Did you know that the number one reason why people love Facebook is that it enables us to show our personality? It’s a human need to create an identity in order to feel community belonging and gain self-esteem. How people talk and act reflects their personality – and that’s what Facebook allows its users to do.
A while ago, I attended a conference where a Facebook spokesperson said: “Everything you create on Facebook should help your users to express who they are”. Not only is this recommendation valid when you develop social applications, it’s also important to keep in mind when creating content to share on your page. In this post, I’ll take a look at some important factors that make content sharing a passport to stronger bonds with your customers.
People do not buy what you do, they buy why you do it
What you reflect is what people want to connect to. Therefore, you have to ask yourself which personality you want to show? Your brand identity is defined through:
– Your tone of voice; the language you use.
– Your values; what feelings you try to convey.
– Your brand positioning; what you choose to talk about.
Help your users express who they are
The interactions people do on Facebook – such as updates, comments and likes – tell who they are and what they stand for. People base their self-esteem on how the community sees them, which means that the community helps drive our identity. This is essential to take into consideration when you want people to engage with your brand. Think of what the interactions people make with your page or the content you share tell about a person’s identity. Remember, people share your content with their network because they want response from them. If content is created such as it can be re-shared, you can help your users to show their friends what they stand for. In Facebook’s recommendations for Social Design, you can read more about the connections between communities, identities and conversations.
Bring value to your users
In the hunt for Edgerank, it might be easy to forget about why people joined your community in the first place and to create the content they actually are on the search for. What value does your page offer them? Could you give them any new knowledge about your brand they didn’t know of? Could you share solutions and ideas including your products they haven’t tried yet? Could you tell them your brand story and reflect your brand identity with exclusive images they haven’t seen before? Put efforts into editorial planning and visual communication as this can help you ensure high quality content bringing value to your brand community.
Content should of course include social elements and aim to increase the Edgerank of your page. We want to drive our audience to take action and get our content visible to as many people as possible – but don’t let that be the main focus! As any other copywriting you do, you would want to affect people. Having them understand and connect with your brand values, you create a stronger bond of loyalty with your target group – just take successful brands as Apple, Nike and Ben & Jerry’s for example.