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Facebook has been one of the biggest success stories of the last 5 years, with more than 10 million Australians using Facebook on a regular basis (that’s almost half of the entire population!). If your company doesn’t have a presence on Facebook then you are missing out on a critical communication channel with your customers and prospects.
One of the most important factors contributing to Facebook’s success is that nearly all user information is hidden from the public - the only way that you can communicate with a Facebook user is if they want to receive communication from you. So, while it can be difficult to compel them to agree to receive information from you, it can be a very valuable communication channel when they do.
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While email marketing is still a very profitable marketing channel, there are constant challenges with spam filters, email open rates and deliverability... but not so with Facebook. When a Facebook user chooses to receive information from you, your messages will go straight to them without any filtering whatsoever - this is both the benefit and disadvantage of Facebook. The benefit is that you can get your message straight through to your customers, the disadvantage is that you have no control over who chooses to receive your information or not.
Compelling your prospects and customers to receive messages from your company requires a strategy that continually adds value to them - you really need to give your Facebook &rsquofans’ a reason to subscribe to your Facebook page and, equally as important, a reason to stay subscribed - your Facebook communication strategy is the most important part of that process.
One of the greatest benefits of establishing a Facebook presence with your customers and prospects is that you can foster virtual word-of-mouth. When you add a new piece of information to your Facebook page, it will automatically appear within each of your 'fans' live feed, which is a list of all the latest updates from all their friends. If your information is interesting enough, your fans can choose to share it with all of their friends with a click of a button, which is where the word-of-mouth begins. It is worth recalling that people relate to their peers, so it is very likely that your customers know other people that may want to become your customers as well.
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Web Profits has developed a strategy for companies seeking to establish and manage a presence on Facebook, including:
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