In the realm of social media as king, having friends is easy, but keeping all those new friends engaged and nurturing that friendship isn’t as simple as it sounds. At Mozilla we have nearly 6.5M friends on Facebook, and we work hard to engage with our fans on multiple levels.
Our content is split pretty evenly between being (i) informative about Firefox as a product and sharing the latest news, (ii) offering helpful advice and tips on how to make the most of Firefox, and (iii) most importantly balanced with fun, engaging and inspiring engagement activities.
Throughout 2011 we’ve been able to significantly grow Firefox engagement activity on Facebook, with between 45-50% of our fans interacting with the brand on a monthly basis. We’ve also doubled the number of fans who ‘like’ Firefox. That’s pretty impressive given our size and compared to other high-profile brands.
The basis for all this? A hug, a handshake, a high-five. Every time we post and consider content in our direct communication channels we do that remembering our followers are our ‘friends’. We tell news, share tips, give virtual hugs, smiles and pointers to fans we care deeply about.
There are many more ways we can improve our interactions with fans and increase our direct engagement further - we’d love to hear your thoughts on how we can continue to make our social media channels engaging.
We’re in the business of building friendships at Mozilla. Its those friends who have made us, and will continue to make Mozilla successful.