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The Value of Facebook for Business

Social media management, the use of social online networks to promote or advertise your company services or product, is on the lips of almost every marketing orientated person in South Africa. This new media avenue has been heavily exploited and discussed overseas but in South Africa business has been slow to produce quality media campaigns that leverage the power of social media.

The biggest mistake made in social media is forgetting that the medium is social. It needs constant attention and monitoring in order to achieve returns. More importantly it needs a strategy that motivates consumers to act on the desired result of the marketing campaign. Without a strategy in place social media will always remain shallow and never build loyalty.

Outside of strategy another mistake is thinking that your business belongs on Facebook. In most cases I would advise corporate business to stay away from Facebook simply because no-one wants to take the company home with them. They don’t want to hear about your business when they are relaxing and catching up with friends. I would rather suggest promoting a social aspect of the business though Facebook. This would provide value and reason to the Facebook user to interact with you on their social cyber-lounge.

So here is the first lesson in a Facebook presence.

Your presence should be something that people want to take home with them.

Facebook is still primarily an online playground for people all over the world. Business often bans Facebook at work because it takes peoples mind off work. People on Facebook are socialising. Not researching business! For this reason the only way to have a successful Facebook presence is to present something on Facebook that people would love to take home with them.

To decide if your Facebook offering ‘take home’ worthy you should consider two main aspects:

1.    Your target market
⁃    Are they personally passionate about your industry, product or service?
⁃    Will they spend their own money on your product or service?
2.    Your product/service
⁃    Is the service purchased by the end user?
⁃    Does you service or product improve the social or personal life of a Facebook user?

Should you find that they above turns out to be true then you could be on your way to building yourself a database of loyal consumers who allow you to ‘socialise’ with them in an environment that you may never experience with them on any other platform. Which should be a reminder that each person who has chosen to join you on Facebook gives you a priveledge. Keep humble through you marketing to them, dont over-crowd their homepage with your company updates, respect their space and answer them when they talk to you.

Build their trust and reap the rewards.

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