There’s nothing worse than scrolling through a Facebook page that’s just update after update of sterile, corporate schlock hidden behind a corporate logo that reads like Ben Stein reciting a page from the phone book. (Well, maybe Gilbert Gottfried narrating 50 Shades of Grey, but that’s a whole other level of psychological torment.)
But there are so many companies in our industry and otherwise that, quite frankly, suck at social media.
Before I go too far, I feel the need to throw this out: By no means am I a social media expert.
While overseeing ETE REMAN’s online activities is part of my duties, it’s of my personal opinion that most social media experts don’t know their behind from a hole in the ground. Managing an online community – and that’s what we’re trying to build with our social media efforts – is equal parts art form, science experiment, and communication experience. We do what works for us, and a lot of that comes from seeing what does (and doesn’t) work for others.
So, what works? Check out these 5 Ways to Rock at Facebook, including a few of our automotive friends that get it.
1. Content
If this feels like déjà vu, it should. I’ve beat this horse like Ivan Drago beat Apollo Creed (too soon?). But the fact remains that all of your social media efforts are wasted if your content is crappy. From the time you log into Facebook to the time you click “post,” you should be asking yourself if your reader will actually give a damn. Does it entertain? If not, does it engage? If not, does it inform? If not, don’t post it. Simple as that.
2. Originality
Congratulations! You’ve identified what is working well for someone in your industry. Do you: A. Figure out what it is about the post/photo/video/link that makes it work and adapt that to your audience? Or, B. Copy it almost entirely?
If you chose B, click the little X in the top right corner of your screen.
It’s okay.
I’ll just wait here.
Do it; click the X.
…
Ugh! Thank goodness those guys are gone!
Someone once said that imitation is the sincerest form of flattery, and sometimes it’s true. However, if you’ve ever seen Single White Female, you know that it’s not always the case. It’s frustrating and annoying to see your concept so brazenly copied. Take what works for others and make it yours.

3. Personality
The amount of connection your audience has to your logo lies somewhere between jack and squat. Most people are smart enough to realize that a logo isn’t posting this status update. It’s the people behind the logo that do. Drop your corporate mask and show your fans a little personality.
AAMCO Transmissions of Venice does this well. Not only do they use a photo of an actual person as their logo; they consistently deliver content with heart, opinions, and personality.
4. Interaction
At the center of social media is the desire to create and maintain connections. It’s a two-way street. Whether you have a team that handles your social activity or you’re the shop manager posting from your smart phone, the goal is to encourage interaction. Part of it is, again, creating good content. But another part is actually asking for a response. It sounds almost ridiculously simple, but sometimes “encouraging interaction” looks an awful lot like “HEY! LOOK HERE! POST A COMMENT! WE’LL LOVE YOU FOREVER! [insert jazz hands here].”
Once you get over that hurdle, support, develop, and moderate your Facebook community until you have an environment that makes your fans actually want to share. Or like. Or comment.
We’re impressed by how the folks behind AAPEX encourage interaction. Not only do they use their Facebook page to keep attendees and exhibitors up-to-date on pertinent event info, they’ve built an engaged, informed community around this event.

5. Variety
As it turns out, there are more features on Facebook than just posting a status. Photos, video, links, polls, contests, and a slew of other modes of interaction are just a click away. Variety is the spice of life. And I like my life piquant.
Having regularly scheduled posts are important; they’re the backbone of your community. Between scheduled posts, mix things up. Post a photo of your welcoming lobby. Profile a coworker. Share a quote. Use a little creativity to make things interesting. That’s what our friends at CustomerLink do. Each post is compelling and unique. It keeps their feed from becoming monotonous, which keeps their audience coming back for more.
 
 
 
 
 
 
 
 
Are there any companies you follow that do Facebook right? Have you done something on your own page that took off? We’d love to know! Share your story below. And maybe, if you’re lucky, we’ll send you a Reman U swag bag.

Even superheroes need sidekicks. While she’s not quite ready to throw on the unitard and mini-cape just yet, Aimee Brock (aka Jill of All Trades) steps into the spotlight in this week’s Reman University. Want to hear more from Aimee? Let her know!