It’s simple. Deliver a great brand experience that people want to be a part of.
Actually that’s not simple at all. But in the quest to embrace social media, many marketers are forgetting this basic rule. Yes, there are techniques to connect more effectively with your fans on Facebook and tools to amplify the voices of your advocates. And the importance of these methods is growing daily. With over 400 million users, Facebook has become an integral part of the daily routine of consumers across all age groups. But the hardest work in creating Facebook fans is creating passionate customers first.
I was reminded of this during a recent conversation with the CMO of BJ’s Restaurant and Brewhouse. The company recently assessed that it has one of the top three fans-per-location ratios in the food and beverage service industry. He attributed BJ’s Facebook success to having enthusiastic customers “who love this place.” The brand priority is the “flawless and relentless execution of every detail” so that BJ’s can “passionately connect with every guest, on every visit.” The restaurant’s focus is in the right place. Create passionate customers first.
As you assess your Facebook strategy don’t overlook this important building block. Without a base of passionate customers all the techniques and tools will only get you so far.