This blog is the first in a series of four which will discuss Ecommerce’s Top Four (on Internet Retailer’s Top 500 List) Facebook marketing strategies, for better or worse. In today’s blog we’ll take a look at what Amazon.com Inc., the #1 Internet Retailer, is doing right and wrong on Facebook.
A. Fan Engaging Posts
Right away it is easy to see (in the screen shot above) Amazon.com’s efforts on Facebook is paying off. They know how to create posts to engage fans. Notice they ask a question to not only engage fans but to bring focus to a particular product. We’ve seen that many times just posting a question alone will elicit anywhere from 5-15 times more response than just posting an obvious promotional message.
For example, say Amazon posts something like, Check out our new Gold Box Video Games. What can fans really say in response to that and who really wants to see this kind of post in their “life stream.” People allow commercial posts into their Facebook “life streams” because it brings value AND gives them a chance to interact with the company on a level never before possible.
So, take it from Amazon, fan engagement is good!
Now check out this other screen shot (above). Notice how it’s also a question, but what’s different about it, besides the fact that it got more comments? If you guessed, “emotion,” then you’re right! The underlying emotional element of humor makes people want to share their story with other fans. Amazon asks:
What’s the funniest thing you’ve ever captured on video?
That kind of question makes people want to think back about their experiences, which is a good feeling, especially when it’s about something fun. Then, fans get to share that experience, and hear feedback from others who have similar experience. The emotive posts have a ways of creating a feeling of bonding of strangers and brand around a topic to which everyone can relate.
B. Improving Post Engagement
What’s missing from the comments? If you reviewed the different comment threads you would notice the one thing missing is Amazon’s response! Wouldn’t it be nice if the one asking the questions at least weighed in on the conversation?! A question with no response counts as a half effort.
Retailers who are serious about keeping fans interested will at least strive to be more engaged in the conversation. For example, in the second post sample, Amazon could have shared what Jeffrey Bezos’s funniest home video was! And even if they could have just responded with a list of those fan posts they thought were most memorable, it would show they are LISTENING, which is key to having a productive “social conversation.”
C. Make a “Splash” with Facebook’s Intro. Pages
Amazon’s Intro. Facebook page is clean, direct, brand relevant and professional, but does it really make a splash?! These intro. pages (the ones non-fans see before becoming a fan) are often referred to as splash pages because they’re supposed to really wow new fans. That doesn’t mean they all have to be set in disco lights, but at least integrate some level of interactivity. For example, a drop down menu leading visitors to different departments at Amazon.com would be a useful value-add. Or maybe a link to chat live with Amazon.com’s customer service. Anything besides the generic photo of a woman pointing visitors to “like” the page would be preferable.
Summary
Amazon’s FB isn’t too bad, comparatively speaking. What’s most encouraging to other internet retailers is that even the smallest retailers should be capable of doing about the same promotions the big boys, like Amazon, are doing.
That’s right, the most important part of social media isn’t the graphics or product photos, it’s how you talk to fans…that’s what you’ll be judged on here!
Links to the Complete Four-part Series:
1) Analyzing Amazon’s Presence on Facebook
2) What Staples is Sticking to Facebook
3) How Dell Is Dealing With “Service Sucks” Comments on Facebook
4) Is Apple Having a Brand Identity Crises on Facebook?
