A magic bullet for attracting customers and maintaining engagement with them doesn’t exist.
The increase in tools with which to communicate hasn’t created such a method either. Instead, social media have resulted in more options for communication, each with their own strengths and weaknesses.
I previously wrote about Developing a Facebook Marketing Strategy. But it’s important to note that Facebook is not the only or necessarily the best method of communicating with all current and potential clients.
Facebook, like all other forms of communication, has limitations.
Pros of Facebook Marketing:
– Facebook can create a dialogue between your company and its clients. A positive dialogue may result in camaraderie and loyalty, based on shared interests.
– Facebook allows you to share short messages and links to lengthier information with your customers in a place where they already are gathered, helping support message dissemination.
– Facebook can help create a buzz for events, including providing a platform through which to invite customers to various happenings.
Cons of Facebook Marketing:
– Because so many people are using Facebook so frequently, it can be difficult for your message to break through the clutter.
– Negative messages travel just as quickly through Facebook as positive ones.
– You have to create value for your customers to gain fans and encourage them to return to your site.
– Facebook can’t create awareness for your company. People can only seek out and fan something they already know by name.
– The Facebook platform can’t work without a goal or without other tools.
Let’s Talk Nerdy!
What did I miss? What do you see as the benefits and limitations of Facebook for marketing?
Lnkeesee says
Here is just a couple that I thought of!
Benefits:
1) Facebook users will give you feedback in a somewhat “raw form”. I use that term because the Facebook I know is somewhat of a diary that I share among friends. Therefore the company is more likely to receive truthful feedback whether good or bad.
2) It gives the company the opportunity to tell people about who they are, what they do and maybe some of their goals for the community
Limitations:
1) My biggest one which I have mentioned in most of my other comments is professionalism and how serious your company will be taken. Yes, our generations are the future investors but a fraction people who are investing right now don’t see it as the most professional.
2) If a company doesn’t define themselves, others will and not always in a good way.
You know what social media I can’t wait for companies to start using? Google+, it’s still taking off but it seems to be a much more professional take off! Here is an example http://fbforbusinessmarketing.com/
profkrg says
@Lnkeesee Leah, it’s interesting that you brought up Google+. I still really don’t know what to think of it. I have an account, and I read about it a lot. However, I personally haven’t yet figured out what it does for me that I can’t do on Facebook and Twitter. The new business pages certain are big news now.
JKA says
I dont know if Google + will be going anywhere. I think facebook is now to big that people dont want to switch.
AustinClarkEnnis says
I think one other benefit is that it is true that Facebook is used by almost everyone; even though there is a chance your update may be lost in the clutter, it may not be and it won’t be lost to everyone.
eayoung says
@AustinClarkEnnis I think even it if causes clutter, at least one person may have read the post. Meaning that is one more person they have reached.
Ashelihud says
@eayoung @AustinClarkEnnis It does start with one customer! They can use word of mouth and spread it. Same thing goes for viewers to talk about Facebook and Twitter accounts. “Hey did you see how many coupons Southwest Airlines posts on their Facebook.” It’s great publicity.
JKA says
I actually clicked one of those southwest airlines link when i was looking for a flight during winter break @Ashelihud @eayoung @AustinClarkEnnis
AustinClarkEnnis says
@eayoung Exactly, you’ve gotta try!
Ashelihud says
I am getting discouraged from using Facebook as much now. I forget or just feel like I have grown out of it. I am so addicted to twitter though!
Lnkeesee says
Sometimes I feel like Io old for Facebook too but I don’t really understand twitter yet! @Ashelihud
AustinClarkEnnis says
@Lnkeesee@Ashelihud I don’t know if I’ll ever grow out of FB, but Twitter is SO addicting haha!
profkrg says
@AustinClarkEnnis Going where the people already are gathering is just smart. Figuring out how to break through the clutter is where brands have to be creative instead of just following what everyone else is doing, right?
AustinClarkEnnis says
@profkrg Exactly, and its getting harder and harder to do that!
aschexnayder says
I actually disagree with one of your cons- I think that Facebook can help to create an awareness for your company, by utilizing Facebook ads. In my own personal experience, I first discovered ModCloth (a favorite clothing brand of mine) through ads on the side of my Facebook. Because Facebook already has so much personal information about its users, it is very easy to create specifically targeted marketing that can help you to reach your audience.
