Social Media :: Facebook Is A Tactic, Not A Strategy
Brand marketers seem to be jumping on the Facebook bandwagon left and right.
They know engagement through social networking is important to understanding
consumers, so they’re trying to do it. However, creating a branded community
locked within Facebook or any other broad-reaching social network is
probably not the best long-term strategy for communicating with consumers.
Don’t get me wrong, Facebook is not a bad marketing practice 300 million
users is a big pond to fish in. Done properly and coupled with other social
marketing tactics, it can enhance any big picture social media strategy. But
let’s be clear, Facebook is a tactic, not a strategy.
Here are a few reasons why:
User intent
On Facebook and similar sites, you never really know why someone is there,
but for the most part, the intent of the user is to interact with friends
around a variety of topics not, typically, to talk to brands. Unless it’s
being introduced by a friend, in order to engage with consumers, brands
have to interject themselves and disrupt the conversation. That sounds like
what a TV commercial does, and it’s something consumers may ultimately
resent. Or ignore.
That’s not to say consumers don’t want to talk to brands online. They do.
According to the 2009 Cone Consumer New Media Study, 89 percent of new media
users believe companies should be interacting with consumers via social
media. And a recently released Razorfish Study said 40 percent of U.S.
internet users had actually “friended” a brand on Facebook or MySpace. But
posting updates to a fan page every few days lacks any built-in value for
consumers and certainly does not qualify as an effective social media
program.
There’s also relevance
Most people would agree that it’s a critical factor when they decide to put
out a welcome mat for marketer messages. Finding relevance in the ocean that
is Facebook can be tough in fact, lack of relevance is a choice on
Facebook’s survey of reasons why users might not like an ad they see on
Facebook.
Affinity-based social networks, on the other hand, are built around a common
interest. They bring together like-minded individuals who want to connect on
a particular topic. That oozes relevance. And that’s a perfect opportunity
for brands.
For example, Meredith Corporation has begun creating affinity-based social
networks as a way for brands to build strong relationships through social
conversations. They took their expertise from Better Homes and Gardens
magazine and BHG.com to create MixingBowl.com a social network for cooks.
It’s a place built entirely around recipes and people sharing them; sharing
their ideas and passions for food. That’s certainly a relevant place for
food brands to engage and add value to the conversation.
Additionally, Gannett has created a national network of 80 local
communities, all specifically tailored for moms. Through MomsLikeMe.com,
moms can connect, form groups, plan events, and share advice, while
marketers have new opportunities to enter the conversation, create
relationships, and gain valuable insights into what moms want and need.
As these examples illustrate, a successful social strategy needs to be
tailored to your specific brand.
Facebook has more than three hundred million users. Certainly it has a place
in online brand marketing. But it should not be the center of your brand’s
marketing.
