As marketers, we look at a lot of websites and social media sites. After a (very unscientific) review, we have found that companies seem to fall into several categories when it comes to their social media efforts, which could answer the question: Why are some companies succeeding while others are not?
The Pretend Facebooker. The “F” icon is on the website, but there is no Facebook Page.
Many DIY website templates have social media icons in the design. However, if the links are not added, clicking on the little blue F does no good.
The Clueless Facebooker. This person built a Facebook Page for the company and a few people joined the Page when it was put up. However, the posts are very intermittent – and mostly sales messages.
The business owner was probably at a meeting/convention where he was told that a Facebook Page was a “must have” for marketing. Once the page was built and a few friends or employees joined, he moved on and forgot all about the Page. Now and then, someone in the office posts randomly. Unfortunately, most people will never see the few posts that are there.
The “Savvy” Facebooker. Facebook Page is up and someone posts regularly. They may use some type of formula for how many promotional posts, funny posts and informative posts they have, but there is no defined strategy. They are not tracking Facebook’s many design and algorithm changes, and are not analyzing what is working on the Page and what is not. There is no advertising budget.
These folks may be quite active on their Personal pages, and have many friends. However, if they have no marketing experience, are not keeping up with the changes that happen almost overnight on the Facebook platform, and do not understand how to tell if the Page is “working” for the company then the Page might actually be a waste of time and resources for the company.
The truth is marketing has changed. Print, television, radio and other “broadcast” media are becoming less effective. Most people make purchasing decisions based on what they find on the Internet. More and more, that means searching social media sites for companies and products. And even though Facebook’s quirks may annoy marketers, with over 1 billion members most businesses understand that they need to a Facebook presence.
But just “being there” is no longer enough.
You Need a Facebook Professional.
Whether outsourced or done in-house, Social Media Marketing should be handled by someone who not only stays current on Facebook’s design, rule and algorithm changes, but also understands how marketing and customer service should be done on this and other Social Media platforms.
As the competition for space in the Facebook Newsfeed becomes fiercer, the strategies needed to attract potential customers and keep current ones interested, are becoming more sophisticated. A professional Social Media Marketer knows how to spend the marketing budget, how to word the ads, how to target them, and when to run them. They will also know which posts to boost, and can run the promotions and contests that will give business owners an edge.
Facebook and other Social Media Sites are still in their infancy, but they are growing up. Companies that work with people who understand how to leverage participation on the sites will have a head start on many of their competitors.