I’m willing to bet that in the past 24 hours you, a member of your family or a colleague have all checked your Facebook profile. I’m also willing to bet that when you logged in your News Feed displayed, amongst the changed relationship statuses, wall posts between friends and updated statuses, several Facebook Page updates from brands you have ‘Liked’.
It seems that most brands are jumping on the Facebook wagon – regardless of whether or not it’s right for them. The majority of my news feed is occupied with various fan pages for retail brands – take for instance one particular high street retailer who outsources their Social Media to a specialist SM agency.
The aforementioned brand has daily regular features in place, which garner an impressive response from their 52,000+ strong Facebook fan base. This has undoubtedly improved relations by building a rapport between them and their target market, as their 14-25 year old audience will be a part of the ‘Facebook Generation’; it’s no surprise their fan base is so big when their market is primarily made up of Facebook users . Not to mention their regular features and updates mean there’s a constant reinforcement of their branding when users sign in. It’s an integral part of this company’s strategy – they engage with their consumers and show an awareness of current trends with the various features they have.
In Thought by Design’s guide The Smart Brand’s Guide To Social Media – we highlight several downfalls to Facebook Pages, but this high street brand is a prime example of how well a Facebook page can work as part of integrated media – but, as with all aspects of social media, it’s not right for everyone. As mentioned in TBD’s guide, it’s imperative to have someone with their finger constantly on your social media pulse – but what comes before that? Ahead of incorporating a social media strategy in to your marketing plan, how do you know which social media outlet is right for you?
In my opinion, there is generally a ‘golden rule’ of sorts when it comes to deciding on whether or not to participate in the Facebook phenomenon, and it’s simple. If you’re a B2C business, then a good percentage of the time incorporating Facebook as part of your social media strategy is probably right. Ultimately, it reinforces your brand presence, particularly at peak times, such as lunch hours, and in the evening – especially as new research shows that more and more people are turning to online socialising, rather than going down to the pub for an after-work drink.
On the other hand, if you’re a B2B business, then Facebook probably isn’t right for you - but is perhaps more appropriate for a facet of your business, such as recruitment for example, when integrated with a bespoke Social Media campaign. Bearing in mind that most offices operate a non-Facebook during work hours policy however, is one of an abundance of reasons for B2B businesses not to utilise this type of media. Additionally – if your company is situated in a B2B market then the last thing you want is for your clients to think that your priority is Facebook and not the job in hand.
The reason that you, the member of your family or your colleague ‘Like’ a certain page comes down to just that – it’s a brand you personally like and would like to see more of; would your clients necessarily want to see more of your brand outside of work hours?
The term ‘Social Media’ is fast being replaced by the term ‘Social Networking’ – but don’t be deceived in to thinking that this is always an appropriate way to engage with clients. It works for our retail brand, because essentially their direct contact with their clientele, boosting their profile and leading to more footfall either in-store or online - but for a B2B business it’s something people wouldn’t be as keen to take a ‘Liking’ too.
For instance, BNET.com an American business network has a fan page with 13,066 ‘Liking’ their page – you could argue that this a somewhat successful B2B Facebook Page, and no doubt it is, but BNET is more of an ‘open forum’ for like-minded business people to share tips, articles, advice and ideas which is what truly accounts for its success.
However – one of the world’s leading information technology research and advisory company based in the US. At first glance, their Facebook page ticks all the right boxes – an impressive user number and an update every three hours or so mixing a vast myriad of media, from podcasts to YouTube videos to articles. A little further research shows that they have nearly 5000 employees who may account for some of their 7,705 ‘fans’. As an IT company, it’s understandable they’d want to show that their finger is on the pulse but, considering their continuous updates and the likelihood that the majority of their “fans” consist of employees, whose really gaining the benefit out of their Facebook page? Surely not the IT company themselves, who are spending valuable time updating, researching, adding etc? Or, their clients, whose priority when they get home and check their Facebook probably won’t be ensuring their up-to-date with Garter’s latest goings on.
Facebook has some teething problems with its Facebook Fan Page systems – but, beyond that, the fan page phenomenon will accentuate some brands and whilst it won’t exactly “hinder” many other brands, it probably won’t help them either, rendering it an ineffective use of resource and money.
For more information on how Thought by Design can create an impactful, integrated social media strategy for you call the team on (01491) 411 766.
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