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How to use Facebook to get more referrals

Carl Maerz is a co-founder of Rocket Referrals, a startup company focused on helping businesses gain referrals from customers.

Social media has become a generic topic. Everywhere you turn there are bits of information stressing the significance of these dynamic platforms to reach audiences and grow your business. OK, so having just written that last sentence I realize that this post also conveys that message, but I promise it isn’t generic. So let’s take a different look at social media, namely Facebook, and explore how it can be used get you more referrals for your business.

Referrals_buttonI am not the expert on all things social media. Hashtags are relatively new for me too (yet I feel compelled to use them). But, I am knowledgeable on #referrals and I understand what type of content resonates with people. According to a study published last December, 71% of adults are using Facebook. People are spending time there, too. And because so many eyes are glued to the website, businesses are fervently combating for the coveted spot on the News Feed. But there is a problem. So many businesses are so fixed on being in the spotlight that they forget to consider how well the actual message will be received by their audience. There is an opportunity for businesses to leverage the obvious connections between their vocal ambassadors and their friends and they #fail to capture it.

People #dislike being sold to

Let’s take a step back and think about why people are on Facebook in the first place. A study by the Pew Research Center published this month lists the top reasons users log onto Facebook. A couple of these include receiving updates and comments and sharing experiences with friends and family. Getting advertised to didn’t make the list. An obvious observation, yet so many companies continue to flood the News Feed with unwanted (and ignored) content. OK, so people don’t drive on the interstate to read billboards or watch TV programs to see commercials (outside of the Super Bowl) either. The point is, whenever a person can easily #ignore an advertisement, they will, and this holds true for misplaced advertisements (sponsored posts) in a user’s Facebook timeline.

This way is much better

Rather than spending time and money advertising on Facebook, find creative ways of getting your vocal promoters to say good things about you via comments. Sure, when people like your Facebook page it is #cool but it doesn’t go very far with the people who have never heard of you. Positive comments, however, reach new audiences with a message that is as close to a positive referral that you will get on social media. It means so much more when a prospect hears how great you are from someone they know. It will significantly dilute the feeling of being advertised to online and transfer trust from your ambassadors directly to their friends and family. Also, considering that half of all Facebook users have more than 200 online friends, the reach of the message has quite the potential.

Ask to be shared and recommended 

An easy way to get started is to add a Share button or Recommend button to your website and ask your happiest customers to provide you with a quick comment online. This allows people to add a personalized message to a link to your website before sharing it on their timeline. An added bonus with the recommend button is every time a user clicks on it you will gain a Facebook like for your page. Just think how much better this message will be received by its intended audience - and unlike sponsored posts coming from you, it’s free! Also, it doesn’t work to simply repost testimonials that you gather from other sources to your personal Facebook page. That comes across as bragging and is #lame. If you are interested in learning more, at Rocket Referrals we have a unique approach to gathering more Facebook likes and comments.

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