How to Build a Great Company Facebook Page
“Does your company have a Facebook page?”
It’s a question that most firms, large and small, encounter today. While the question highlights how powerful Facebook has become as an online marketing strategy, it also signals a herd mentality: you must have it if your competitors do.
In order to be truly successful in building a live and engaging community on the web, you need to have both a positioning strategy and an execution plan in place. To formulate a strategy for your online community, you need to answer a few critical questions before you begin.
Why should I create a community?
A community can serve multiple purposes and can be very powerful provided you have a clear objective. Some of the objectives for you to consider include:
* Brand building and promotion. Coke’s community on Facebook has more than 5.7 million members
* Customer feedback. Starbucks’ community has more than 7.5 million members and the community decides the flavor of the brand’s next coffee.
* Lead generation and online sales. Gunpowder restaurant in New Delhi does much of its table booking through its Facebook fan page
* Online reputation management. Dell’s Facebook page for small and medium-sized businesses is a great tool for the company to continuously strengthen its reputation as a brand that is committed to customer service.
Ching’s Secret, a packaged food company uses its Facebook page to target the young, tech-savvy consumer.
A packaged food brand, Ching’s Secret, is one of the few Indian consumer brands to cross 100,000 fans on Facebook. It considers the community to be the most effective customer relationship management tool. Its seriousness about leveraging value from its online community is obvious from the fact that its upcoming product packaging will have links to its Facebook and Twitter accounts.
Having clarity around the business objective for launching a community doesn’t mean that you become rigid about it. You should be open to changing your objectives as you witness what works and what doesn’t in the community-building process. Also, your business objectives will define the metrics by which you measure and optimize the success of your community.
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