I also think that most of your cons are cons for any form of social media, or website engagement. In any environment where free, unmoderated comments are allowed, both positive and negative news can spread like wildfire. It’s hard to get your voice through to everyone in any environment when they’re already besieged by advertising daily. And any customer must feel like they’re getting something out of engaging with you in any form of media, or they won’t use it- not just Facebook.
I think a major benefit is the amount of information that people provide on their Facebooks. It’s really simple to look at the demographics of your current followers, and figure out where your weaknesses, strengths, and opportunities lie. Facebook also provides very helpful analytics through their Insights tab, allowing you to create a more targeted message that already is proven to succeed. Some problems arise in that it’s hard to feel unique among the thousands of companies on Facebook. You must really get creative if you want to try something new or different that hasn’t been done before.
eayoung says
@aschexnayder I think that is great that you gave a example of how Facebook can spread awareness of companies.
profkrg says
@aschexnayder Allie, excellent points! I don’t know why I didn’t think about the advertising potential of Facebook and how Facebook itself uses that data to target advertising to the correct people. Perhaps my blinders on this issue are the result of me ignoring the ads. I don’t really find them effective because I never click on them. However, it seems that I remember having a conversation about this in law and finding that many students do actually click on the ads. You are a great example with ModCloth about the effectiveness of well-targeted Facebook ads.
aschexnayder says
@profkrg I should have also stated that I only clicked on the ModCloth ads after seeing them (probably) hundreds of times- I apparently fit right into their target demographic. But that experience has made me more likely to use ads in the future. I think it’s more effective than many marketing executives realize.
eayoung says
As far as pros- I think that it is such a bonus because ANYONE with internet access can use Facebook, which helps put word out there to people. Facebook can help you reach any target audience almost. As far as your cons I think Facebook totally creates awareness. Because if one person puts something up on Facebook regarding another company or brand, it can cause stir. The limitation for Facebook marketing is the creative side. I think it is hard to get creative with Facebook because the Facebook layout is the same on everyones page. You really can not have additional links and for someone to notice a video they have to click the vide link.
profkrg says
@eayoung This is true, Erica. I had not considered the word-of-mouth aspect of Facebook. It’s not just about “liking” a company’s page. It also is about what people say about brands on their own walls, which are viewed by hundreds of friends. Excellent point!
aschexnayder says
@profkrg@eayoung I personally have put out Facebook statuses asking for business recommendations in the area- I discovered an amazing tailor thanks to a friend recommending it to me on Facebook. Particularly when you’re not from the area, or you’re not as familiar with it yet, examining what your friends in the area like and believe in is a great way to find excellent businesses- and often local ones. As a supporter of the local movement, that’s one huge perk.
Ashelihud says
Facebook is the devil’s advocate. It is so tempting to post whatever you want as a company but you can’t. There needs to be thought like was said previously…a goal. So many just create the account and don’t putin much work. The companies that respond and have a team that can give customers the feeling of being heard, then there is success for that company. I think the ads are a way to promote ones company! Anything that someone has seen and is able to remember in a time of need or near a purchase.
I think the biggest pro to facebook is that Facebook is raw feedback. People are brutal and we all know that. So when we are scannign the page and see feedback, we for the most part know it’s authentic. Most can tell when there is korny advertising.
The bad aspect to Facebook is it’s been washes out by bad companies so viewers put their blinders on and ignore ads, and marketing approaches. The good is sometimes overlooked.
JKA says
Pro its a great way to be in touch with customers. Con once something is said on facebook its always stays with you.
Lnkeesee says
and ANYTHING written or saved in a digital format is never really permanently deleted. So they have to watch what they say.@JKA
Amanda Whitesell says
Facebook prohibits companies from operating through a personal account, but doesn’t allow pages to send private messages to fans.
Prof KRG says
Amanda, what is an example of when this would be a problem?
Amanda Whitesell says
When a commenter would be the ideal source for a news story. You could ask him/her to email you, but that usually doesn’t go over well because people are bashful.
Prof KRG says
I personally have noticed this issue. When someone likes this page, I’d like to contact them to say thank you and ask them what they’d like to read. I cannot do so.