Using social media for your business: Facebook

ImageOne of my recent thoughts revolved around the different use of social media in a marketing context. While each website/agency/blogger offer their own guide as to what you should use when, I’ll add from my research and point to the best reasons suggested by others as well. Now, this is a topic worthy of a whole book, but I’ll try to keep it simple, short and sweet. For this, I’ll publish a series of posts, starting with Facebook in this one. 

A few things which you should be aware of beforehand are engagement and purpose. One of the words most used when talking about social media is ‘engagement’ which could be roughly equated with a reaction from the reader. A high rate of engagement is obviously something to strive for. During my research, a very interesting aspect has been pointed out: the 1-9-90 rule. This rule states that 1% of your readers/followers will actually create content for you, 9% will comment or share and the rest  of 90% are only lurking around pulling content without any immediate reaction. Secondly, a very interesting theory from the Head of Media at RAPP explained that traditional advertising and online paid advertising are the factors that draw the attention of customers, after which they react by conducting own research in the social space before making the decision to purchase or not. How many times haven’t you heard about a new product and then checked with your friends if it’s any good? 

Facebook stands for leisure, fun and many-to-many

As most of us use Facebook as a procrastination tool to see Lizzy’s new baby photos or to track David in his post-university Euro-trip, the content companies publish on Facebook should be fun, easy to read (no elaborate substances to discussed) and involve some sort of emotion or provoke a reaction. But companies should be aware that Facebook is very difficult control and that once you’ve provoked a reaction, it can go either way as customers voice their opinions. You should always be ready to reply whatever that reaction is. If you’d like to read more about the types of customers on social platforms, click here.

I would also call it a many-to-many tool, more so than others, not by virtue of its easy sharing capabilities but because comments can turn into full-blown conversations and irrespective of the company’s desire to interfere, the sheer amount of comments sometimes give the conversation its own turn.

The type of content published can be explained in more words, but it should include a catchy picture or video to invoke immediate action from the viewer. A link to a different site would also work quite well in this case.

In terms of the social research stage pointed above, customers can get opinions and reviews directly from their social community but this is limited to the number of friends one has. Of course, there is the alternative of going on a specific product page on Facebook, but considering the people who engage there are the ones who have previously ‘liked’ the product, the information you get will tend to be biased.

For a brief explanation of twitter, follow this space for the next post.

 

Advertisements

Not for the fearless

It’s been 3 months and 13 days since I last published something on this blog and I feel weak even writing this. I kept postponing to write something because I thought comebacks should be strong and powerful but I’ve finally come to grips with the thought that my comeback will be humble. But by its sheer existence it will demonstrate that I’m still here. I’m still battling the dragons of finding a job within marketing, I’m still on a wild path hoping it will lead to the advertising world. Truth be told, the more I stray, the more my hope gets feeble, but it’s still there.Image

So why have I disappeared? Well, unemployment was never an option even if it meant I will postpone my dream of working as a copywriter or in marketing altogether. So I went for its distant cousin called sales and hoped I’d learn a thing or two while I keep searching for my destination. The company I’m learning this with is not really important. What matters is that I’m still here, still longing to write, still searching for purpose…so let us begin this year by being humble, hoping it will lead to great things and excusing a shaky comeback.