Time For Facebook Pages to Get More Relevant

Last night was the BCS National Championship game. In case I had been living under a rock all last week and hadn’t seen any coverage leading up to the game, I would have known the game was last night because of Facebook. Not because all my friends were discussing the game via status updates, but because a lot of the Facebook Pages I have Liked asked me if I was going to watch it.

Admittedly, I Like a ton of brand Pages on Facebook because it’s part of my job to stay on top of trends in social media and see what other brands are doing. But when over a handful of those Pages are asking their Fans if they are watching the game tonight and nothing else, I find that a little ridiculous. Not due to the fact it’s clearly unoriginal, but because the brands are not attempting to tie the game or anything to do with it back to their brand or products. Look at the examples below:

Papa John's

Why would someone care to tell Acuvue or PowerBar who they like in the game?  Why is Papa John’s, a brand that has really leveraged social media well in the past year, just asking people to “Like” their post if they think Oregon will win? Instead they should be telling us about a pizza special they are having tonight for people throwing watch parties.

Anyone that has ever managed a Facebook Page has made the obligatory happy holiday post or “what are you doing this weekend” post or lets ask something about a huge pop culture event post. I know I have. We all have because they are easy wins.

Who doesn’t want to “like” a post that says Happy New Year or leave a comment on who they think will win the Super Bowl? It makes even more sense when you understand Facebook News Feed optimization.

I’m here to say enough! Enough with irrelevant posts just for the sake of posting and trying to accumulate likes and comments so you can tally them up like winter snowfall. This is the year experimental comes off of social media for brands, if it hasn’t already.

That means having a content strategy and editorial calendar. That means not coming into work every day and searching for things to post about because you have run out of things to say. Posting about the BCS Championship Game is not a problem. Look at these examples of how brands tied it to their product offering:

Krispy Kreme
Taco Bell
Southwest Airlines

Fast food brands talking about getting food to eat for watching the game and an airline drawing awareness to how to quickly check in for their flights if you are traveling to the game. These brands took a major event and made it relevant to their brand because they know people didn’t Like their Page to talk sports or share their TV viewing habits. Someone probably even saw Taco Bell’s post and went out and tried that product. What is the desired result from the not so great example posts?

Social media is growing up. Your audience deserves more and will soon start demanding it. It’s time to get more relevant. Don’t wait – start now!

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