As brand managers dip their toes into unfamiliar digital territory, Facebook is often the first social media channel they embrace. Penny Telford, senior planner at digital agency Clusta offers a few golden rules to integrating Facebook activity into marketing strategies and explains why a deep understanding of a brand’s core values is essential when negotiating the social media sphere.
‘Like’ – or is it more than this? Do you really have to love a brand to be friends with it on Facebook? Brands have to work hard to establish and continue a relationship with consumers. Yes, some brands such as Apple, Virgin and Nike are extremely lucky and fans will actively seek them out; however, not all brands are in that position.
With The Social Network film driving the platform into the spotlight once again, more organisations, regardless of their sector, size or budget, will be trying out social media for size. And unsurprisingly, as brand managers dip their toes into unfamiliar digital territory, Facebook is often the first social media channel they embrace.
Online is the perfect channel for forming an ongoing relationship with consumers. However, a relationship with a brand online is much like a friendship. With this parallel in mind, by following a few golden rules, the successful integration of Facebook into marketing strategies can be achieved.
Rule 1. Take time to get to know consumers
Finding out what consumers are saying, if anything, about your brand is crucial in discovering the common themes and strands that you can capitalise on. For any earned media platforms you need to know who your influencers are, and by using media monitoring tools such as Radian 6 you can decipher what they think about your brand.
Rule 2. Give consumers a reason to like you
You didn’t go to school with them or work with them so why would they want to be friends? Whilst some brand fans will actively seek you out, most brands will need to give consumers a reason to engage with them in a social space which is, essentially, a place for friends. This could be in the form of prizes, or rich and engaging content. Whilst viral growth is important, a supporting media strategy is also crucial to ensure you get the exposure you need. Don’t forget to leverage existing channels such as your website, events and sponsorships to drive awareness of your social media presence.
Rule 3. Have a solid brand foundation
Unlike TV ads which allow for weeks of reflection and sign off, a social media presence requires the ability to respond quickly. The person in charge of your social media strategy needs to really understand the brand voice, tone and values to be able to do this. Cadbury’s Caramel Bunny Facebook page http://www.facebook.com/caramelbunny is a great best practice example. The bunny’s responses give you an even firmer idea of this brand character and what she thinks, feels and believes.
Your offline behaviour will influence opinion about your brand as well, so don’t imagine it’s about a purely digital experience. Ensure all your communications are working together, giving the same message. Yes, you may have a number of different agencies but you need to have one voice. Consumers need to know who you are and why they should be friends with you on Facebook.
Rule 4. Don’t talk too much – it’s a conversation not a monologue
A recent survey of more than 1,500 Facebook users revealed that the number one reason for ‘unfriending’ is frequent asinine posts. Remember, you don’t annoy your friends with ten posts a day, so don’t risk irritating and alienating your brand’s friends with an overwhelming amount of noise.
Rule 5. Be consistent
You may operate in quarterly campaigns, but consumers don’t. By all means, have a quarterly focus, but make sure you continue to respond to consumers. Social media is a long term commitment and has to be treated as such.
With the ASA starting to regulate online as well as offline next year, applying and understanding your brand’s human traits - authenticity, honesty and individuality - to make friends has never been more important.
Penny Telford
Senior Planner, Clusta