The Facebook relationship: it’s complicated

We hear it on a regular basis. “My company needs a Facebook Page!” And when we ask why the response is all too familiar.

“Everyone else has one.”

It’s true. You can now Like everything from tampons to food favourites; from gum to theme parks. However a recent study by ExactTarget and CoTweet called “The Social Breakup” has put the microscope up to the fan/brand relationship and found fans are getting a little more selective in their social media relationships. So while Facebook has become a major priority for 2011 marketing plans how can you upgrade your relationship status from “it’s complicated” to “in an open relationship”?

Be relevant

Some key reasons for a social breakup can be chalked up to a lack of relevance. If your marketing plan is designed to tap into the needs and wants of your target market then this should be an easy fix -there was a reason it was defined as a viable market in the first place. A common mistake is to maintain a “one size fits all” page with a muddle of objectives and messaging for fear of diluting your opt-in audience. With Facebook’s new layout and functionality for Pages it’s easy to cross promote pages and continue to deliver the right message to the right people at the right time.

Who’s doing it right?

Air New Zealand runs Facebook Pages for the homeland fans, Kiwis living in Australia, Australians living in Australia and those just wanting to stay on top of the cheapest fares. Choice!

Be creative

We’re in the business of telling stories. With so many campaigns fighting for the attention of an often indifferent audience, creativity achieves amazing cut through. This doesn’t mean everyone needs to introduce Old Spice style tactics but there is an enormous amount of potential to make your mark within Facebook beyond the humble status update including photos, videos, games, gifts, polls, competitions, quizzes, booking and sales engines, livestreaming, personalised content and a thousand opportunities that haven’t even been thought of … yet.

Who’s doing it right?

Burberry used an interactive video on their Facebook Page to create an experience similar to what they receive from their own website. No word on whether poor imitations were seen on other Pages.

Be selective

Your fans are getting more selective and so should you. If you run a competition to win a big screen TV to drive more Likes to your page you’re sure to get a whole heap of people who love big screen TVs. That’s not that great if you’re selling laundry detergent. Concentrate on getting your message to the people who care about buying your products, or influence those who do.

Who’s doing it right?

The Johnnie Walker Facebook Page uses content and conversation aimed to the connoisseur rather than the average Saturday night scotch and coke guzzler to support its positioning as a premium brand. We’ll drink to that.

Hat tip All Facebook


~ by mandi bateson on February 22, 2011.

5 Responses to “The Facebook relationship: it’s complicated”

  1. […] This post was mentioned on Twitter by Mandi, Oz Dean. Oz Dean said: RT @mab397: The Facebook relationship: it's complicated: […]

  2. Great post, Mandi. I see this all the time – I become a fan of a brand or product and what starts out interesting slowly becomes dull. I don’t necessarily “un-like” them, but they become irrelevant. Eventually I clean them all out – but it may take a few months.

    • Thanks Gavin. We may think we’re coming up with awesome, engaging content but at the end of the day if it’s not working the crowds won’t bother to stick around

  3. […] I’ve written before about the debate between consolidating your audience in one place vs givin…. 20% of these mums use social media to save money on products. If you’ve got regular offers, discounts or promotions you should be letting them know exactly where to find them! This may mean a second Twitter account, a smaller Facebook page or even a commitment to posting deals to sites like Buckscoop or Top Bargains but if this is your audience it’ll be worth the effort. […]

  4. […] brakes on branded stories or content, the responsibility is with us to maintain an opt-in audience. As I have mentioned before, if you don’t deliver relevant and interesting content then you won’t continue to be […]

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