{"id":5928,"date":"2015-07-08T22:20:20","date_gmt":"2015-07-08T22:20:20","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=5928"},"modified":"2015-09-17T21:50:41","modified_gmt":"2015-09-17T21:50:41","slug":"most-brands-dont-look-people-in-the-eye-digitally-on-facebook-progressive-2","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2015\/07\/most-brands-dont-look-people-in-the-eye-digitally-on-facebook-progressive-2\/","title":{"rendered":"Most Brands Don\u2019t Look People in the Eye Digitally on Facebook ~@Progressive"},"content":{"rendered":"

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ttps While I can name several big brands that are killing it on Twitter for relationship building and engagement, I don\u2019t think I\u2019ve actually seen one that\u2019s getting Facebook right. Sure, they invest quite a bit in making their business pages look great\u2014they might even have a powerful content strategy for posting and curating things their audience finds valuable, and an ad budget to boot! But the one thing that all brands could be doing better on Facebook has nothing to do with cranking out more content or spending more money on ads\u2014it\u2019s developing a one-on-one strategy.<\/p>\n

We\u2019re Lazy Marketers<\/strong><\/p>\n

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In my new book, How to Look People in the Eye Digitally<\/em><\/a>, I talk a bit about how lazy we\u2019ve become as marketers. We want to get in front of a zillion people. We want to send them a bazillion messages. We feel pressured to publish lots of content. We want to do it all NOW. But we\u2019ve lost touch with how to listen to people\u2014how to watch them when they\u2019re talking to us. People on social channels have become data points instead of human beings, and we spend way too much time trying to get something from them.<\/p>\n

On Facebook we measure all those things we want to get from our audience whether it\u2019s likes, shares comments or clicks, but we miss the most important part\u2014the\u00a0ability to look into the life of a person and see what they\u2019re really about, and open up a one-on-one dialogue.<\/p>\n

Granted, it\u2019s a little easier on platforms like Twitter and LinkedIn, where everyone that\u2019s connected can see the other person\u2019s profile and browse their posts. But not everyone\u2019s on Twitter or LinkedIn. If your audience primarily hangs out on Facebook, that\u2019s where they want to converse with you. You need to find ways to get to know them there.<\/p>\n

Time to Get Personal<\/strong><\/p>\n

I have a personal profile on Facebook, and I use it to get to know people. If you have a brand page, that\u2019s great\u2014but someone on your staff needs to also leverage their personal page to \u201cfriend\u201d members of your audience. This is a must, because watching a person\u2019s profile is the best way to find out what makes them tick, and to start up human-to-human conversations that build trust and loyalty.<\/p>\n

Use it to reach out to people who have commented on a post or have sent a private message to you. Check out their \u201cabout\u201d section, their photo albums, the places they\u2019ve been\u2014and delve into their timeline to see what they like to share. Get a sense of them as a person.<\/p>\n

Whether you\u2019re a CEO or a Customer Experience Manager, this exercise is invaluable. It reveals so much more about a person than you can glean from an email, message or phone call. Even from a purely informational perspective it\u2019s a goldmine, but don\u2019t stop there. Use what you learn to be more proactive at human business. Here are just a few ways you can leverage this knowledge:<\/p>\n