How I drove 1000+ fans to a new Facebook page in 1 week

Concept: My Fat Pet (facebook.com/myfatpet)
Time period: April 26-May 3 (1 week)
Hours invested: 4.5
Media budget invested: $36.56
Fans recruited: 1,000+
Page Views: 7,280
Page interactions: 84 (comments, fan posts)
Supporting Platforms

• Twitter (@myfatpet)
• Tumblr (myfatpet.tumblr.com)
• Wordpress (myfatpet.com)

While I consult companies and brands on social media marketing, the layers of bureaucracy within their organizations usually prevents them from being as successful as they could be. The internet in general is a fast moving, ever changing environment, so if things are taking weeks or even days to get approval, truly engaging people through social media becomes nearly impossible.

The other thing that I find holds companies and brands back from truly engaging in social media is the hesitation to dedicate resources to the channel. Having an over-worked brand manager engaging with people online is not only a bad use of their time, but usually a doomed project since they can’t truly get their head into the dozens of conversations happening at any given moment. True engagement takes a semi-dedicated resource or an agency with the tools and people to deal with the day to day tasks.

I regularly experiment on my own in order to take down these barriers and gain a better understanding of the levers that I have at my disposal. Here are a few tips that came from this social media experiment. For the purposes of this write up, I am focusing on Facebook, although other integrated tactics were used on other social platforms. Also, I need to point out that “getting fans” was not the primary goal of this exercise, it is simply a byproduct engagement with people on a relevant topic that compelled them to participate.

1. I used an intriguing concept, but was sure to have depth and an underlying, positive message. In this case, fat animal photos can be funny, but pet obesity is a real issue that deserves awareness.
2. I provided an immediate payoff in the form of funny fat pet photos within the filmstrip of the Facebook page.
3. I provided additional resources for people that want to go beyond the “lol” in the form of pet diet and exercise articles.
4. I requested sharing by using messaging with positive connotations, such as “Share this with other caring dog owners” or “If you care about healthy cats…”
5. I manually posted the most relevant and compelling items on other platforms - as opposed to simply tying in all of the platforms to auto-echo one another.
6. I encouraged submissions by immediately re-posting the photos submitted to the Tumblr blog and then commenting back a short link to the photo in the gallery. This not only shows others what you want from them, but also pushes up the story in everyone’s feed (including the friends of the original submitter) since there is more activity on that thread.
7. I toggled between my personal and page account to create even more activity on posted items and push up the story in my own personal activity feed, which is seen by my friends.
8. I used Facebook “social” ads to propel social stories in front of the friends of people posting or liking the page. I did this after I reached ~200 fans so there was enough inventory (200 x # of friends) available to use minimal per-click bidding and still hit my $10/day budget. Cost per fan was about $.18 through this channel.

Over the next week I’ll be experimenting with alternate sharing messages, further repurposing submitted content and attempting to increase interaction time + frequency.

If you’d like to know more about my tinkering with My Fat Pet or other interactive experiments, feel free to reach out via Twitter or good old email (tinkering@williamfernandez.com)