Writing on the wall for firms thriving on Facebook sales
September 7, 2011 by admin
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Facebook founder and CEO Mark Zuckerberg. Dartmouth’s Centre for Marketing Research says 71 per cent of the fastest growing companies in the US in 2011 revealed the use of Facebook as a consumer interaction tool. Photo/AFP
Mark Zuckerberg’s Facebook is a huge success. It is not uncommon to hear people ask: Are you on Facebook?
Hundreds of millions are registered on the site where they share insights, photos, gossip…. It is a key platform for reaching the market thanks to many factors, including high speed and affordability.
According to Entrepreneur.com, no business can ignore the massive potential Facebook offers to sales and marketing success.
Dartmouth’s Centre for Marketing Research says 71 per cent of the fastest growing companies in the US in 2011 revealed the use of Facebook as a consumer interaction tool.
While the use of social media in business is growing across the world, entrepreneurs and the corporate giants could be running on weak policies likely to put off more critical markets.
Esther Kagiri, the managing director of market monitoring firm Globetrack International, says Facebook “creates a personal connection with their customers” but overdone promotional materials weaken the engagement.
An efficient, well-thought-out social media policy, Ms Kagiri says, should seek to engage “easily and smoothly with Facebookers.”
The content should challenge people and get them to see a certain brand as fun to associate with, she says.
“There are many companies which are putting people off by executing the wrong kind of Facebook policy,” she says.
One example, she told the Business Daily, is a “barrage of promotional content on people’s walls.”
A strategic company policy need not only centre on the selling of products, she said.
Some companies have turned their walls to places where they get access to specific reviews on customer trends and complaints.
In other words, it can be used as a feedback board, but not to force sales.
Firms ought to make good use of the networks offering more benefits compared to the traditional TV and print media.
She said: “Facebook is cheap, convenient and less disruptive to use. For businesses, being on Facebook is a matter of success and survival.”
The whole concept of social media, Ms Kagiri said, is to get people while they are at their most relaxed, having fun with friends.
Succeeding in passing the right content to such a person means the story will be shared with zeal. “It is the emotive moments that build brands.”
She explains: “When people are emotionally engaged, that is usually the best moment for brands to really make their mark. That is why bonds created on Facebook are so effective.”
While most adverts are viewed as distractions on most media, they are interesting advice on Facebook, she says.
“This has everything to do with the amount of time people spend on Facebook, which is significant.”
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