Marketing with Social Media
Early success is important to the longevity of a resource-poor company's campaign. When done correctly, social media can propel a small business into unprecedented profitability, whereas misguided or half-hearted attempts result in wasted time. For small business owners seeking increased exposure without increased expenses, Marketing with Social Media is a roadmap to online social media campaigns. LINDA COLES is a social media specialist helping businesses make the most of online tools to grow their customers and networks. A conference speaker and author on building relationships, she also consults on how to use relationships, online and off, as a way to grow your business connection base and network online effectively.
Marketing with Social Media
Facebook basics and content ideas
Key areas we will cover in chapter 2:
choosing which page to use for business or pleasure
content ideas for a successful page
Facebook ads and what they should include
managing your fans.
Facebook was originally set up for people who wanted to keep in touch while at college and university, but the site has morphed into something much more than that. With over one billion users registered, and about 70 per cent of those users living outside the US, it is a global phenomenon.
Quick stats www.facebook.com
Here are some interesting Facebook stats:
there are over one billion users worldwide
50 per cent of active users log on daily
the average user has 130 friends on Facebook
the fastest growing demographic is females over 55. Using Facebook for marketing
As marketers see the growth and the possibilities of this site, more and more brands are setting up business pages and seeing some real results from interacting with their customers. By getting real-time feedback, both good and bad, from their business pages, marketers can now really interact and engage with their customers, and for free too.
So where do you start? There are many page types to choose from. Which one is for you?
The personal page is simply for individuals to keep in touch with their friends on a social level, and not for business. You will occasionally see people using it as a business page but there are a few things to note about doing so:
It is against Facebook's terms and conditions, so you risk being closed down.
You have to be a member of Facebook to join in.
You have to become a friend of that person to join in the conversation.
Profile pages are not easily seen by Google, depending on the individual's security settings.
You can have a maximum of 5000 friends. Community page
Community pages should be avoided. They can be automatically generated by any given topic, but can't be edited or updated, making them a bit of a nuisance. Steer clear for now.
A group page is an option if you are running a club or cause. The group can be open to anyone to join, closed so it's invitation-only, or completely private, such as for a small company's intranet system.
Points to consider about a group:
You can send an email to all members that they see in their inbox.
Like-minded people can discuss things in relative privacy.
You need to be a member of Facebook to join in.
Group pages are not easily seen by Google, depending on if the group is open or closed. Business page
The most practical option for most businesses, the business page is easily created and you don't need to be a member of Facebook to see it.
Other points about business pages:
Pages are easily seen by Google.
A small business could use a Facebook page as its first website.
Facebook is free to join and use.
One billion people on Facebook could potentially see your page.
Updates feed into your fans' own newsfeed as you post something.
When your fan likes or comments on a post, their friends see your page name in their newsfeed too, so the viral effect gets to work.
A business page is by far the best option for most people, so let's look at how you can set one up.
Setting up your business page
Once you have decided to create a Facebook page for your business, you need to know how to build it.
There are two ways of setting up your own business page on Facebook. The first is the most common way, but you need to have