What it means is that the average Facebook user visits your conference, event, association or corporate Facebook page one time and one time only and that is to hit the like button. After that, they interact with you on their wall, through their newsfeed. They rarely come back to your actual page.
This means that you need to spend more time crafting your message and should stop worrying about your page and how many cool doo-hickies you can add to it to impress people. Trust me, if people are interested in your event, they are going to like your page.. they could give a rats ass if you have the latest and greatest application adorning your pretty little page.
The person who liked your page has invited you into their living space, to speak to them to interact with them…. it is imperative that you work on the message so that you stay relevant and wanted and are not relegated to the “hide conference A” or “Unlike association B” button.
Unliking or hiding is something that happens a WHOLE lot, especially when your message is asinine, repetitive or not useful. Posting “Earlybird Rates end tomorrow” over and over and over is going to get you hidden or unliked real quick and it is you who has lost something, not your attendee.
I have personally interacted and liked about 100 pages and all but a few are now hidden. Why are they hidden? Because the message sucked or was loud or stupid or 100 other things that make them annoying and not useful…. being anyone of these things a few times is forgivable, over and over equals a fast unlike.
The ones that I continue to read? Interesting, insightful, thought provoking, interactive….
Here are a few Facebook Pages that you can learn from….
Social Media Examiner (probably the best on this list)
What is not important is the content of each of these pages, the content is meant for the fans of these brands (and yes, they are all brands, as is your meeting, conference or event)… what is important is to learn from their interactions, how they share and react.. what makes these groups a community (read: cult). Copy the thinking and the style and the interaction types, use content that your tribe will understand and want and create a cult of your own.
The people that like these pages are brand advocates, they are the ones that are carrying the message the world through their own Facebook walls and encouraging others to become a part of these tribes.
Your attendees can be this passionate too if you give them the chance, if you trust them and enable them to trust you…