SMM Series - Facebook Traffic System – The Next Marketing Opportunity?

To be hyper effective at marketing in any business, you need to laser target your marketplace. It is very possible to get hyper amounts of targeted traffic to your business when you know where to look.

Traditional Means of Communication

Traditionally, marketing communications were conducted via print, broadcast and such traditional media through disruptive advertising, where advertisements appear in between the content of interest for the customer.

Traditional media does give a large reach to a marketer with its programming of mass appeal. However, the wastage is equally high, since a large portion of the audience would belong to a different segment than the one that is to be targeted by the marketer.

Enter Social Media and the Internet

The revolution stirred by the internet as a medium took place because of the fact that it is highly personalized and provides more content on-demand than any other available medium. Social sites proliferated far and wide in their usage for a few simple reasons:

The power of creating and distributing products and content is endless these days regardless if you are a newbie or not. In the earlier forms of media, that power rested with the editorial staff of the channel or the advertiser, but hardly ever with the user. The medium is completely personalized, and a user can create or join groups and further create content based on what he/she likes. Opinions are free and fair. This is one reason why social media is of utmost concern to marketers, since buying decisions are no more influenced as much by advertisements. The traditional word-of-mouth marketing approach is nearly a thing of the past as it has morphed into an automated marketing giant these days through social networks.

Facebook – At the Center of Social Media

With 500 million (and growing) unique users worldwide, Facebook is the number one social networking site in terms of activity and subscriptions. What started as a garage initiative by Mark Zuckerberg has now become the biggest phenomenon on the internet.
A user interface that allows for quick communication and the ability to create fan pages and groups at the click of a mouse button are what make Facebook extremely popular.
Another important reason for its immense popularity is the wide variety of social applications that have been developed and made available within the Facebook environment.
These applications provide endless possibilities for users, which is why they continue to be so popular. People can do joint activities like playing games that run endlessly, sharing photos, videos, and web links, and many more.

How does this help a marketer?

Traditionally, media plans were drawn to include television channels, publications, or any other media that can grab maximum eyeballs and effectively reach a selected target audience. The science of segmentation and targeting has become only more accurate in the case of social media.
Facebook provides a wide variety of avenues to communicate with your target audience, which opens up a completely new and exciting world of vast possibilities for you to have fruitful dialogue with customers. Some of these methods used popularly by marketers are:

Advertising: The first opportunity, which is the most obvious one, is advertising on Facebook. The difference, however, is the fact that you can create your own advertisement in a matter of minutes and also specify the details of your target group in terms of demographics and types of discussions where you want your advertisement to appear. Fan Pages: Facebook allows every brand, as well as individual users, to create fan pages for their favorite celebrities and their own homegrown businesses. Large brands have also created their official pages on Facebook that have a huge, immediate fan following around the world.

Don’t underestimate the power of a fan page. It has the power to immediately provide feedback and give first hand information about your brand and customer emotions.
Branded applications: One of the most effective ways to engage a user toward your brand is by creating an application; this could be a game or a contest, with your branding coming across subtly through it.

What makes Facebook even more exciting is the way it allows you to target your communication sharply just to the customer segment you want to attract. It also provides analytics and page insights that give good highly targeted feedback with an instant measurement on the activity done.

The options provided by Facebook can be creatively explored and used judiciously for bringing about maximum benefits to any brand.

However, you need to be aware that customers always have equal say and have the ability to respond immediately to any of your actions with a thumbs up or a thumbs down.
Availing the service of a social media consultant to work out a social media strategy may be required so that your efforts will not be in vain.