With 500 million (and growing) unique users all over the world, Facebook is the number one social networking site in terms of activity and subscriptions. What began as a garage initiative by Mark Zuckerberg has now become the biggest phenomenon on the internet.
An user interface that allows for quick communication and the ability to create fan pages and groups at click of a mouse button are what make Facebook extremely popular. Another vital reason for its huge popularity is a variety of social applications that have been developed and made available within the Facebook environment.
These applications can allow users and friends to do joint activities like playing games that run forever, sharing pictures, videos, and web links, and more.
How does this aid a marketer?
Traditionally, media plans were drawn to include television channels, publications, or any other media that can grab maximum eyeballs and efficiently reach a selected audience. The science of segmentation and targeting has become only more accurate with regards to social media.
Facebook provides a wide variety of avenues to communicate with the audience, which opens up an entirely different world of possibilities to have a fruitful dialogue with consumers. Some of these techniques used popularly by marketers are:
Advertising: The first opportunity, which is the most obvious one, is ads on Facebook. The difference, however, is the fact that you can create your own advertisement in a matter of minutes and also specify the details of your target group in terms of demographics and types of discussions where you want your ad to appear.
Fan Pages: Facebook allows every brand, and individual users, to create fan pages for their favorite celebs and their own homegrown businesses. Large brands have also created their official pages on Facebook that have a huge, immediate fan following around the world. The fan page has immense power to convey first hand information about the brand and also to collect immediate and truthful feedback from your customers.
Branded applications: One of the most effective ways to engage an user toward your brand is by creating a Facebook application; this could be a game or a contest, with your branding coming across carefully through it.
What makes Facebook even more exciting is the way it allows you to target your communication sharply just to the customer segment you wish to attract. It also provides analytics and page insights that give good feedback and measurement on the activity done.
The options provided by Facebook can be creatively explored and used judiciously for bringing about maximum benefits to any brand.
But, while doing all this, you need to be aware of the fact that customers have an equal say and have the ability to respond immediately to any of your actions with a thumbs up or thumbs down. Availing the service of a social media consultant to work out a social media strategy may be required so that your efforts will not be in vain.
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