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Advertising / Electronic marketing / SEO / Social Media / Sales & Marketing
April 2014

Building Trust

Here’s how to use social media to increase your reach into the marketplace.

March 28, 2014
KEYWORDS facebook / fans / media / social
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So you got yourself a Facebook fan page…now what?

I see it time and time again, that excitement of creating a Facebook fan page wanes when the realization kicks in that now time is required to actually post stuff.<photocredit>iStock/Thinkstock/Robert Churchill</photocredit>

Then, the novelty wears off and the fan page gets abandoned. I’ve seen pages with thousands of fans just left there…totally ignored. Why? Because the person posting didn’t know what to post about, or just didn’t realize that it would require effort.

What if I told you that it doesn’t require as much effort as you think it might, and you can actually make money using a fan page? It’s true. With a few tweaks here and there, you can create a social experience that generates you a nice income.

One of the biggest mistakes using a fan page (especially with service-type companies) is constant postings of what the business does, sells or markets in their posts. You know what I mean, the slamming of ads, the barrage of coupons or the bragging of how the company is better than anything out there. Sorry, it doesn’t work. This is the true cause of why fans leave.

It’s like walking up to a person you just met on the street and saying, “Hey, buy my product!” You haven’t even struck up a conversation or got to know them in any fashion; you just want them to buy from you.

Building trust

“Money is a byproduct of value creation" is a phrase shared with me by Joe Polish. And it’s true.

Without value, people won't buy from you. With social media, people might not always see that value but they sense trust... so let’s tweak the phrase a bit. “Money is the byproduct of trust creation." Without trust, people won't see the value you create to give you money.

In order to build trust, you need to learn to communicate, strike up a conversation, be social. By learning to listen, understand and discover what your fans, friends and followers want, you can create better posts that educate, entertain and engage them which, in turn, leads them to bond with you and trust in you.

But how do you build trust if you don’t post? You don’t. The key to building trust and attracting followers is posting at least once a day, and not just about your business.

Choosing topics and posting

Post about the weather, the community, how your favorite sports team played yesterday, post about how an employee went above and beyond, or share a client’s success.

It’s not rocket science. In fact, I bet once you realize social media has nothing to do with promoting your business, your posts will actually generate more fans and added income.

I can hear you now. “But, I don’t have time for that.” I’ll make it simple for you.

Each Monday morning when you start work, write up six or seven posts.  If you are just posting to Facebook, then use their scheduler. That’s right; you can schedule your posts to be on autopilot.

Here’s how…

In the status box, when adding your post (or picture), you have the option of having your post go out at that time, or clicking the clock icon (3 o’clock inside a circle on your personal page, 9 o'clock inside a circle on your fan page) to schedule your post for a specific year, month, day and time.

<photocredit>Rob Anspach</photocredit>

 

 

 

 

 

 

Click the clock icon and your status box will expand with either a year, month, day, time or an actual calendar to select the appropriate day.

<photocredit>Rob Anspach</photocredit>

 

 

 

 

 

 

 

Here's the post that was scheduled back in January when this article was written.

<photocredit>Rob Anspach</photocredit>

 

 

 

Yes, you can schedule your posts far in advance. It varies from your personal page to your fan page, and you never know when Facebook will change things up, but the point is you have the ability to schedule your posts well in advance.

If posting your message to multiple platforms like Twitter, LinkedIn, Facebook and others at the same time, try using Hootsuite or GrabInBox to schedule.

Here's a post by Jonathan King of King of Kings Carpet Cleaning in Ohio that had nothing to do with carpet cleaning, but it did provide helpful information to their fans, friends and followers. The post contained 10 tips and spelled out exactly what you should do. You could actually create 10 different posts based on the tips and run one each day.

<photocredit>Rob Anspach</photocredit>

 

 

 

 

Here's another great example of how to build trust by providing a purely informational and helpful post. This one is from Donna Scalfaro of Carpet Care Services Inc., in New York.

<photocredit>Rob Anspach</photocredit>

 

 

 

 

 

 

Social media should be part of your daily trust building systems, in that it keeps your fans, friends and followers actively engaged in what you do and provides for them a way to learn and bond with you.

But it doesn't have to be time consuming. Learn to use it wisely and watch as people take notice and want to be a part of what you're doing.

Learn to be social!

Rob Anspach is the author of “Social Media Debunked” and “Share: 27 Ways to Boost Your Social Media Experience, Build Trust and Attract Followers”. He teaches entrepreneurs how to maximize their online & offline marketing experience, how to attract & retain affluent clients and how to profit from their passions. For more information, go to www.RobAnspach.com

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