Bringing new fans into the fold of any social media campaign is essential, but with any efforts to increase the size of a fan base it’s vital a brand looks to maintain happiness within it’s original, core fan base, rather than looking to expand its approach to meet the changing demands of a newer fan base.
Core fans are those that have followed a page from the outset due to their dedication to the brand and the enjoyment they receive from engaging and following the brand. It is these fans that help build up an initial online reputation and are happy to spread the word and remain involved in a brand’s expansion to a wider audience. Given that these followers appear due to their previous attraction to the brand, chances are they will also enjoy the content the brand is posting, thereby helping to strengthen this relationship.
However as a page and its user base expand, not deviating too much from the original content that helped build the brand’s original fan base is essential. As more ‘fringe fans’ begin to follow and look to engage, it’s easy to understand why a brand may wish to introduce new content to entice these new fans to continue to follow and hopefully engage. Core fans allow a brand to find out what is working and what isn’t, enabling strategic planning for the future. Due to their enjoyment of following the brand, these fans will only be too happy to help the brand as it looks to move forward, offering valuable input where necessary.
Ignoring their contribution or continually using content that doesn’t appeal to them is an easy way for a brand to lose its key influencers and fan base. Some brands may be happy to make the sacrifice for short-term gains in terms of acquisition of new fans. But in the long run, less engaged fans are likely to drop off and the loss of a brand’s core fan base is likely to strike home. It’s a brand’s core fan base that helped establish the brand’s online reputation, and to turn its back on them may not only affect a social strategy for the future but also the brand’s general reputation.
Adam Desmond, CrowdControlHQ