With 500 million (and growing) unique users around the globe, Facebook is the No. 1 social networking site in terms of activity and subscriptions. What began as a garage initiative by Mark Zuckerberg has now become the largest phenomenon on the web.
An user interface which 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 significant reason for its enormous popularity is a variety of social applications which were developed and made available within the Facebook environment.
Those applications can allow users and friends to do joint activities like playing games that run forever, sharing photos, videos, and website links, and much more.
How does this aid a marketer?
Generally, media plans were drawn to include television channels, magazines, or any other media that can grab maximum eyeballs and efficiently reach a selected target market. The science of segmentation and targeting has become only more precise with regards to social media.
Facebook offers a wide variety of avenues to communicate with the audience, which unveils an entirely different world of possibilities to have an effective dialogue with consumers. Some of these strategies used popularly by marketers are:
Advertising: The very first opportunity, which is the most obvious one, is ads on Facebook. The difference, however, is the fact that you could create your own advertisement in a few 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, in addition to individual users, to make fan pages for their favorite celebs and their own homegrown businesses. Major brands have also created their official pages on Facebook which 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 gather instant and truthful feedback from your consumers.
Branded applications: One of the greatest 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 permits you to target your communication sharply only to the customer segment you wish to attract. It also offers analytics and page insights that give good feedback and measurement on the activity done.
The options offered 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 users have an equal say and have the ability to respond instantly to any of your actions with a thumbs up or thumbs down. Availing the service of a social networking consultant to work out a social media strategy may be required so that your efforts will not be in vain.
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