According to an article in the June 8, 2009 issue of the Marketing Vox and BuzzMetrics Magazine, ("Turning Blogs and user-Generated Content Into Search Engine Results" by Chris Aarons, Andru Edwards, and Xavier Lanier) Twenty-Five Percent of search results for the World’s Top 20 largest brands are links to user-generated content.
That means that the users of the internet are generating content about business brands- in blogs, on Twitter, and on Facebook. If businesses are absent from these forums, they have no means of monitoring what's being said, no method to respond, and no voice in the conversation.
"Should my Business have a Facebook Page?"
Well, that depends on several factors:
- Are the business's customers on Facebook? With over 250,000,000 users worldwide, the answer there is most likely "yes", but it may not be- depending on products and demographics.
- Is the product or service suitable for conversations on Facebook? By and large, again this answer is probably "yes." Everyone from sporting goods brands to grocery stores are using Facebook to connect with customers.
- Does the business have someone qualified to manage the account? See below for the skill set necessary for this individual.
"Who should be in Charge of a Business Facebook Page?"
There are many people who claim to be social media gurus out there, and internet marketers are highly qualified to get a company's brand and image out onto the web. However, more and more often, it's not feasible to outsource or to hire a new person just to manage social media. To assess members of the current staff, here are a few suggested criteria:
- Employees with existing and active Facebook accounts. This means the users will understand the unwritten rules of the medium and culture.
- They should already have several businesses and brands "fanned" and have a good grasp of what's annoying, and what's cool for status updates from businesses.
- Employee representatives should have a strong focus on customer satisfaction.
- Employees who are passionate about and truly believe in the business, product, or service.
It's important to note that these employees do not have to be in Sales or Marketing roles. In fact, those personnel may be more effectively focused on the real website, rather than a social media outlet. Facebook is great for creating and responding to conversations. It is not a sales forum, and businesses who try to sell too much will find their participation lacking.
"So if we aren't Trying to Sell Stuff on Facebook, Why Bother?"
The ROI on a Facebook initiative may or may not be easily measured, however consider the "soft" benefits available. Facebook is a great way for to get brand recognition, spread news, highlight community involvement and create connections with customers. Facebook is a vehicle to ensure that customers feel heard.
Repeated, ongoing interaction on a personal level consistently inspires customer loyalty.
Once the business has decided to forward with Facebook Fan Pages, there are best practices they may want to follow.
Alicia King - Alicia King has been writing for Suite 101 since June of 2007. For over a year, she was the Featured Writer for the Suite section about ...
