discussing Social Media with managers, their first question usually
is: “How many fans do I need to be successful in Facebook?” The
number they expect to hear is somewhere around ten thousand, as
it has a nice ring to it. My answer is always ten!
do people expect they need ten thousand fans on Facebook? Exactly
because it has a nice ring to it. It is, no more than an impressive
number that you can show off with, because as a number it has no
meaning. Ten would actually be more than enough if you sell Porches
or another expensive commodity, as long as you have a regular interaction
with these ten fans and if they are regularly interacting with you.
If they are true Porsche fans, it is most likely one of them will
buy one from you in the coming years, so you can calculate if the
investment in Facebook is worth this one sale (and you might even
sell 2 or 3). As a bonus you have got yourself ten new sales reps
almost for free, as these ten fans, if true fans, will be forwarding
your marketing messages and other publications, offers, etc. to
all their friends and contacts for you.
with each marketing campaign your first thought should of course
be: “Should I start using Facebook for my business at all”. You
should find out what your Facebook costs are and how much more you
expect to sell with it. Then compare that with all your other marketing
campaigns to find out if you are making more money with your Facebook
investment than with those other campaigns. This equation will tell
you how many sales you need to get out of your Facebook account
over a certain amount of time for it to be worth the investment.
Once you have these numbers, you can figure out how best to get
those sales and how many fans you’ll need more or less to reach
in case of the Porsche salesman, the amount of ten fans might be
enough to reach the amount of sales per year that will make the
Facebook campaign more profitable than other ongoing marketing campaigns.
However, in general it is more likely that you need a hundred to
a thousand fans to get a serious value out of Facebook. This is
also an amount you will be able to engage with on a personal basis
regularly, thus highly increasing their value as opposed to a faceless
mass of ten thousand who do not really feel involved with you. Because
in the end that is the strength of a Facebook campaign, your ability
to engage with your clients on a personal basis that will make them
feel you care about them, which in turn will make them value your
business over your competitors’.
is your experience with your Facebook campaign and the number of
followers you need for it to be successful? I am curious to hear
about some different experiences.