For a brand to increase its reach on Facebook, it must invite all
Facebook friends of its fans inasmuch as the total number of these friends can be as much as over 100 times the size of the fan base. This holds true particularly for brands that have over a million fans. With this wide reach, a brand can expect to gain more Facebook users browsing its page. This could lead to new customers. But, of course, all this could take some time especially for brands that are still starting out on the social networking site. It is therefore imperative that a brand create Facebook content that its fans would want to share to their friends.
A hundredfold increase in the number of fans should not make a brand rest on its laurels as this is not the ultimate goal. The bottom line has to be kept in mind and this means getting business from the fans, making them repeat customers and even advocates of the product. Engaging with the fans is the key to this goal. A brand should not be content with the number of likes it gets. It can‚Äôt just read the comments and leave them at that. What it needs to do is to reach into their newsfeeds and engage with the fans in a creative, interesting and entertaining way.
Making the content useful and relevant to the fans will give value to the time they spend for the brand on Facebook. This would make it easier for the brand to engage with the fans and turn them into its consumers who return for more as their interest is held. Naturally, for fans to be repeat customers, they have to be highly satisfied by the experience. Can a brand afford not to invite all Facebook friends of its fans?