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The dark side of Facebook fan pages

March 4, 2010 • posted by Heather

Picture this: I’m working away in a cramped London hotel room. I’m there for SES London, along with many other of my geeky SEO friends.

Suddenly, I get a Facebook fan page request from a person who shall remain nameless.

And then I got another. And another. All from the same person.

At the end of the deluge, this person had sent out about eight “become a fan” requests (it could have been more, actually,) all within five minutes.

A few minutes later, I head downstairs for dinner. One person checks his iPhone and groans about all the “become a fan” requests. Another person checks his email and makes the same comment. We compare notes and realize, yup, these requests were:

  1. All from the same person, who was…
  2. In our industry, so he was probably…
  3. Setting up Facebook fan pages for his clients (most of which were local to this man, and therefore, we had never even heard of the companies)  and…
  4. Sending out bulk “become a fan” email requests to everyone in his Facebook network on behalf of his clients. You know, the companies that none of his Facebook friends had ever heard of.

Within five minutes, this person was “unfriended” by five people. Probably more – I’m sure we weren’t the only folks in his network to feel this way.

Folks, I am all for Facebook fan pages.  I think they offer businesses a fantastic way to reach customers and engage in a two-way dialogue. Heck, even I have a SEO copywriting Facebook page.

But when it comes to promoting your fan page (or your client’s), please, please use some common sense. Sending out client fan requests to everyone on your friend network is just plain irritating. How could I have any kind of “connection” to a company that’s across the U.S. from me? How is that targeted? It reflects poorly upon the marketer and poorly upon the company.

If you’re cringing a bit because you’ve done the same thing, I know you meant well. You really did.  Heck, I’m sure the guy who sent out all the Facebook notifications meant well.  I’m sure he wanted to build up his client’s fan network and show some initial success.  The thought was nice. But there are other ways to reach that goal.

So, before you send out “bulk-fan” notifications, ask yourself:

1. Does my friend have any connection to the company that I’m promoting? If you’re promoting your own company, it may be appropriate to email more folks within your network (although Kenny Hyder says no in this funny and spot-on post.) But if you know that your friend lives in California, and you’re asking them to become a fan of a small, local Vermont-based business, you probably aren’t going to get much play.

2. Do I have a page that’s worthy of fandom? If it’s a brand-new fan page without much interaction, consider bulking up your content before trolling for fans. Otherwise, you’re asking folks to fan (otherwise known as “recommend”) a page that’s not even ready for prime-time.

3. How would I feel if I received this fan request? Just because people can easily ignore a request doesn’t mean that you should make them spend the time to do so. If you’re on the fence, don’t send it.

Friends don’t let friends send spammy Facebook spam requests, m-kay? Think about it.

Filed under Freelance SEO copywriting,In-house Content Marketing,Reputation management,Tips and techniques

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Does your content piss people off?

February 16, 2010 • posted by Heather

A few days ago, my husband and I were watching an ad for Teleflora. It was your typical Valentine’s Day ad – a woman received flowers at work – but they were brown and wilted. She was obviously disappointed. The lesson: If you don’t purchase your flowers from Teleflora, the love of your life may question how much you really care.

The ad made my husband angry. First, he said, why are all Valentine’s Day ads targeted towards men? Why aren’t there any targeted towards women? After all, they buy Valentine’s Day gifts too (good point.)

But what made him the most angry was what he felt was the subtext of the ad. In his words, “OK, so I’m a tool if I don’t send flowers – and I’m even more of a tool if I send flowers and they aren’t the right kind. Men can’t win.”

(Fair disclosure: My wonderful husband celebrates Valentine’s Day 365 days a year. His ad resistance had everything to do with the messaging, and nothing to do with the concept of celebrating your beloved.)

When you’re writing copy, it’s so important to consider how the target audience will feel about your content.  On the surface, the Teleflora ad was probably seen as witty and original. But since the target audience is men – and men are getting told yet again that their gifts had better measure up on Valentine’s Day – how effective was this ad, anyway?

This is especially important if you’re writing copy about “touchier” subjects. For instance, think of people who need high-risk car insurance and SR-22 forms. This population is already facing higher insurance fees, and are dealing with the stigma of needing a SR-22 in order to drive.  If you are part of this target audience, would you rather read:

“Accidents, violations = OK!” (The General Car Insurance) or…

“This is auto insurance for people that many insurance companies do not desire to insure or for people that have had a policy cancelled” (High Risk Auto Insurance Ontario.)

You see the difference? The General makes a positive statement (OK!) while the other site reminds the visitor that yes, they did mess up royally.

As I stated in “Do You Know What Your Prospects Are Really Thinking”, your target audience is looking for excuses to NOT buy from you. When you write content that disempowers, embarrasses or freezes prospects with fear, they won’t react well. In fact, the only reaction you may see are huge bounce rates.

The important takeaway from these examples is to always – and I mean always – put yourself in your target audience’s shoes. Ask yourself how you’d feel if you read the copy. Would you feel empowered and positive (OK!) Or would you feel like, no matter what you did, it wouldn’t be good enough (Teleflora.)

Focus on writing copy that’s empowering, exciting and informative. You won’t piss people off – and your site conversions will show it.

(Private note to ProFlowers – your site is still focused around Valentine’s Day – and it’s the 16th of February. Oops!)

Filed under Blog writing,Direct reponse copywriting,In-house Content Marketing,Reputation management,SEO Content marketing,Tips and techniques

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