With over a billion users worldwide,
Facebook owns the top spot on the list of social media platforms. If you have a
personal Facebook account, you may use it to connect with family and friends.
But you may also use it to follow news of your favorite product and service
brands. These brands are counting on your “likes,” comments, and frequent page
visits because they want you to become part of their extended brand family or
community.
As a midmarket business leader with
limited marketing resources, you may ask yourself (or your management team brings
up the topic at regular meetings), why spend the time to build a brand presence
on Facebook? Here are five reasons to make the investment:
[1] The days of the water cooler are
history. Today, Facebook is where people congregate to connect, share opinions,
learn from others, and meet. If a friend or family member visits a store,
restaurant, or theme park – and has a great experience – then he or she shares
details and photos on Facebook. The details and photos are seen and shared with
others as an introduction to the
business. People who were previously unaware of the business are now more
likely to visit as a result of the recommendations – social media
recommendations have become the modern version of positive word-of-mouth
marketing. According to SproutSocial, 74% of consumers rely on social networks
to guide purchase decisions.
[2] If your business has a special event or launches a new product or
service, Facebook is an excellent online vehicle. You may recall the recent
findings from the IDC: smartphone users check Facebook from their smartphones
at least 14 times a day. While that percentage may not be representative of
your existing customers or prospective customers, remember, Facebook has over a
billion users. News can be added, modified, and removed quickly and
effortlessly – which makes it an easier platform than most corporate websites.
Also, you can always provide content on your brand’s Facebook page with links
back to your main website.
Here’s a link to the full survey: https://fb-public.box.com/s/3iq5x6uwnqtq7ki4q8wk
[3] Create conversations, or in social
media parlance, engagement. This can
include asking questions, hosting contests or sweepstakes, highlighting
contributions or comments from page visitors, creating a poll, etc.
[4] Gain insights about your products or services. Which are their faves and
which are problematic? Due to the informal nature of Facebook, users are more
willing to share positive or negative experiences while simultaneously offering
feedback – as opposed to LinkedIn, which is a professional networking site.
Think of Facebook as Friday casual while LinkedIn is more suit and tie.
[5] When people follow or “like” a brand
or fan page on Facebook, they are endorsing it or recommending it. Despite the
constantly changing Facebook lingo, the result is the same: a “like” translates
into support for your brand. If managed correctly, people who “like” your brand
will become brand advocates or brand
ambassadors, the sought-after gold that every brand wants. These unpaid
members of your support army tell their friends and family that your brand is
the best. So it’s a good idea to thank these folks regularly and recognize
them.
Are you convinced? Check to make sure
your business or key brand name is available for the page’s name and customized
URL. Choose some images that are representative of your brand and don’t forget
your logo. Draft a Facebook marketing plan that aligns with your overall
marketing initiatives and includes details as to who will maintain the
company’s page – and don’t forget to promote your Facebook page as part of all
of your marketing outreach. A Facebook brand presence can be a cost-effective
piece of your overall marketing outreach, so join the Facebook movement.
Visit my Facebook page: http://www.facebook.com/MarketingSocialMediaAndMore
This post was written as part of the IBM for
Midsize Business program,
which provides midsize businesses with the tools, expertise and solutions they
need to become engines of a smarter planet. I’ve been compensated to contribute
to this program, but the opinions expressed in this post are my own and don't
necessarily represent IBM's positions, strategies or opinions.