Facebook Page – Do I Need One?

Not a day goes by without one of our clients, prospects or partners asking about having a Facebook page for their organization. In this month’s feature article we shed some light on the distinctly different benefits of Facebook for B2B, B2C, and Cause-based organizations.

The fact is, in the world of social media, we are seeing more and more brands flocking to Facebook, and rightly-so as 78% of US households are now active Facebook members. A few of the more well known consumer brands such as VW have even taken the leap to promote their Facebook page rather than their website address in both TV and Print advertisements. What benefits does this hold for the business?

The value of an organization's Facebook Page is it allows individuals (you and me) to connect from our personal accounts to an organizational page that we have an association with. This might be linking to a cause we feel close to like Save the Harbor / Save the Bay or a product we are loyal to like New England Coffee for example. These are causes and products we are proud to be associated with and want our Facebook friends to know it. So that relation is really a personal-to-cause and a personal-to-brand connection.

Before taking the plunge and creating a Facebook presence for your organization, let’s explore the benefits of each of the three main organization types, Business-to-Business, Business-to-Consumer and Cause-based organizations.

For Business-to-Consumer (B2C) companies, actively participating in the Facebook community has great rewards for brand awareness, loyalty, and even online sales. The easy ability to share and suggest pages and links allows brands build momentum and generate buzz with little or no physical cost. In addition, Facebook is a powerful platform that can support photo uploading and interactive applications and widgets. This presents a unique opportunity for consumer brands to use the platform for interactive branded promotions and applications. For an example, check out Vitaminwater’s contest to pick the flavor and packaging for their newest drink.

Business-to-Business (B2B) organizations will find very different results on Facebook due to the nature of their customers. There are limited personal opportunities with B2B companies as we currently use and market Facebook. For example, an Office Manager is not likely to find any value in becoming a fan of the organization’s office supply company’s Facebook page. Keep in mind that social marketing success is possible if there are distinct marketing opportunities, or if the company promotes certain specials only through Facebook.

Causes and Non-Profit Organizations also benefit greatly from the involved relationships and loyalty that are brought about through Facebook pages. For example, The ASPCA (American Society for the Prevention of Cruelty to Animals) has over 196,250 fans and interacts with them daily – an activity that spurs hundreds of comments and sharing. Although ROI is still vague, marketers will agree that these short but frequent interactions have a big effect on constituent engagement and loyalty. For Causes, the supporters, members, and donors are the backbone of the organization. With the audience playing such an important role in the success of the organization and its mission, Facebook is an obvious choice for Cause Organizations who want to tap into a powerful community of supporters, members, and donors.

While all three types of organizations will find very different results by having a Facebook page, they have one common agreement – Facebook is a powerful platform and community that has real opportunities – if you set up the right strategy. Michael McCathren of Chik-fil-A explains, "This is a complete departure from traditional marketing. If you try to enter social media with a traditional marketing mindset, you’ll never leverage it. What a brand does with its customers is just as important as what it does for its customers."

As Facebook becomes an increasingly mainstream marketing channel, expect to see many more large (and small) organizations following in the footsteps of trendsetting brands like Starbucks, VW, and Southwest Airlines. So when considering your approach to Facebook, be sure to do your homework and remember to not confuse the technology with the strategy. Facebook.com is a tool and should be considered the means to brand awareness, consumer engagement, and loyalty.

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