The New 'Face' of Brand Building

The concept of online marketing has taken a new turn since the last couple of years. Amidst this, Social Media has evolved as one of the most essential tools for marketeers. With social media, organizations can carry out cost-effective and precise marketing campaigns and hence, more and more companies are opting for the Internet over traditional media.

In the year 2006, a revolution began on the Internet with the inception of the social networking website Facebook. Slowly but steadily, it caught the eye of brand developers who saw the potential that the website had to offer. Due to its massive popularity among all targets markets, many brands turned to Facebook for brand development.

Currently, there are close to 750 million users on Facebook. With something as simple as a fan page or advertising on the website, you have a lucrative platform to communicate with your existing customers and add prospestive customers in the bargain.

The most common misconception of most marketeers is perceiving Facebook as a giant advertising billboard. Just because there are millions of users on Facebook it does not mean that people will notice your brand if you constantly advertise it on the site.

For users, Facebook is a medium through which they can communicate with their friends/ contacts and receive updates on the latest news and events. Commercial broadcasting of any kind will not be appreciated by the users and so one has to be very subtle in their intentions. Here are a few ways you can develop your brand on Facebook:

Create an Attractive as well as Interactive Page:

When you create a page on Facebook, ensure it is presentable to the user. Make optimum use of tools like Wall posts, Photos etc. When your page is open to users, it should be appealing. Pages with lack of or no content prove to be disadvantageous. Add photos of your organization, in the Info blurb, describe your company in a brief but powerful way. Only showcase that information on your page that could prove to be instrumental in building up your brand.

Another important aspect one should remember is that the page should be interactive. The content on your page should have quality and sound conversational instead commercial. Keep interaction to the hilt on your page so that the communication is two-sided. Polls, debates, opinions etc. will keep the traffic on your page flowing.

Use Advertising, but don't overdo it:

Yes, Facebook has 750 million users, but very few walk the extra mile to check the ads which are placed at the corner of your home page. Keep your ad target specific instead of being vague. Keep a like tab on your ad so that you can track response as well as gather a larger fan base for your ads.

Spread the Word...Online and Offline:

Synchronizing all your marketing efforts is essential. You can do this by mentioning about your Facebook page on your corporate website and promotional material. Not only will this help improve traffic for your page, it will also provide you with another parallel platform to talk about your brand.

Vice versa, on your Facebook page, post the link of your website and other promotional material like Print ads, videos etc. The Facebook fan page for Sony is an excellent example of integrated marketing communication as they have provide users with information as well as entertainment on their page.

Get the PR advantage:

At times of crisis, Facebook can be your friend. In case you need to make an apology or get an opinion about any activity that you may plan to carry out, you can always put it up on Facebook. In this way, not only is your message conveyed but you can also get a constructive customer feedback. This creates a consumer perception that your brand cares and in the long run, this will help you achieve brand loyalty.

With a competitive market, every minute factor that proves beneficial for your brand should be utilized to its optimum. Marketeers should make sure that their brand building activities on Facebook should be taken seriously. If used properly, Facebook can work wonders for brand building.