Millennials make up the core of the Facebook users, they are the people who are between the ages of 18-29 and have grown up in the age of social media. They have made social platforms like Facebook a daily part of their lives and will check in for everything from world news to what their friends are doing. So when crafting your Facebook marketing strategy it’s a good idea to be in tune with this crowd.
In a recent study by Appalachian state university’s communication department it was discovered that 75% of millennials said they had “liked” a brand page on Facebook. The interesting part is that 69% of them said that once they “liked” the page they rarely or never returned. In the study one of the professors, Dr. McCorkindale, gives us a theory on why this may be.
“In public relations, one of the basics of what we do is build relationships to hopefully get individuals to engage in some sort of behavior. It’s clear that the 18- to 29-year-olds are not as invested in an organization as the organization may think they are when they click the ‘like’ button or click ‘follow.’ It’s fairly consistent in the research that Millennials like organizations that give something back to them.”
In general when marketing to millennials on Facebook it’s important to make sure that you’re not just “giving back” by offering coupons, or products, but by offering your fans information or content that is interesting and relevant. Social media is about building relationships even between brands and consumers, so why would you cheapen that relationship by only offering up deals and coupons. To really build a relationship and engage your audience you have to offer them something more that they can actually engage with on a daily basis. As much as you may want to drag your traditional marketing into the Facebook realm it just doesn’t translate very well.
Do you need help developing a Facebook Marketing strategy that engages your users and builds a relationship with them that will keep them coming back again and again? Contact Wikimotive for a free evaluation of your current tactics as well as advice and help on what you can do better.