Creating an Effective Brand Presence on Facebook

With hundreds of millions of people on Facebook, it’s a good bet that you can reach your customers there. But don’t just think of Facebook as a channel to push messages out to a random audience; the most successful Facebook marketers take the time to think through how they’ll attract and retain true fans, and ultimately craft conversations — and sometimes meaningful relationships — with their consumers. To follow their lead, interactive marketers must:

Make their fan pages discoverable. Promote your page on your own Web site in a prominent place so that you can capture those fans who haven’t yet looked for you on Facebook. Name your page, and customize the URL according to how consumers think of the brand to help ensure that your page is visible among pages of search results on and off Facebook. Having clear, easy-to-remember URLs will allow you to promote your pages with text as well as the standard Facebook buttons on your sites and in other marketing materials. Example Adidas Site-

Post interesting content. Use the tools Facebook provides — like wall posts, video uploads, photo albums, discussion boards, and notes — to offer fresh, compelling content that gets your users excited enough to talk about it. Posting rich content that fans can’t get anywhere else will show them that they’re a special subset of your customers who you’re taking extra time to understand and engage with.

Encourage users to contribute. Real engagement is a two-way street, but it can’t be if your fans aren’t able to interact with you and your fan page. Allowing and encouraging your fans to post not only keeps existing fans engaged, it also creates fresh, new content to attract even more users to “like” your brand. Example Coke-

Remember to “Message.” Now that fan page wall posts are integrated into a user’s news feed, it’s important to remember that even with all the engaging conversations going on, you might have a need to send out some marketing messages from time to time too. Just remember that sending fans an update prompts a notification and may seem aggressive, so it should be reserved for special news, time-sensitive offers, and important notices. and user-generated results. These changes make social even more critical to marketers’ strategies for “getting found.”

Source: Forrester Research, 2010.

Jason Peaslee

Jason Peaslee is the Managing Partner of Thrive Analytics, a marketing research and analytics consulting firm. His career spans more than 20 years in marketing, advertising, product development, research, and business management. Before founding Thrive Analytics in 2010, he held several senior leadership roles at AT&T, Reynolds & Reynolds, Berry Network, & The Berry Company.

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