3 Must Haves for

Facebook Success

Aug 2011

Social Success

2

Social success is driving real business outcomes

through social engagement.

Everything about Facebook is so

enticing, yet just beyond our grasp. It’s

free. It’s huge. We find many

thousands of our customers there.

They ―like‖ us. They tell us what they

want, need and wish for on our

Facebook page walls. It seems the

perfect social media engagement

platform.

The Allure of Facebook

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Yet with each status update, each

positive comment, every customer

inquiry and all the ingenious product

ideas we see disappearing from the

Facebook wall every hour, we find

ourselves wondering what we’re doing

there at all.

The Truth About Facebook

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What good is Facebook as a platform for social customer engagement unless

we can engage our social customers in ways that make real sense for our

customers and drives real business outcomes for the brand?

The good news is you can turn Facebook into a vibrant social customer online

community with the addition of just a few key must-haves.

The Good News About Facebook

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3 Must Haves for

Facebook Success

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1. Peer-to-peer Engagement

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Harnessing the crowd’s energy and fulfilling customer need is what social customer marketing

is all about. Harnessing the crowd’s energy to fulfill customer need is what peer-to-peer

engagement is all about.

Peer-to-peer engagement—enabling your Facebook fans to help each other—with question

and answer applications, community moderation, and rank and reputation features makes

immediate sense. It gives customers value when they get there—they can search for and find

useful information. And it drives real business value for the brand—less support calls means

less support costs.

2. Influencer Tracking

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Not only must your Facebook fans engage with each other, they must recognize and trust

each other in order for customer community dynamics to spark. The 90-9-1 Principle holds

that content creators are just 1% of your audience, so it’s important for the rest to know who

they are and what they bring to the table.

Finding these key influencers, motivating them, helping them along is critical to Facebook

success. Rewarding your fans publicly for their contributions—elevating their status, featuring

their content, giving them additional privileges—is a sure fire way to discover who among your

fans are your key influencers—your brand superfans.

3. Deep Analytics

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Just counting likes and fans not only fails to measure the true business value of the channel, but measures it incorrectly, and gets in the way of achieving our objectives.

What should you know about your Facebook fans? Everything. Not only how many fans you have, but how many actually return, what percentage are active, how deep are their conversation threads, how many unique fans engage in each conversation, how quickly they respond to your messages and each other’s, how many actually return and the to the same conversation threads.

Only when you have deep insight into how engaged your Facebook fans are will you have the ability to assign quantitative value to your social success on Facebook.

A sound social strategy for your Facebook pages means moving beyond

counting fans and likes. It means leveling up, outfitting your Facebook presence

with a more oomph, and showing up on Facebook like you mean it.

Enabling peer-to-peer engagement will bring immediate value to your

Facebook fans by letting them interact with and help each other. Right away,

they’ll discover a new and vibrant community feel to your Facebook pages.

Finding and cultivating your influencers will get you more power out of the

channel by amplifying the most credible social voices you can harness. Lastly,

instituting a system of quantitative measurement with deep analytics will give

you a true measurement of the business value of the Facebook channel so you

can make informed decisions about what really works.

Facebook Success

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About Lithium

11

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We help great companies build brand nations for their

most engaged customers.

With Lithium, clients such as Best Buy, AT&T, Research

in Motion Limited (RIM), Univision, and PayPal to turn

their customers' passion into marketing, product

development, sales, and customer service assets.

For more information, visit lithium.com, or connect with

us on Twitter, Facebook and our own nation – the

Lithosphere. Lithium is privately held with headquarters

in Emeryville, California.

About Lithium

Follow us on Twitter

Find us on Facebook

Follow Us on LinkedIn

Join the Lithosphere

Find us on the Social Web

Additional Resources

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Lithium Resources

Lithium News & Events

why Lithium?

13

Deep

Engagement Great experiences for your most

passionate contributors—your

superfans.

Social

Science Rich data for analysis,

benchmarking, and optimizing

your social investments.

Driving real business outcomes.

Social

Success

www.lithium.com.

recognized leadership

14

Lithium is Number 1 in:

▪ Current offering

▪ Features

▪ Strategy

▪ Clients

November 2010 “The Forrester Wave™: Community Platforms, Q4 2010”

www.lithium.com.

Lithium Resources

15

▪ Social Support with Online Communities Whitepaper

▪ Gartner Magic Quadrant for Social CRM Q3 2011

▪ Forrester Wave for Community Platforms Q4 2010

▪ The Lithium Social Customer Suite • Lithium Community Platforms

• Lithium Social Media Monitoring

• Lithium Customer Intelligence Center

• LevelUp for Facebook