Talking to your fans like the general public could well be causing frustration. Image: Flickr / altermark / CC-BY-SA

In the world of social media marketing, measuring success usually means trying to measure “likes,” comments or engagement. In the rush to push these numbers up, many focus almost entirely on mass-appeal efforts. In doing this, many brands are drowning out or damaging relationships with the strongest brand advocates.

Categorizing your fans

There are several different types of fans. Brand advocates, who have bought or used your product, love it and are willing to talk about it. Social media fans follow your social media accounts because they are interested in what you or your brand has to say. Finally, there are the fans who follow social media accounts only in order to get a deal or special consideration offered specifically for liking you or becoming a fan.

Why brand advocates are important

Of these three categories of social media fans, the brand advocates are always going to be the most important. These people will be the most vocal, the most challenging, the most interactive. These people do not need to be sold on your product or service; instead, they want information, to be made to feel special and have their efforts to spread the word about your company recognized.

Talk to your fans like family

In the rush to get more likes, fans and measurable engagement, many brands end up leaving their true fans in the dust. Brands and businesses need to talk to their active fans like the brand advocates they are. Most social networks do not have a specific method for separating true advocates from new fans who are there for a deal. This means that you should talk to your fans like family; a mix of deals for the new fans and brand information for the advocate fans. If you can’t do both, focus more on the advocates because those people will provide more long-term brand visibility than a sale ever will.