An Overwhelming Case for Facebook

Over the last week or so, there have been some great articles coming out that have proven the power of Social Media and the reach in which it entails. The first story is the fact that Facebook has surpassed Google as the most trafficked site in the US. Can you imagine that? A simple social networking site overcoming the behemoth of the Internet. As people continue to flock to Facebook, this shift has proven that Social Media is more than a fad, and is here to stay.

Now here’s the question… Chances are your brand(s) advertise on Google based on keyword searches… Everyone does it simply because of the targeted nature of search and the expanse of reach that Google provides. It’s a no brainer, go where the consumers are. But what now; Now that the consumers are shifting to Facebook? We should be on Facebook. It seems like another no brainer right? Are you on Facebook?

Now I’m sure if you’re not on Facebook, the thought of it frightens you. The small loss of control, the conversations that people are having, and actual interaction with the customer can all be very intimidating, even to the most seasoned marketer. So much so, many companies are staying away from the platform and social media all together. It’s new and hard to define. We have no idea what will happen in the social space. However, we should know what we’re missing.

Enter the second article… In the article “Social Fans More Likely to Buy,” eMarketer points out reasons people become fans of brands on Facebook and the driving forces for them to purchase. As we can see in the graph below, Social Fans are very likely to not only purchase from the brands they are “Fans” of but also recommend those brands creating a level of trust, word of mouth, and earned media that static platforms like Google cannot offer.

So now you’re probably asking, “why would anyone become a “Fan” of my brand on Facebook?” Simple… it makes their life easier and more involved. As we see from the second graph the top reasons for “Fanning” a brand are:

•    To receive discounts and promotions (become a more empowered consumer)
•    I am a customer of the company (show loyalty and enhance advocacy)
•    To show others that I like/support the brand (allow your brand attributes to define them as a person/customer)

It’s an amazing shift in why people become a fan of a brand, but shows the realization of individualized, personal marketing that a platform, like Facebook could allow.

If you’re a marketer of a brand, your goal is to get your brand in front of as many eyes that you can, as well as persuade toward a purchase. Google may give you an opportunity for the reach and allow you to display an advertisement, but Facebook offers you much, much more. It not only gives you the eyes you want and the advertising you desire, but also provides you with a platform to interact with customers and communicate on a regular, semi-intimate basis; to give them discounts and promotions; to enhance loyalty and build advocacy; and provide an outlet to let your passionate followers shout to the world that they are your customer. It’s a simple thought… communicating with your customers. One that should NEVER be scary.