Ed Cotton: What Do We Do With Facebook?
In terms of the sophistication in which brands are using Facebook, we are at an embryonic level.
Everyone loves Facebook, it’s now even the darling of Wall Street.
With its 600 million users and a 70% penetration of the US population, it’s a media giant.
However, in terms of the sophistication in which brands are using Facebook, we are at an embryonic level.
“So you’ve accumulated 10,000 fans on Facebook. And? While 2010 became the year in which we raced to build up communities for visible brand advocacy, 2011 is the year in which marketers have to start making effective use of these groups.”
The challenge moving forward is to try and engage the “likers”. This isn’t a volume game, it’s all about the quality of interaction. So, instead of just buying these “likers” with ads and promotions, brands are going to need to do more to make better use of the folks they’ve acquired.
This means more structured and disciplined thinking about integrating Facebook more astutely into the conversational calendar and better understanding what types of things are going to increase engagement and participation.
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