Is Your Facebook Page A Tupperware Party?

      

Let’s say you go an event and you meet someone you really hit it off with.  She is outgoing and friendly and seems interested in you.  At the end of the night, she asks for your card and says she’ll be in touch so maybe you can get together.

In a few days she calls and invites you to a party at her house. Excited at the prospect, you go and find a good number of people there. Much to your surprise, however, it turns out you’ve been invited to a Tupperware party. Here, you were thinking that someone was interested in you and maybe this would be an opportunity meet a new circle of friends but now  you feel a bit like a mark. If you have ever “liked” a Facebook page (or followed someone on Twitter) and find yourself getting pitched over and over again, you’ll recognize the feeling.

A Facebook page is a bit like a party. It’s part of your home on the internet. When you invite people to your home you hope that people will meet others whose company they enjoy; who might find something in common with a friend you introduce them to. You are the host, you provide the food and wine, but you don’t make speeches and you don’t turn it into a place to talk about yourself and your products all the time.  No one likes to feel like a mark.

You may be in the business of selling products, but Facebook is not an e-commerce system.  It’s a place to be a gracious host, to show that when it comes to your (you fill in the blank with your product) this is the place to be to enjoy the lifestyle, the comaradery, the learning opportunities, and the support that enhance the experience of using that product.  That’s not to say you never sell on Facebook.  In the same way that your friends do occasionally ask you to support a cause they are interested in or buy Girl Scout Cookies from their kids, you will earn the right to occasionally talk about your products. But that is not an appropriate focus for Facebook.

So, how will this help your business?  The relationships that develop mean that what you sell is no longer a commodity.  It means that people who have engaged with you and the others who get together on your Facebook page have more of commitment to your brand because you’ve created meaning for them.  No one place where you meet your customers is an end all, be all.  Facebook is one place that people who might buy from you have the opportunity to spend time with you.  Respect their time respect the atmosphere of Facebook and you’ll earn a place in their hearts and minds the next time they are making a decision whether to buy your product or that of a faceless brand.

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3 Responses to Is Your Facebook Page A Tupperware Party?
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