Brand marketers seem to be jumping on the Facebook bandwagon left and right. They know engagement through social networking is important to understanding consumers, so they're trying to do it. However, creating a branded community locked within Facebook or any other broad-reaching social network is probably not the best long-term strategy for communicating with consumers.
Don't get me wrong, Facebook is not a bad marketing practice -- 300 million users is a big pond to fish in. Done properly and coupled with other social marketing tactics, it can enhance any big picture social media strategy. But let's be clear, Facebook is a tactic, not a strategy.
Here are a few reasons why:
User intent
On Facebook and similar sites, you never really know why someone is there, but for the most part, the intent of the user is to interact with friends around a variety of topics -- not, typically, to talk to brands. Unless it's being "introduced" by a friend, in order to engage with consumers, brands have to interject themselves and disrupt the conversation. That sounds like what a TV commercial does, and it's something consumers may ultimately resent. Or ignore.
That's not to say consumers don't want to talk to brands online. They do. According to the 2009 Cone Consumer New Media Study, 89 percent of new media users believe companies should be interacting with consumers via social media. And a recently released Razorfish Study said 40 percent of U.S. internet users had actually friended a brand on Facebook or MySpace. But posting updates to a fan page every few days lacks any built-in value for consumers and certainly does not qualify as an effective social media program.
There's also relevance
Most people would agree that it's a critical factor when they decide to put out a welcome mat for marketer messages. Finding relevance in the ocean that is Facebook can be tough -- in fact, lack of relevance is a choice on Facebook's survey of reasons why users might not like an ad they see on Facebook.
Affinity-based social networks, on the other hand, are built around a common interest. They bring together like-minded individuals who want to connect on a particular topic. That oozes relevance. And that's a perfect opportunity for brands.
For example, Meredith Corporation has begun creating affinity-based social networks as a way for brands to build strong relationships through social conversations. They took their expertise from Better Homes and Gardens magazine and BHG.com to create MixingBowl.com -- a social network for cooks. It's a place built entirely around recipes and people sharing them; sharing their ideas and passions for food. That's certainly a relevant place for food brands to engage and add value to the conversation.
Additionally, Gannett has created a national network of 80 local communities, all specifically tailored for moms. Through MomsLikeMe.com, moms can connect, form groups, plan events, and share advice, while marketers have new opportunities to enter the conversation, create relationships, and gain valuable insights into what moms want and need.
As these examples illustrate, a successful social strategy needs to be tailored to your specific brand. So, before creating or implementing any strategy, you should ask yourself how these questions align with your social program.
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