Facebook is not a platform to sell your services or products
and this point could not have been made clearer than with a recent photo I
decided to share on WOMMA’s Facebook page last week. In case you missed it, here it is.
One week later, this image has garnered 107 shares and 87
likes. Since I have been at the helm of WOMMA’s social media channel (One year),
this one image has been by far the most viral and engaging post I have ever
shared, paid or organic. With all these platforms giving preferential treatment
to the big advertisers, that shows something.
In the end, this is why I tell everyone and their mother that
the social media giant is not made for selling your product. Consumers share
and interact on Facebook so they can either feel part of the crowd or because they
want to show off to their friends. That is why this image generated over 100
shares. Those 107 people wanted to be the one person in their group who could
say they found the next viral image. To put it likely, they wanted to show off.
And who could blame them? With the rise of Grumpy Cat (if
you haven’t heard of him, just check out any SXSW recap and he will undoubtedly
be mentioned) and numerous other cat videos, why not connect our obsession for
being socially connected with this feline?
Compare this post to any other WOMMA post related to the
blog, an event, or even thoughtful images that link back to the blog and the engagement
doesn’t even compare.
People do not go on Facebook to see what brands they like
are doing to make money. Consumers go on Facebook to see what their friends and
family are doing. If they happen to see something posted by a brand that would
resonate well with their group of friends, they will share it.
So the next time you decide to share a link to your event
page, think again.
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