A week ago I got an email from my boss asking if I had heard about the Crock Pot Girls Facebook page. I hadn’t, but I quickly learned 2 things:
Suddenly, everyone in the marketing group, including my boss, was looking to me to explain what happened.
So, did I sweat and fret and struggle to come up with an explanation that would justify why, as the Social Media Director at Cozi, I hadn’t produced in two years what this page had done in just two weeks? Nope. Here’s why:
The truth is it doesn’t really help you or your business to stress out about how the Crock Pot Girls got there.
See, I do not believe that social media is a zero sum game; If the Crock Pot Girls have a million+ fans, good for them. Their fan count does not in any way prevent you from continuing to benefit from the excellent Facebook page you’ve already built. One that you use to engage your customers, gather product feedback, develop a nuanced understanding of your audience, deliver great product support, and so much more.
And if your page is NOT doing all those things for your company, the last thing you want to do is spend your time worrying about someone ELSE’s fan count.
But wait! What if you have a crock pot or recipe fan page and website? Isn’t it a zero sum game then? Aren’t they stealing all your customers’ eyeballs?
I have good news for you: If they actually do a good job and make that Crock Pot Girls page super engaging, then they aren’t stealing your customers from you, they are AGGREGATING them for you. You now have the ideal place to park your limited marketing dollars in the form of a super tight and targeted campaign of Facebook ads – to be served exclusively to the fans of the Crock Pot Girls. After all, who is more likely to click “Like” on your crock pot recipe page than someone who already likes a page about crockpot cooking? And if their page sucks and fails? Then they aren’t hurting you are they?
So, go ahead and read about these fun viral hit stories; Heck use ’em in your presentations too. But then go right back to staying focused on what you were doing before your boss asked you about this: build a great page that works for YOUR business goals.