WHY USE FACEBOOK... AND HOW
Every generation, people believe change happens more quickly. This last 20 years has seen the explosion of the web, the fastest evolution of communication so far.
For advertising and traditional media it's radical and offers challenges as well as opportunities.
For you and I, consumers, it's liberating and it's shaping the way we live.
The Social Web
Facebook is connecting people, sharing is massive and bringing people closer together. When they rolled out the Time Line it started the story of our lives. (While we write this, it has only been rolled out in the US).
Every story is personal and 800,000 million of us can share those stories with each other.
Facebookers spend up to 7 hours a month on this site, no longer needing to write letters or even send e-mails to stay in touch. Facebook is making the web more social for all of us.
Previously we've been receivers of information by watching and listening and part of the information web. To broadcast your message you had to be rich, famous or own a TV station. You had to have the ability to broadcast.
Today ordinary people can go online and tell their story. You and I can broadcast. We like to know things about each other and we like to share. On the social web you have to be yourself and connect with real people.
Every day 100 million people LIKE something. That says we want to connect.
Broadcasters have a commercial opportunity to reach these people, to connect through the music they like or the books they read, the places they go to. Broadcasting no longer means big business, it's an opportunity for a local business to expand.
A small business can start by producing a Facebook page and sharing an event or incentive with a friend. By promoting your Fan Page you can connect to the people that matter to you.
Facebook advertising is a strong contender to rival Google ads. The potential for targeting on Facebook is 90-95% accurate.
For example you want to reach 40-45 year old women and tell them about your product or service. When they LIKE your page, their friends see this. If a friend recommends an ad you are 68% more likely to remember and twice as likely to remember the message and 4 times more likely to purchase. We all remember more things when they are personal.
A magnet for Brands
For many brands it's the perfect chance to connect.
For brands it’s easier to fish where the fish are. They don't need micro sites when it’s so much easier to invest time where the people actually are. Real connections to real people drive results.
Previously adverts on the web would be erased out by our brains, now they are becoming more noticeable, not because they are bigger but because they are more relevant.
Word of Mouth
Small Business Saturday was set up by American Express to encourage consumers to spend in their local towns and villages with small businesses. Everybody knows at least one local business that exists on Facebook. Amex spread the word from their friend base and said ‘I believe in supporting local businesses’. It worked for the local businesses and shops and for Amex.
For the local business it's a way of introducing yourself, do it well and be guided to make an impact or don't do it at all. The downside is this is real and it's your reputation and credibltiy that's on the line. People make a more personal judgement so here are a few tips:
ESTABLISH THAT CONNECTION
Even if your budget is limited, target your customer. Engage customers on a facebook page. Just a request to press LIKE can be the beginning of a beautiful engagement. Talk with them, listen and respond.
Ask questions, post photos and videos. Don't bore them or talk at them, don't post too often or too little. Get the balance right. .
EVOLVE YOUR BRAND
Drive the conversation with advertising, events and campaigns or incentives. If it’s the right thing it will go viral. At the very least if you post real items you'll be memorable when it comes to a purchasing decision.
So the rule is if you do Facebook adverts and engagement - do it well.
MAINTAIN THE RELATIONSHIP
They LIKE your page, they’re attending your event or sharing your news. It’s not just about fishing where the fish are. It’s also about establishing an ongoing relationship with that person. Answer them with your name, don't be anonymous and don't hide.
There are endless success stories from small companies as well as large when they get the message right. It's worth talking to a Facebook Marketing expert.
You can find out what consumers are doing and how they feel and they can feel like they are part of your brand, not just recipients of your brand.
Online Marketing must become increasingly targeted, focused and personal.
Facebook is an opportunity to turn this into reality, so Yes I'd say they're worth it.
Guarotastic thanks for the source of this article – Sheryl Sandberg COO Facebook.