I recently read an article that said that a study has shown that 95% of wall posts on brand Facebook Pages go unanswered. 95%! This really shocked me. After all, isn’t the point of social media to be, well, social? Why on earth would you put up a Page, try to write engaging content that your fans see, and then ignore them?
It’s like being in a relationship where you want to do all the talking, and you ignore the other party. It won’t last long.
If you want to put all the time and effort required into creating an engaging Facebook presence, realize that you are making a commitment to the people that Like your Page. You are promising to make the time investment to read what THEY have to say as well, and acknowledge that. It’s NOT all about you.
When my company manages a Facebook Page for a direct selling company, we respond to 100% of posts. Our whole goal is to get people to interact with us. It doesn’t make sense to ignore people once they do. Even if it’s just a simple “Like” on someone’s comment, you have to acknowledge the fact that someone has interacted with you. It says, “I see you and I appreciate the effort you made to engage with me.”
And what if someone complains on your Page? Then what? Do you ignore that?
Even if you have a different process in place for customer service, you must still acknowledge that complaint on your Page. It says to ALL fans that you care about them, and are there to help. Even if it’s just a comment that directs people to the proper channels to share their concerns, DON’T ignore people!
A Facebook Page that ignores fan comments, or that does not allow the people that Like the Page to post, is missing the point of social media. It’s about engagement. It’s about conversation. It’s about creating a dialog that helps people feel more connected with your brand.
Don’t ignore or try to squash conversation. Embrace it. Sure it takes time, but it’s worth it.
Image Credit: Katie Tegtmeyer