So you have thousands of fans on Facebook. Well done you. But what does it all mean?

It takes just a second to click the “like” or “follow” button – and that’s the problem.

For web users, “liking” a page on Facebook really doesn’t mean a lot. Yes, the fact that they like you appears on their wall, as do your status updates, but there’s no real commitment or engagement - an “unlike” is only a click away.

That’s not to say that fans aren’t worthwhile – each and every single one of them is important – but getting people to “like” you is just the start..

What’s a True Fan?

A True Fan is someone who gets you – they actively engage with you online, they like your brand and, most importantly, they buy your products.

By any measure, a True Fan is a valuable commodity.

How do you find your True Fans?

Well, if you already have a lot of people liking your Facebook page or following you on Twitter, then you’re one step closer to finding some True Fans – it’s just that they don’t know it yet!

They’re listening to you, at least for the time being, and it’s up to you to enchant them, encouraging them that your business is worth talking about, that you’re worth trusting, that you get them and ultimately have their interests at heart.

Building this level of trust is a delicate operation: every status update, every email campaign and promotion needs to hit the right note and speak to these fans, is an opportunity won or lost. You’re establishing your brand- or product- integrity here, so the content you publish and its timing deserves careful planning and thought.

Creating True Fans can be a long, slow process, but it’s the only logical objective for a social media campaign, growing your customer-base and providing a tangible return on investment.