Facebook: Not for “Marketing as Usual”

I’ll go ahead and toot my horn, and in the process republish a “Q&A” via Outside Consultant column in Twin Cities’ Star Tribune:

Q Give me three practical tips to grow my business using Facebook.

MARK GRIMM
PRESIDENT, MARK
GRIMM COMMUNICATIONS

A. I’ll respond by rephrasing the statement, addressing a more pressing strategic question: “Is Facebook a way I can actually grow my business?”

Only after this concern is addressed should the tactics of how to use Facebook for marketing be tackled.

Facebook, the reigning champ of social networks, has been described as a continuous “lifestream” of communications about users’ daily activities. The extent to which people choose to include brands and businesses as part of this lifestream varies, but one thing is for sure: Only companies that engage in real and honest conversation have the chance to earn their way into a Facebook user’s electronic “life.”

Viewing Facebook as yet another form of media through which one-way advertisements and promotions can be delivered to consumers will quickly result in being unfriended, dis-liked, or simply ignored.

Have a look at the Facebook Wall for Ernst & Young Careers. Instead of displaying TV-like commercials or blasting announcements no one cares about, it engages in conversations and posts interesting, relevant and useful content like testimonials from current employees or “a day in the life of” video documentaries.

This authentic and value-added approach to interaction has landed Ernst & Young more than 50,000 fans — and this is an accounting firm, mind you.

To follow this example, commit to doing three main things:

•Avoid the temptation to use Facebook as an advertising medium.

•Create compelling, comment-worthy content that is entertaining and helpful to potential or current customers.

•Engage in consistent and frank conversation with anyone who posts a comment or asks a question.

SCOTT RADER
ASSISTANT PROFESSOR
OF MARKETING
OPUS COLLEGE OF BUSINESS
UNIVERSITY OF ST. THOMAS