Facebook’s new measurement metric, “People Talking About,” is just what the doctored ordered for Brands to understand that “Like” is one thing and engaging with consumers, another. People Talking About measures user activity on the Brand’s Facebook page, including posts, comments, Likes, mentions, shares, etc. Take a look at Mashable’s update on the top 10 brands by Likes and the top 10 by People Talking About: http://on.mash.to/qBSIit.
The lists are similar, but the key to remember is that Like is not enough. I may Like a brand, but not really want to hear another word from them or bother to check their Facebook page. But, create some content to engage me and you may have me hooked.
Clearly, consumers are loyalists if they Like your brand. But they love your brand if they interact with you. How do you do achieve that? Starbucks — No. 1 on the Talking About top 10 — is clearly focused on a number of ways to engage and learn from consumers. They offer videos to watch (and comment on); discussions on Starbucks offerings — encouraging consumers to give them ideas; friend activity so loyalists can brag about their Starbucks experiences; and currently feature pumpkin pictures to promote their pumpkin spice latte (incorporating sharing photos via Instagram).
Victoria’s Secret may be lower on the Likes totem poll, but is No. 3 on the Talking About scale. VS offers the usual wall banter, plus polls, contests, gift cards and wallpaper. The wallpaper is a simple, sexy incentive to drive a lot of activity.
Skittles is another brand pushing for daily interaction. They feature a “Rainbro of the Week” contest where consumers can feature photos. Skittles conducts polls and posts entertaining videos. And what they do extremely well is simply post statements to see if consumers like or offer comments to capture the Skittles personality. For example, a recent Skittle post was: ”I’m making a horror movie about a world without Skittles. What should I call it?” Those two sentences garnered 9,225 Likes and, more importantly, caused 10,919 Facebook users to comment.
Doesn’t that motivate you to crank up the activities on your brand’s Facebook page?