Facebook Strategy - Beyond the Like
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A lot of large brands have an active social media presence, however there continues to be an over-reliance on simple counting of Facebook Fans as a key performance metric. In any Facebook marketing program, there should be two strategies in play – a Fan Acquisition Program to grow the opportunities to interact with fans and a Fan Engagement Program to promote a community beyond the simple like.facebook marketing beyond the like
Fan Acquisition Program
Build a brand. Facebook offers an excellent outlet to build a brand that consumers can connect with beyond the often static nature of traditional marketing. On Facebook, customers can participate in brand activities and interact with your brand on a personal level.
Increase loyalty. By “Liking” a Facebook brand page, consumers are essentially opting in to receive your brand messaging. This is a powerful opportunity to connect with them and turn them into brand ambassadors and lifetime customers.
Fan Engagement Program
Communicate. Facebook marketing is not just pushing out brand messages. It has become common for customers to use a brand page to bring up inquiries or offer feedback. Handled correctly, this can be a fantastic way to communicate with customers and offer them exceptional customer service.
Given that a brand has acquired a certain number of Fans, its goal should be to deliver maximum reach, achieve brand resonance, and hopefully influence consumers to purchase or engage with the brand
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