brand ambassadors socially interacting online on your behalf. This extends your reach in terms of managing your reputation who can also help to manage your reputation, in turn supporting your team in delivering excellent customer service.
5. Gather insight from your biggest fans
Your biggest fans talk about you and your brand. What they think, feel, like and dislike matters to you. Take the time to get to know them and what makes them tick and feed this back in to your R&D efforts and marketing strategy. Your fans are vital to your business, so don’t waste this resource at your fingertips.
6. Create an advocate management programme
There’s no point understanding your fans and advocates without a programme to manage them. Document and plan the management and growth of your advocates and your brand will truly grow and succeed on the social web.