Why should I visit your Facebook page? [Web Wednesdays]

Listening to the local ads on sportstalk radio yesterday, I heard back-to-back commercials close with:

“… and be sure to visit our Facebook page!”

Now, in both cases, it was said with a certain degree of enthusiasm. But, also in both cases, that was all that was certain.

Why should I visit your Facebook page?

Listen – I get it. Facebook, twitter, YouTube – they’re all tantalizing methods of broadcasting your methods cheaply.

And that’s exactly where you’re going to fail – by using them as methods of broadcast.

Just because it’s cheap doesn’t mean it’s effective.

Would you take the tour from the guy offering $1 helicopter rides?

You have to let me know The Why.

And I’ll warn you, if you’re not a social business – that is, if you’re not a nightclub, restaurant, sports venue – you’re going to have an awfully hard time convincing me why I should be sure to visit your Facebook page.

But you can try … and when you try … be sure to tell me why.

And I hope, for the long-term health of your company, it’s not simply to offer your products or services at a cheaper price.

I suspect you’re better off trying to use social media to listen and deepen relationships with your current customers.

I suspect you’re better off using that precious paid advertising time or space to persuade me to try and do business with you, or to further position yourself in my heart and mind.

I suspect you’re better off saying something evocative.

I suspect you’re better off saying something memorable.

I suspect you’re better off saying something sticky.

Meanwhile, with regards to visiting your Facebook page, I’m just plain suspect.

But please, feel free to prove me wrong.

Why should I visit your Facebook page?

We now return you to your regularly scheduled broadcast.