With more than 9 million active users, social media is exponentially becoming a viable marketing platform for many companies the world over.
Have you ever wondered why all the ads that show up on the side of your screen are in one way or another relevant to your “likes?” That’s because information such as age, gender, brand preferences, buying behavior, and even travel patterns are all analyzed and calculated so users get ads that they will most likely respond to.
Critics, however, believe that this is rather unethical, especially when it comes to privacy. However, Facebook argues that users are not forced to sign up for the service, and that they’re free to cancel their accounts at any time.
One thing is for sure, though, Facebook has already proven itself an effective advertising channel for brands big and small. Twitter and Google are not trailing far behind.
Not so recently, Facebook allowed users to create pages. Instead of creating multiple accounts to promote something, users can simply create a separate Facebook page. Pages can be about products, bands, events, beliefs, and pretty much anything that does not violate Facebook’s user agreement.
Lab42 conducted a survey among social media users, and among the 1000 respondents, 87% Like brands on Facebook. What’s interesting is, 35% of these people are convinced that brands are more receptive to consumer feedback than on other medium. 50% even believe that Facebook pages are more useful for to consumers.
What’s interesting is 69% have Liked a brand because a friend did, too. It only takes an influential person, say an artist, celebrity, or a relatively popular personality to “Like” something before everyone starts to jump in on the bandwagon.
The facts also show that promotions and discounts are still the top motivators for people to Like a page. Brand trust actually exerts the least motivation for Likes with only 11%. Giveaways rank second at 21%, and Customer Loyalty, third with 14%. Not surprisingly, coupons are still the most effective way to garner response from users. Those who like brands without the intention of buying do it to get free stuff or are simply helping friends promote a page.
However, not everyone is pleased about brands using Facebook pages to advertise products and services. In fact, 36% of the respondents didn’t want to be contacted. The other 47% were concerned about privacy and were only interested in posts relevant to their lives. The remaining 47% don’t like brands on Facebook because they see product-related posts as nothing but time line clutter.
Give your posts a long hard look the next time you’re going to put something on your wall. Spend more time in coming up with more useful posts instead of flooding your friends news feeds.
Experts also advise that you improve your ability to capture possible clients. One way is to provide users with more than one way to contact your business. A link to your website and email address is not enough. You should also provide a phone number that users can contact. To increase your reach, you can sign up for a toll-free 800 number and sign up with a VoIP service provider. This way, customers don’t have to pay for the phone call to reach, and you don’t end up with high telephone bills.