The Facebook Experience- For Media Agencies and Their Brands

On 10.30.09, In Web 2point0, by Brenton

I wrote this back in August but since I have been busy with other things and have been unable to post (more to come on that later) I wanted to post it again. More importantly, Facebook is making some changes in regards to their developers API..which could possibly help brands create more successful campaigns on Facebook and do away with spammy apps. With that being said…enjoy

Just to let everyone know…I am now working with the leading Social Media Application Development Company, Facebookster Inc. My role there is to develop business with clients that we believe 1) can benefit from social media and 2) need to be educated on the benefits of social media. With that being said it’s a two fold process for our company: to educate and to implement. So who are the users that are beginning to benefit the most from the “New Facebook”? Well I believe it’s the progressive media agencies that are ready to bring their brands something fresh, engaging and bottom line oriented. Here are some ways media agencies can pitch Facebook to their clients:

1. 2 way conversation-Traditional marketing for the most part, is one-way advertising in which a message is transmitted directly to a person that can chose either to consume the information or not. Then…for the ad to be fully effective, they must act on the advertisement’s call to action. I’m getting dizzy writing this (hope that all made sense). On Facebook and other social media platforms, it is much more simple: it’s a conversation. This means that brands can share information and have their fans respond in whatever way to this information. Consumers more then ever are looking for transparency and now they can get it and much more! Successful brands in this new economy are not only going back and forth with their customers but they are engaging them like never before. Facebook Pages gives brand a platform to have these conversations on.

2. Leveraging Numbers- With over 300 million active members, Facebook is soon going to edge out the population of the US. Half of that number comes on Facebook once a day! Pretty much it’s easy to say that plenty of people unconsciously type in “facebook.com” into their web browser (I do it too…kinda scary). Facebook is rapidly becoming the hub were people come to get their information. That doesn’t exclude information about brands. Basically if a brand does not have a Facebook presence they are missing out on customers and their competitors are most likely snatching them.

3. Viral Hooks-Facebook shares information on it’s platform and around the web like no other website. This means that information about a brand has the ability to spread like never before for a very very low cost. More and more brands are creating Facebook Applications to spread the word. You can customize an application around the basic function of a brand, a promotion or something just outlandish and fun…whatever it takes to engage customers and spread the right information. Forget calling your favorite journalist for a favor, you now can spread the word in a whole new way.

4. Sharing is caring- As I indirectly said before, a keyword in the mantra of Facebook is “sharing”. The more sharing a brand does the more trust they build with their customers. With Facebook Connect brands can share information from their site on Facebook and visa versa. Think of it this way: Facebook Connect can act as a constant press release feed to the largest social media platform there is.

5.$$$$$- Forget the 6 figure ad campaigns and invest in something long term brand building. Besides saving money, you can add big time growth to your bottom line (ask Pop Tarts if you don’t believe me). Organic growth means long term sustainable company growth; because now a customer is not just revenue but an evangelist for your mission.

To be open and candid I have only been with the company for a littttle while…so I know very little (sorry to waste your time). One thing I do know as a social media enthusists and a progressive learner is that in this age of fast paised information sharing you have to be leveraging the Facebook platform in some way shape or form. If you need help, contact me. If it is a day after this post is up, I promise to tell you something you did not learn from this post! Come on, try me!