Fans and followers: they’re a pretty big deal when it comes to marketing your business across web, from social media sites to review sites to blogs and articles. But do you understand what types of fans you have, and more importantly, how to connect with each of them?
The Quiet Follower (Sometimes I’ ll read your updates, if they catch my eye)
- Knows of your business, but may not be a customer.
- Likes you because their friend do.
- Doesn’t really harm your social media presence.
- Your Challenge: Create appealing content, like polls, images and videos, and strong call to actions to engage these fans.
- More than 50% of Facebook updates are images.
The Casual Liker (I genuinely like some of the things you post)
- Connects with your brand because of past purchase or experience.
- Wants friends to see them as a source for good recommendations.
- Boosts your social visibility.
- Your Challenge: Develop creative and engaging posts about new or popular products or services and ask these fans to share them.
- 70% of consumers trust brand or product recommendations from friends.
The Deal Seeker (Let’s make a deal; you scratch my back, and I’ll scratch yours)
- Makes everyday purchasing decisions based on value over loyalty.
- Stays up to date with businesses via social media.
- Helps drive new sales to your business.
- Your Challenge: Offer deals, promotions and fan appreciation specials to get more shares and business.
- 49% of social media users follow brand pages for deals, promotions and specials.
The Unhappy Customer (I had a bad experience, and I’m not afraid talk about!)
- Shares negative experiences on social media pages.
- Expects you do respond to their issue – soon.
- Affects your online reputation, potentially in a bad way.
- Your Challenge: Monitor your pages and business name mentions frequently, and respond to negative posts professionally and quickly.
- 42% of consumers who contact brands on social media expect a response within at least an hour.
The Ranter (I want to yell about something!)
- Isn’t necessarily a customer (but might be).
- Has strong opinions on personal issues.
- Known by some as a being a “troll”
- Your Challenge: Keep a cool head and avoid fueling conversations that aren’t related to your business; don’t feed the trolls.
- 45% of consumers are more likely to share negative experiences on social media.
The Cheerleader (I love your brand and everything your post!!! #YouRock)
- Likes, comments on, and shares your posts, often from a mobile device.
- Enters every contest and promotion.
- Drives community growth and builds awareness.
- Your Challenge: Make sure your content is worth cheering about (think limited-time offers or events), especially since friends of these fans will see it.
- 74% of mobile social media users visit Facebook.
- 63% visit Twitter several times per day via mobile devices.
The Loyal Fan (I’ve got your back, no matter what)
- Recommends you to family and friends, offline and online.
- Provides both valuable praise and constructive criticism.
- Defends you against angry social media fans.
- Your Challenge: Recognize these loyal fans with customer appreciation gifts and use their positive comments across all of your marketing efforts.
- 300% of consumers are more likely to share their positive experiences via social media.