The best way to encourage customers to “like” you on Facebook is to offer entertaining and engaging content that motivates them to want to be on the inside circle for your business. In an adaptation of the 70/20/10 rules for learning and management, SnapRetail suggests that 70% of the content on your Facebook page be resource material and valuable content posts,  20% be sharing others’ content, and only 10% be store promotion.

Crystal Vilkaitis, social media director at SnapRetail, breaks it down this way:

70% of Wall posts on your business page need to add value to your Likes and needs to be resourceful. Give a tip, advice, how-to’s, link to an interesting article, talk about local news or events, ask questions; engage with your community! When posting, think to yourself, “Would I find value in this? Would I comment on this post?”

20% of Wall Posts on your business page needs to share other people’s content. By sharing others’ promotions, business pages, tips; you are helping spread their message to your audience. They will recognize this and most likely share your content with their network.

10% of Wall Posts will be about the store – sales, new items, contests and giveaways, all sales promotions, etc.

Most of us think of posting on our Facebook page when we have something happening at the store, or when we have a product we want to feature — because that is how advertising and marketing have traditionally worked.  It is a real challenge to come up with items that fit the first two categories, and yet you will find that the most effective business sites do just this, making it entertaining to receive their posts.

A few tips to help you make your postings more effective:

Leave your Facebook page open on your store’s computer all day so that you can write something whenever the thought occurs to you.

Don’t be afraid to let your own personality show through (a shop on our street with over 2,000 “likes,” and I think it’s because the owner posts a lot of fun and sometimes outrageous personal opinions).

Ask open-ended questions that encourage customers to get involved.

Respond promptly to customer comments posted on your page

Ask your vendors for video, consumer tips and other content.

As showrooms and sales reps get involved in hosting their own Facebook page, they would do well to head Crystal’s advice and try to make their postings less commercial and more interesting.  I welcome a postcard or letter announcing that you have a new line, but I like my social media to be at least somewhat social. Don’t you?

Happy Retailing,

Carol “Orange” Schroeder