Adweek posted an article about companys' trends towards social marketing, "The Dawn of Likevertising" by Brian Morrissey. While the article explains a new way to target consumers, the importance of social media presence and social media strategy arises.
Creating a Facebook page is relevant to brands and companies interested in engaging with influential consumers. Engaging in other social media increases brand and consumer relations, but for now, we are talking about enticing consumers to 'like' your business as it pertains to Facebook.
Facebook became an online social news media source sometime after the 'newsfeed' feature was added. Thus, people who "like" and check your company's page will receive news-like updates of everything you post on your status updates. There are two important factors that go into a company's page; getting consumers to "like" your page initially and then posting updates that entice consumers to buy your product, utilize your service, or visit your website.
Encouraging consumers to 'like' your product on their own accord allows them to feel like they are reaching out to brands they enjoy instead of feeling bombarded by unwanted messages online (think the dreaded pop-up message feelings of retreat). The trick involves seducing masses of people to 'like' your page at once through strategic planning.
More successful campaigns prompt consumers to interact with the brand. Offering free items or discounts to new users who 'like' the page sends many rushing to 'like' your brand. Then, you have a platform to communicate to these new users and the consumers have a positive attitude towards your brand because they received a great deal.
Generating a Facebook competition drives new users to 'like' your page and converts then into brand ambassadors for your page, or Facebook platform. For example, Belvedere Vodka held a competition to find the next Brand Ambassador for their brand. In order to enter you had to 'like' their page. This brought in new users looking to win the competition. Belvedere then had users vote on the videos, encouraging the video posters to rally their friends to vote and 'like' the page. Therefore, Belvedere attracted users to their page, and then created mini-spokesman out of them, attracting even more users.
Finding unique and compelling ways to attract consumers to your company's page allows you to build a relationship with consumers that is mutual, as oppose to pushy or overbearing. Involving the consumer in the company builds brand trust and loyalty in addition to providing a platform to converse with the customer.
Thursday, November 18, 2010
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