Marketing as an activity is all about reaching the right customers with
the right products, and the result sought is delighted customers who
are more than willing to open their purses wide enough to boost your
revenues. For many years, marketers stalked their target customers
through various means and by trying to get their message across to
spread awareness about their wares.

Traditional Means of Communication

Traditionally, marketing communications were conducted via print,
broadcast and such traditional media through disruptive advertising,
where advertisements appear in between the content of interest
for the customer.

Traditional media does give a large reach to a marketer with its
programming of mass appeal. However, the wastage is equally high,
since a large portion of the audience would belong to a different
segment than the one that is to be targeted by the marketer.

Enter Social Media and the Internet

The revolution stirred by the internet as a medium took place because
of the fact that it is highly personalized and provides more content
on-demand than any other available medium. Social sites proliferated far
and wide in their usage for a few simple reasons:

The power to create and distribute content is equally available to
every user, irrespective of him/her being a customer or a marketer. In
the earlier forms of media, that power rested with the editorial staff of
the channel or the advertiser, but hardly ever with the user.

The medium is completely personalized, and a user can create or
join groups and further create content based on what he/she likes.
Opinions are free and fair. This is one reason why social media is of
utmost concern to marketers, since buying decisions are no more
influenced as much by advertisements. The traditional word-of-mouth
marketing approach has grown leaps and bounds on social networks.

Facebook – At the Center of Social Media

With 500 million (and growing) unique users worldwide, Facebook
is the number one social networking site in terms of activity and
subscriptions. What started as a garage initiative by Mark Zuckerberg
has now become the biggest phenomenon on the internet.

A user interface that allows for quick communication and the
ability to create fan pages and groups at the click of a mouse
button are what make Facebook extremely popular. Another
important reason for its immense popularity is the wide variety
of social applications that have been developed and made
available within the Facebook environment.

These applications can allow users and friends to do joint
activities like playing games that run endlessly, sharing
photos, videos, and web links, and many more.

How does this help a marketer?

Traditionally, media plans were drawn to include television channels,
publications, or any other media that can grab maximum eyeballs
and effectively reach a selected target audience. The science
of segmentation and targeting has become only more accurate in
the case of social media.

Facebook provides a wide variety of avenues to communicate with
the audience, which opens up an entirely different world of possibilities
to have a fruitful dialogue with customers. Some of these methods
used popularly by marketers are:

Advertising: The first opportunity, which is the most obvious one, is
advertising on Facebook. The difference, however, is the fact that
you can create your own advertisement in a matter of minutes and
also specify the details of your target group in terms of demographics
and types of discussions where you want your advertisement to appear.

Fan Pages: Facebook allows every brand, as well as individual users,
to create fan pages for their favorite celebrities and their own homegrown
businesses. Large brands have also created their official pages on
Facebook that have a huge, immediate fan following around the world.

The fan page has immense utility to convey first hand information
about the brand and also to collect immediate and frank feedback
from your customers.

Branded applications: One of the most effective ways to engage
a user toward your brand is by creating an application; this could
be a game or a contest, with your branding coming across subtly
through it.

What makes Facebook even more exciting is the way it allows you
to target your communication sharply just to the customer segment
you want to attract. It also provides analytics and page insights
that give good feedback and measurement on the activity done.

The options provided by Facebook can be creatively explored
and used judiciously for bringing about maximum benefits to any

However, while doing all this, you need to be aware of the fact
that customers have an equal say and have the ability to respond
immediately to any of your actions with a thumbs up or a thumbs
down. Availing the service of a social media consultant to work out
a social media strategy may be required so that your efforts will
not be in vain.

Savy network marketers will become educated on how to use
Facebook effectively. The potential is simply staggering.

Get more information here for the best Facebook
training available here:


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