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Question: What are the basics of using Facebook effectively to promote an integrated campaign?
Smart Insights Answer: Ultimately you"€™re looking to foster an ongoing relationship with someone, somewhere if you"€™re using social media. Facebook Fan Pages can be both "€˜home base"€™ for a brand (the place that will help you foster the ongoing connection with your audience online), and/or it can be one social media "€˜outpost"€™ (a channel where you are ultimately driving traffic from and through). I am assuming more an outpost since that"€™s most common.
Set your objectives clearly - WHY are you wanting to leverage Facebook as a communications channel, it"€™s important to be clear about why and how you"€™ll measure success before you start, what part of the campaign will Facebook play for you - traffic, awareness, lead generation...?
Facebook is huge with over 500m global users logging in at least every 30 days - are you focusing on UK, single female professionals - for example? It"€™s important to define for your creation of your social media "€œproduct"€ and for promoting within Facebook and for designing your fan page. Creation of an effective fan page is central to success and must reflect the overall campaign.
What is your Facebook "€œproduct"€, what is the concept and point of the campaign in Facebook that defines the experience for your users - what did Burger Kings"€™ Subservient Chicken have to do with the brand? Everything if you wanted a fun, interactive brand online. And, yes - you will need to be creative or in the very least useful, so this is maybe the best bit to out-source - and remember it needs to tie back to your overall campaign.
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.
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