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What Brands are making the best use of Facebook?

Posted by John Horniblow on Jan 18, 2010 in Branded content, General, Social Media Marketing, User experience
written for http://blog.label.ch

The rise of the importance of the Facebook fan page has become an integral part of companies social media campaigns or presence. Its not hard to understand why. Facebook is the web’s most popular destination after Google ( it is number 1 in Indonesia, Philippines , Malaysia and Singapore ) where the average user spends in the order of 33 minutes per day and its registered user numbers are upwards of 350 million. As the use or entry to a brand’s website are in decline due to a shift in how consumers use the web this days it makes common sense to to add Facebook into the online marketing mix. With number of brand, star, cause or business fans ranging close to 5.3 billion , that means News Feeds to user’s pages are carrying a range of brand content and updates.

View a full review of Facebook’s internal statistics

Last November “The Big Money” part of Slate Magazine, ranked 50 brands that they see as making the best use of Facebook. The ranking is based on factors like number of fans, page growth, frequency of updates, creativity and fan engagement, not just numbers of fans. According to “The Big Money” Coca-Cola is ranked as the brand that makes best use of the social network thanks to its “organic fan-centric page without a corporate feel” and some extremely good apps the currently coin the phrase “Share Happiness” in a campaign to boost the diffusion , awareness and contact with the brand in social media.

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Why Marketers Like Twitter More Than Facebook- For The Moment

Posted by John Horniblow on Aug 29, 2009 in General, Social Media Marketing

Written for and Reposted from http://blog.label.ch

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The most interesting thing I read all week in the myriad of information I digest was the posting for eMarketer titled Marketers embrace Twitter over Facebook with and insightful tag line “Follow me” replacing “friend me”? eMarketer reported that “Facebook may have recently passed MySpace as the most-visited social networking site in the US, but it’s facing stiff competition for the attention of social media marketers.” So why is it so interesting for me and why should it interest you?

Marketing and advertising in Facebook is problematic. In fact its inherent culture is anti advertising and its user base have in the past voiced disappointment and disapproval of the introduction of targeted advertising. There is an high emotional attachment to the service as it relates to sharing amongst friends, family, and having fun in a protected environment. They don’t want the intrusion or interruption by advertisers. They will choose whether or not they want to be associated to you. Marketers need to learn a new approach in social networks like Facebook. (In MySpace its a different commercial proposition, brands can advertise and “own” or design their own space. )

I do believe that in the classic brand ownership argument, Facebook – the brand, is owned by it consumers , not the other way round. Facebook does not own it users it provides a service to them . Its how the consumers adopt and use the platform and what the platform provides to them that makes it so successful. Facebook has to be very careful not to upset or dis-enfranchise its consumers or it will suffer dramatically. Selling out its user base to advertisers would lead to its demise. Brands and companies operating in this environment must also be mindful of “adding value” to their fan bases and inspiring some open and fun dialogue that piques their interest. Do not assume that its a broadcast channel for self interest. You have to ask why would you, or someone else for that matter, want to befriend a brand ? What is interesting for me is that Facebook fan pages represent an emotional not a rational connection and affiliation to brands. e.g. I love / like you therefore I want to be associated to you! If you offend this sensibility you will loose your most valuable asset, your loyal and emotionally attached consumer.

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