It's hard to ignore the appealing qualities of social media. Consumers spend a bulk of their days interacting with friends, family and brands online through platforms like Facebook, Twitter and, more recently, Pinterest. However, finding successful methods of interacting with the millions of people engaging on these sites is more difficult than it may seem, especially when the goal is to drive these people into making purchases. Whether attempting to improve B2B marketing efforts or improve brand recognition, using Facebook to promote a company is essential today.
There has been a lot of conflicting press about the influence Facebook advertising actually has, and professionals may be convinced their resources would be more beneficial elsewhere. But Facebook can be a lucrative platform to use, as long as it is optimized to the best of its ability.
Last year, Facebook unveiled its Open Graph feature. This update markets any action expressed on the site – think Spotify, when a user listens to a song, the app tells all of the person's friends about the action. This type of promotion is seamless – it simply tells what a Facebook member has done and it may encourage a friend to approve of the post and "like" it or even to actually listen to the song as a result. Other brands can use apps in a similar manner, and capitalize on Facebook's newsfeed to promote products through third-party engagement. In some cases, having an average consumer promote a company may work more effectively than a brand posting an advertisement itself.