In the first few years of social networking, MySpace was the big name. Between 2003 and 2006, it grew to 100 million users, and by June 2006, the website was even more visited than Google. Then came Facebook.
By 2008, Facebook had surpassed MySpace in worldwide users, and in United States users a year later. As MySpace declined (it dropped to approximately 25 million users in June 2012), some businesses wondered about making a major advertising investment in Facebook—might it not also be displaced as MySpace was?
Well, perhaps—but in the meantime Facebook has surpassed 950 million users (and about 145 million users in the United States, about 43 percent of the nation’s population). Other than Google.com, it is the single most visited website on the Internet, giving companies unprecedented access to potential consumers.
How is a Facebook Marketing campaign developed?
Facebook pages are often linked to company web pages elsewhere on the Internet; therefore, it’s often a good idea to use some of the same information in both places, in order to maintain a familiarity. A business page can be searched for as soon as it is up, but unlike a personal profile, you cannot invite friends through it. Business pages do not get “friends,” they get “fans”—and that distinction does make a difference. (See also Web Marketing)
To create an initial seed for the fan base, each member of the marketing team should begin by liking the business page on their own personal profiles; all employees, in fact, should be encouraged to join in. When an individual likes a page, Facebook immediately posts (read: advertises) this event to their profile—and this activity can be seen by every one of their friends. “Joe Smith likes [this brand].” The word begins to spread.
Every Facebook user who likes a page will get to see any content a business posts, and be notified of posts through their news feed. If they are engaged by that content, they may comment on it, or like that item; and “Joe Smith commented on [this brand’s] status update” appears on all of their friends’ news feeds. Additionally, they may share this content, which will post (again, read: advertise) the entire content to their own profiles, and notify their friends to come look. The company’s task, then, is to encourage this process as much as possible.
The most important aspect of Facebook marketing is consistency of communication. Creating a Facebook page and then leaving it alone will net a business nothing. To attract fans, a business should regularly post new content in a variety of different formats, so that more people will see and share the page. Content can announce upcoming promotions, spot-light specific products or people, share fun facts, provide incentive codes for discounts on products and services, and anything else that will catch the interest of fans.
What is Facebook Marketing?
Facebook marketing refers to creating—and actively using—a Facebook page as a communications channel to maintain contact with and attract customers. Facebook actively provides for this, allowing users to create individual profiles or business pages for companies, organizations, or any group attempting to develop a fan base for a product, service, or brand.
Who employs Facebook Marketing?
Featuring nearly a billion potential customers, every business should be using Facebook. It is at least as essential as having a business web page—and actually much easier to create. Whether you represent a big brand or a small business employing only a handful of people, you can bet that some portion of your customers are already on Facebook. Commonly, Facebook marketing is used by: