Likeable Content Daily

We’ve talked about the importance of social media for your business and even gave you 5 places to start. We’ve discussed how to grow your Facebook communities. But what do you do once you have these fans? We’ve sternly told you not to ignore your fans. Here, we outline 3 steps to retaining and keeping your fans happy. Can you think of others? Share in the comments section below.

Acknowledge: These people became fans of your fan page because they share an affinity for your brand. Acknowledge them! One way to do this is to simply respond to their comments and posts. Another easy and effective way is to highlight one of them as fan of the week (FotW). Dunkin’ Donuts does a great job of showcasing their fans. They previously called out Winter Iced Coffee drinkers. For Valentine’s Day they sought couples who have a shared love for Dunkin’ Donuts and featured a couple’s version of their fan of the week. They’ve since returned to their original FotW and actually crowned ME! as this week’s fan (photo left). Though I won nothing but Facebook fame and a shout out from one of my favorite brands, I can, from experience, say this tactic is extremely successful.

Engage and Provide Value: Offer information relevant to your consumers and provide this quality content regularly. Share news about your brand with your fans in advance, before it becomes available to non-fans. Create connections with them by encouraging discussion and interaction and responding to their discussions. Beyond traditional content, give them access to multimedia (photos, videos, games) and other applications. Coca-Cola offers free fan downloads including wallpaper, screensavers and emoticons. Pringles, on the other hand, engages fans via reviews, discussions, original interactive games and a video series of short comedies. If you actively engage your fans and provide them with valuable content, they will want to return and interact with you and your brand.

Reward: Some companies offer incredible rewards for becoming a fan. We think it’s important to continue to reward them for remaining your fan. Let your fans know they are appreciated by giving them something special for their continued support and fandom. Offer fan coupons and discounts or conduct contests. Banana Republic is currently giving their Facebook fans a 30% off discount to coincide with the release of their new spring chino collection on Tuesday, Feb. 23. By rewarding your fans with coupons and contests you ultimately have the potential to create ongoing customer loyalty among them.