The most powerful Facebook feature you’re not using

by Matt Riopelle  |  May 28th, 2010
Customer Service, Marketing, Social Media, Tips-n-Tools


 

 
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There is a powerful, but widely underused feature in Facebook: the tag. In basic terms, it only requires placing an “@” in your update followed by the name of a friend or for picture or video, using the “Tag This” link.  But for a small business, it turns casual posts into amazing tools of engagement for your brand on Facebook. It’s a conversation starter, a way to show fans (it’s still the best description, so I still use the term “fans”) you care, and as result, widen the circle of your community.


Let’s take a look at the power of the @.


For the average Facebook user, there are two places that get your attention. Of course, first is the Wall. It’s where you most often land. But if you as a business aren’t there on the first page of “Most Recent” or “Top News” updates, will your fans ever see you?


This is where the second attention-getter comes in. If not the Wall, your Facebook fans are checking their notifications. And for good reason. It’s the place where all the important stuff gets aggregated, like who’s talking about them or conversations they have commented on. Bottom line: it’s the stuff that gets the clicks.


That’s what makes tagging so powerful. Frank Fan’s Wall might well be full of Farmville updates (he just can’t bring himself to block anything), but he’ll always see his notifications. Like a thoughtful gift, be there with content you shared just for him.


It only takes two simple steps to harness the power of tags:


1.  Make as many fans your Page friends in your personal account as possible (required to tag anyone).


Keep in mind – you’ll need to be comfortable with fans seeing your personal updates. However, I believe the benefits outweigh the risks.


2. Create a new post.


Did you remember to take a picture last time a fan was in the store? Upload and tag it. Did you find a blog that would you think Frank Fan would love? Post it and @  so he’s sure to read it.


That’s it. Not too complicated.  But the beauty of tagging happens not when they click on the notification – it’s when they undoubtedly comment on the post. Now it becomes an entry for all their community to see and a sure-fire conversation starter (read lots and lots of comments).


The success of this rightly hinges on a deep understanding of your fans as individuals. What do they like and dislike? What are their passions? Would you even recognize them if they walked in your door? If it’s not personal and relative, it’s spam.  And you’ll be ignored or worse disliked. But done well and your community will adore you.


So tag it up. And have fun making fans feel special. What ways will use it?

Matt Riopelle

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Reader comments (2)

 

So, Matt: did I understand you to say that you recommend going through the Fans in your Business page and asking them to be Friends? Or did I miss how you meant this?


Lainie Turner | May 28, 2010

Great question, Lainie. I didn’t mean to make it sound arbitrary. So no, I don’t recommend that. I do recommend finding ways to make those two groups overlap as much as possible through personal contact and relationship.


Matt Riopelle | May 30, 2010
 


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