Facebook's new functions (and how to leverage them)

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More than a fan aggregator

With its recent F8 announcements, Facebook has again one-upped the world as we thought we knew it. Brand marketers need to start looking at Facebook as a much deeper and broader solution than one that purely amasses a fan base. As Facebook rolls out new functionality, brands have the opportunity to act immediately in a variety of ways. In addition, it's important for brand managers to re-imagine their brands by leveraging social enhancements.

Brands need to be able to take immediate advantage of features such as the "like" functionality, but they also need to be visionary in how they can build their brands for the future and become truly social. While I encourage brands to take part in these new advancements, we also need to make sure that we keep an eye on the Facebook future and build with this future in mind.

So, in the quest to make your brand truly social, uproot your assets and think of new ways to infuse them through Facebook integration and by adding key social layers to the brand experience. Look toward the future and start evaluating the role that Facebook can play at retail, on the ground, and across every channel your brand touches. Not all opportunities will be a fit, but one thing is for sure: If you only look at Facebook as a place to have a fan page, you are missing the greater offering and will likely be sitting on the sidelines when the future arrives.

Let's take a look at some of Facebook's new and evolving functionalities, as well as what they mean for your marketing efforts. 



seyi akinde
seyi akinde May 28, 2010 at 5:04 PM

their is more mileage for brand when you chose to advertise using facebook, in Nigeria we are leading in the four front to educate brands on the value they will get ,while leveraging facebook.

in Nigerian consumer behavior are changing to advertising , the consumer are getting more sophisticated and want a better platform to engage them this make facebook a solution to the problem .

we are encouraging brand in Nigeria
Seyi Akinde
TSS Marketing Company Ltd

Doug Akin
Doug Akin May 18, 2010 at 3:12 PM

Lonny - interesting point, people are inclined to be more trigger happy with a keyboard than they would be in real life with regard to promoting something. If you look at sites like its all about liking a ton of items across a range of categories. Ultimately, I think we could start to see people get "Like Happy" and carelessly start liking everything they have a mild interest in just bcs the button is there.

What becomes of the data and patterns will be determined. For now privacy seems to be the surging topic and potential data abuse. The likelihood is that people will approach the 'like' functionality with caution due to all the privacy madness.

Doug Akin
Doug Akin May 18, 2010 at 3:08 PM

Peter: well worth exploring. i definetly see the need for more brand marketers to embrace a 'Reviews' tab on their FB Pages, and encourage user reviews. This could even extend to a Dr. who encourages his patients to post reviews on his page. With regard to Yelp, Citysearch and the likes being crushed by FB reviews, i think it would take considerable time.

Yelp has a strong and pretty loyal user base, + they have their coveted Super Reviewers. Similar to an eBay power seller. It will be tough for those core reviewers to jump ship to FB anytime soon.

Right now, Facebook seems to be going a similar path with their Community Pages, but any strong review functionality is still early stage. In the near term the power of the like button is being integrated into Yelp and its much more of a casual click vs writing a full review.

Peter Anthony Gales
Peter Anthony Gales May 18, 2010 at 10:40 AM

Important considerations for all brand marketers and web entrepreneurs. The scope and scale of the power FB is accumulating makes Google seem small by comparison.

Am curious to know how you see the future of review sites like Yelp, TripAdvisor and Zagat reviews?

Specifically, do you see FB replacing them? Seems with the ability for users to "like" any page on the web, they will also have the ability to accumulate, sort and filter that information in ways that could make current review sites irrelevant?

What would they need to do to stay relevant and add value?

Lonny Dunn
Lonny Dunn May 17, 2010 at 6:18 PM

I like this piece. Social Networking and Social Media are about consensus in concentric circles and the areas where those circles overlap is your middle ground, your keywords, your concepts and ideas which reach across arcania of ideas to find the audience. When Facebook Introduced the like feature, it realized it would be spinning this off into the ether across a blogger or article writers piece or onto our desktop thru multiple channels.

But is FB really finding patterns, rythyms, and sociological data about real people? Or the online identity they have created for themselves? Is some aspect of our lives moving over into the realm of fantasy along with the "like" button? Do we even really like what we just read? or are we just blasting out code because we can, and we like it?

I tweet at

Richard Bramwell
Richard Bramwell May 17, 2010 at 2:05 PM

The moment you referred readers to The Huffington Post, my eyes glazed over, my concentration was lost, and my belief in marketer's reliance on Capitalism, diminished. THP is radically Left... which means they oppose every element of any purposeful marketer's intent... the opportunity for their client to profit.

THP hates those clients, yet you think they offer a lesson in marketing. Well, so did Leni Riefenstahl, for Hitler.

Your actions (because of your ideas of what is right) only achieve the destruction of all upon which you rely, long term. Both you & your clients need to make your smartest choices WITHOUT a bureaucrat deciding those choices for you. As soon as the bureaucrat makes your decisions, you will see that he DOES NOT HAVE YOUR BEST INTERESTS IN MIND.

Stop drinking the Obama Kool-Aid. Get a conscience. Market for individual success, not for the collectivist cries of Leftists.

Facebook has collectivist elements, because that is how its members work. Lead them to thinking for themselves, or join with Josef Goebbels. That is how sickening your article is, to those who care about individual peoples' lives.

In other words, "get a moral compass".

Liz Zedo
Liz Zedo May 17, 2010 at 11:19 AM

Great recommedations Doug! I would add that brands should take advantage of the Facebook self service platform, which allows advertisers to buy ads directly from the site, and use this to cross-promote relevant messages about their campaigns in real time. Doing so could increase engagement on fb by followers.

Elizabeth Kulin
Marketing Manager
ZEDO, Inc. Advertising Technology Partner for Publishers