In this special feature of 'Ask Entrepreneur,' Facebook fan Amy Clark Braden from Austin, Texas, asks: Which social network is better for converting followers into customers? So far we haven't had much luck with Facebook. What about Twitter or Google+?
Converting customers through social channels is not as cut-and-dried as most business owners think is should be. Put yourself in your customer's shoes and ask, "Why would I engage with this brand on Facebook?" Often, the answer is not, "So I can buy stuff from them."
Perhaps a better question to ask is, "Where would I buy things from a brand?" Chances are, Facebook is not going to be the first answer for many.
Consumers see the social layer around a brand as one that supports their buying decision in providing engagement and information pre-purchase, then supports them after the purchase when they have questions.
There's a disconnect when brands say, "We want to use Facebook to engage our audience," but then expect the result to be purchases. It's also misleading to think that your Facebook fans are the same type of captive, opt-in audience that you might find in, say, your email marketing list. They clicked a like button. It's a virtual high-five. The barrier to entry there isn't much of an obstacle.
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