Facebook Marketing Rule #7: Make Word-of-Mouth Advocacy Easy

By Andrea Vahl, John Haydon, Jan Zimmerman

Gravitating toward the person you have a relationship with is human nature. That’s precisely why word-of-mouth advocacy is essential. It’s a fact that customers trust their friends and other customers more than they trust a brand.

Think of it this way. If you were going to buy a new pair of running shoes, who would you listen to: your good friend who is an avid runner and who just purchased a pair, or the shoe manufacturer that’s posting a promotion about those shoes on its Facebook Page?

To encourage word-of-mouth advocacy, make it easy for your fans to talk about you. Here are a couple of suggestions:

  • Ask a fan to like a post or share a post. When you post a link to a new article on your Facebook Page, add a line at the end of the post that says, “If you like this article, please click the link to share it with your friends!” Keep the tone light and conversational, and your fans will be happy to oblige.

  • Do something that encourages self-expression. People love to talk about themselves and share their thoughts, feelings, and feedback. Create an experience that makes them want to share your content with their friends. This is how the viral experience is created. To do this, you can create a poll on your Page or run a contest that gets your audience excited about engaging with you.