This is Day 5 of the 30 Days to 3,000 Fans program. You can learn more about the program here.
So far we’ve discussed a few of the basics behind promoting your Facebook page. Now we are going to go over a few tips and tricks that are going to help you reach the 3,000 fan target that we set at the beginning of this guide. Keep in mind that for some companies, 3,000 fans is excessive while for others 3,000 may not be a lot. You need to effectively assess your goals and figure out a good number that makes sense for you during the 30 day program.
Target Nodes and Influencers
In the “Tipping Point”, Malcom Gladwell discusses how key influencers can be the drivers behind viral consumer epidemics. The point is that the most connected individuals that are also connected to other highly-connected nodes end up having a ton of influence. We all know super-connecters and if you are looking to build your public profile’s fan base, you should be targeting them. Randomly pursuing these individuals is not the best way to go about it though. A well planned and well executed targeting process will yield the maximum results.
How To Perform Influencer Outreach
There are a number of reasons you shouldn’t just start randomly messaging influencers. The first is because it’s just bad form. Aside from that, if you randomly message people, you will miss out on a ton of opportunity. The largest opportunity is the phenomenon of overlapping networks. If two influentials share friends, the odds of your public profile becoming a recommended Facebook Page or ending up in a user’s highlights area on their homepage will be substantially increased.
So now that you know why I don’t like randomly reaching out to influencers, let’s explore the best way to go about reaching out to influencers. Here are the steps that I suggest going through:
- Influencer Outreach – Prior to reaching out to individuals, you should figure out who the most influential people are in a given network. There are a number of ways to go about doing this but the easiest is just to find individuals with the most friends in a network. The easiest influencers to find are among your friends since you’ll probably know which friends are influencers. Outside of your network it’s useful to browse through individuals on Facebook based on individual Facebook networks (organizations and geographic networks). You can quickly browse through networks and jot down the names of those individuals that have the most friends.
- Initial Outreach – Reach out to network influencers and introduce yourself. Spark up a conversation and explain to them what you are working on. Do not copy and paste messages. If you send the same message to tens or hundreds of individuals, Facebook will mark your account for spam. You need to actually build relationships with these individuals. It’s fine to make small changes to the first messages that you send out but following those initial messages, you want to spend time fostering a positive relationship with the influencers.
- Launch Day – After you have built up your list of network influencers set a date for getting those influencers to become fans. On that day, reach out to each of your influencers and tell them to fan your Facebook Page. Depending on how many influencers you have, you may want to consider a phased launch approach. Whichever model you pick, make sure that you do some research and some basic planning.
Keep in mind that some of these are guerilla marketing strategies, not traditional marketing strategies. Would Facebook encourage you to take each of the steps listed above? Probably not but the bottom line is that it works. If you abuse the system, Facebook will surely ban you. Theoretically collecting large amounts of data about network influencers can be a violation of Facebook’s terms of service but it’s also readily available information. Any research you do on Facebook is at your own discretion so make sure not to abuse their system!
Come up with a list of at least 20 influencers that you can reach out to. Begin an initial conversation with each and aim to have them all become fans of your Facebook Page on the same day.