Why Facebook Marketing With Fan Pages is One Trend That Will Not Go Away Soon
Facebook marketing is one of the most powerful trends to hit online business marketing in years. With over 500 million subscribers now, Facebook is becoming the social media website. With an array of tools available to the creative marketer, Facebook is increasingly relied upon by marketers on a shoestring budget.
Why Facebook? Trust Thy Neighbor!
Consumer research over the past decade shows a very consistent trend of decreasing levels of trust for traditional authority figures and increasing trust for friends, neighbors and acquentions. According to a 2009 Nielsen survey of over 25,000 consumers from over 50 countries, "90% of online consumers trust people they know, while 70% trust consumer opinions posted online."
This indicates the new power of the consumer-generated media in the decision-making process of most consumers today. Websites like Facebook are on the leading-edge of this powerful trend.
FaceBook Marketing Channels
In terms of Facebook marketing and advertising, it is still early in the game for any trendsetters who want to leverage this powerful social networks. There are a few different ways small businesses that generate customers and build publicity online through Facebook. These channels include:
- Facebook ads
- Facebook pages (including "notes")
- Facebook newsfeeds
In the rest of this article, we will focus on some key features of the Facebook Fan Page.
Facebook Fan Pages (or Facebook Pages)
Facebook fan pages as they used to be called, operate in a similar way to individual Facebook "profiles" but there are some key differences.
Facebook pages feature a "Like" button which which registered members of Facebook can begin to receive page updates or even make comments on the page wall (when the page administrator allows it).
You can use Facebook pages to send "updates" – messages which show up on individual's wall when they "like" (subscribe) your page. Facebook pages are visible to people unregistered in Facebook, and therefore they are visible to the search engines. This is a powerful advantage for building "Do Follow" links to your web properties with the Facebook "notes" tab.
Facebook pages also allow the use of Apps which can extend the functionality of the page tabs such that html capture forms, YouTube videos, and other attractive elements can be embedded and other features added. Our consulting practice is now walking clients through turning their fan pages into a high-engagement mini-portal with videos, discussions, Facebook notes (roughly equivalent to blog posts), and Facebook page "wall" updates that feed information, links and pictures to everyone that "likes" their page.
Finally, Facebook pages can be promoted with Facebook Ads – something that Facebook Groups do not have access to.
If you own a small business, particularly a consumer-focused service firm or a local retail establishment, you can not afford to ignore Facebook marketing with Facebook pages. Our case studies and marketing tests with this powerful Facebook channel have shown that you can combine it with another marketing channel for great results.