Facebook: overrated, or just misunderstood?

Social media. It’s part of the phenomenon of Web 2.0; allowing people to create and share content with one another. The majority of time we spend on the internet these days happens on social media sites.

Highly interactive platforms, engaged audiences, and detailed information about consumers? Sounds like a marketers dream.

No wonder so many brands and companies have hurled themselves onto the social media bandwagon.


Facebook is undoubtedly the belle of the social media ball; everyone’s looking for a piece of the action. With over 1.1 billion users at last count, it’s the most widely used social media platform (that’s around 15% of the world’s population).

In fact, the social media giant’s last update reported 16 million local businesses active on Facebook. It is by far the most popular social media site in Australia, with 12 million monthly users (that’s more than half the population!).

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It’s almost become a given that a business will have some kind of social media presence these days; at least a simple Facebook page. But the question is –

What is it doing for your brand?

Remember, Facebook isn’t necessarily targeting consumers who are purchase-ready; that’s Google’s arena. Give your fans a reason to stay engaged with your brand beyond the transaction:

  • Provide interesting content – keep your posts fresh and relevant
  • 24 hour surveillance. Don’t make the same mistake as Qantas – make sure spam and inappropriate comments are removed as soon as possible
  • Don’t ignore your customers; the widespread reach of the internet is a powerful thing. Show your consumers that you care about them; build your credibility
  • Share your brand’s personality with your fans – build affinity through a consistent identity
  • Keep it fun – information about competitions and upcoming sales or events will give your fans fun things to talk about
  • Use it in a way that best suits your strategy. Whether that be for sales promotions and special offers, as part of your after-sales service, both or something different entirely – know why you’re there

inc.com has some great examples of effective facebook pages

Remember, Facebook is another touch point for your consumers to learn more about your brand. Relationship marketing is more personalised than ever; interact with your followers in meaningful ways, and you’ll keep giving them reasons to build loyalty.

Let me know in the comments –

What Facebook posts does your brand/ company focus on? Are you more concerned with customer service or sales promotions?

As a customer – what makes you respond to a branded Facebook post? Do the brands you follow make you feel valued?

Personally, my favourite Facebook posts are the ones telling me about shoe sales. The way to a girl’s heart

Until next time,

N.  Apple_bitten.svga


6 responses to “Facebook: overrated, or just misunderstood?

  1. Well done Natalie – a great start! Very visually pleasing, and a nice “call-to-action” at the end.

    I am looking forward to reading more over the next 10 weeks!

  2. An awesome start, Natalie! I’m looking forward to reading more from you over the next ten weeks.

    Do I feel valued by the brands I follow on Facebook? No. As a consumer, I don’t respond necessarily to the Facebook post itself, but I might go check out a sale or buy something if there is a big enough discount offered… =)

  3. Facebook is a god-send for small businesses and start-ups. It helps those not-so-tech-savvy entrepreneurs connect with their customers easily and vice versa. While business interactions have become more transparent, it has also made them more frequent… While I’m skimming through my feed I found I just I tune out after seeing so many brand updates…

    Like a bit of goss from a friend over a coffee, I still respond better to something that has been ‘shared’ to my wall rather than a companies status update – even if it was 50% off shoes. For one day only. Exclusive to online purchases. Conditions apply.

    • Hahaha, I see your point. More of a ‘soft sell’ approach, rather than just the harder sales promos. I like the idea of brands showing more of their personality, rather than just getting to the ‘business’ of the sale 🙂

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