The digital consumer is very socially adept, and needs a 360◦ holistic experience across many channels

Mark Zuckerberg’s social network is expected to have a billion users in this year. With nearly 1 in seven persons on the planet hooked on to a daily dose of the days of their lives, it makes increasing sense for marketers to leverage Facebook for making their business a success story. Many people are aware of Moore’s law, the theory of processing power, but very few are aware of Zuckerberg’s law, namely, that we double the amount of stuff we share online every twelve months.

Although this theory is a convenient marketing gimmick, the power of Facebook is unmatched in practically every country globally. Analysts claim that more than 95% of the social network’s members use atleast one application on Facebook platforms, and more than 4 million users become fans of pages every day. The digital consumer is very socially adept, and needs a 360◦ holistic experience across many channels.

Understand where most customers are spending their time, and constructively build relationships. Experts recommend a multi-pronged marketing strategy. Find and engage fans, host discussions as well as provide useful resources, also invite your flock to upload their content.

Creating Social Awareness

The next step is one of the most important, the push to enlist ambassadors to the cause, and providing coupons that track purchases. Contests that help you build marketing databases; using opt-ins can help establish further contact.

Build the campaign gradually. Leverage offline events, advertise through existing media, and add social web links to brand website. Quantification is important, as we need to measure reach fans, mentions and clearly discuss engagement, content, reviews and posts. The action needed include contest entries, coupons redeemed, purchases, and web traffic, along with application users.

Measuring ideas against a checklist is a good practice. Parameters such as customer engagement, leveraging existing tools, and integration with existing marketing communications can help establish benchmarks. Offering social followers convenient, attractive rewards and enticing them with exclusive, early access helps build fan followings.

A New Sensation

The world’s top brands have multiple pages on Facebook, pushing their various products, available to customers at various price points. Group pages share collective interests, such as, smartphones, science, history, gaming etc. Using social plugins can help effectively measure what most friends have liked, shared, and commented on across the web.

This can help the online retailer; or other marketing initiatives globally, and can help build demographic profiles, based on buying patterns, age, education etc. A Facebook login allows a deeper fan engagement experience from external websites. Biometrics such as RFID tags can help in event management, and ascertaining what customers liked most in a sponsored program.

A lot of people like playing games on Facebook, so integrating reward programs with business branding can be a good idea. There are a lot of contradictory statistics on the number of smartphones globally, and the digital divide.

As social network users increasingly access sites through their handsets, marketers can tap into fan followings via the SMS medium.Various analytics platforms can measure brand engagement via Facebook. Most industries and verticals are looking at altering strategies and using the increasing power of the social web.

Share article on social media: