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- Type your brand’s name into the Facebooksearch bar. This is a simple, quick and ree way to takethe pulse o the nature o conversations about your brand.Any given brand may have several dierent kinds o pagesorganically created by consumers that have distinctdiscussion tones and trends. Segments o consumerswho build and engage with these brand pages can includebrand enthusiasts (usually positive in tone), brand bashers(negative tone), and employees or ormer employees (tonemay vary). Track and understand the nature and topics o the conversations on these existing pages – not just whenyou are starting out, but also as part o the never-endingprocess o listening and learning. I you are working withFacebook, you may even consider coordinating with themto move “unofcial” pages over to your ofcial page onceyou are prepared to launch.
Leverage traditional market research
to collectinormation about how your consumers use social mediaand what kind o content and conversations are importantto them. Survey your consumer base through databasemarketing, website intercept surveys, third-party researchpanels and other touchpoints at your disposal. Conductocus groups to drill down into the attitudes o yourFacebook consumers and even how they interact withdierent eatures and unctions on the site.
Utilize powerful listening tools
that crunch throughthe immense amount o discussions and activity onsocial networks and organize that inormation in clean,understandable dashboards and reports. These listeningtools, such as those rom providers like Radian6 andStrongMailcan help monitor conversations on Facebookand identiy discussion key words, sentiment and othertrends associated with your brand.
As an example, when Castrol USA sought to dedicateadditional resources to operate a Facebook page, it rstconducted a rigorous listening and monitoring exerciseto identify a shared passion among its consumers. Thatshared passion – racing – served as the foundation of content, conversations and engagement on its revamped Castrol USA fan page. With the right passion identied and propagated, your brand page can quickly evolveinto an interactive community that is a true collaborationbetween your brand and your consumers.
Listen.Then Frame theConversation.
Beore attempting to develop a ull Facebook an page or your brand, you must frstdetermine the nature o the conversation between your brand and your consumers.When it comes to raming the conversation, the brands that build successul Facebookcommunities take their cues rom their consumers and don’t try to dictate or dominatethe relationship. They do this by listening.The ultimate goal o listening is to identiy a shared passion among your consumers.That passion will serve as the thread or discussion and driver o engagementthroughout your community. Brands should tap into multiple listening sources in orderto uncover and defne points o shared passion: