What does Facebook offer businesses as a marketing and customer service venue?
What is Facebook?
Facebook is the leading social media site, and it boasts more than 1.15 billion active users. More than 2.5 billion pieces of content are shared on Facebook every single day, and it is the number one place where people connect with friends and family and follow companies, causes and public figures of interest.
As a marketing venue, Facebook’s value lies in its popularity. Simply put, this is where people are. If you want to reach an active Internet user, there’s a pretty good chance you can find him or her on Facebook. For many small to medium-sized businesses with a B-to-C model, Facebook is ground zero for customer outreach, customer service and general marketing/advertising.
Who is the audience?
Because this platform is based on mostly personal social interactions, it is an ideal place to reach consumers and end users. The site appeals to a variety of age groups: 34 percent of Facebook users are between the ages of 18 and 34, while 45 percent of Internet users older than 65 are also on the site. All age ranges greater than age 25 showed increased usage of Facebook in the past three years.
The younger age group (12-24) has not shown the same increase in usage, partially because Facebook user penetration in this segment is already so high—more than 92 percent of 18-24 year olds maintain Facebook accounts, while nearly 96 percent of 12-17 year olds are on Facebook. There have been some widely misinterpreted statistics about declining Facebook use in these younger audiences, but it’s more accurate to say that younger users are no longer exclusively on Facebook. They may now favor other media, such as Snapchat and Instagram, but Facebook is still part of the mix. So if your business markets to teens and college-age young adults, don’t give up on the venerable, old Facebook just yet!
Why do I need it?
Businesses need to be on Facebook because people are on Facebook. It is by far the most widely used social media platform. Especially if your audience is consumer-based, a Facebook presence is key. Facebook also offers a wide array of marketing and advertising options, from display ads to “boosted” posts that show up in people’s news feed. And their analytics are constantly improving, giving you a better sense of how your marketing dollars are performing.
What to post?
Businesses should work on creating content for Facebook that capitalizes on the site’s social nature. Straight sales pitches won’t fly, but content that encourages interaction or ties in with a social message helps drive engagement. Posts with pictures have dramatically higher engagement rates than simple text posts. Same with video and links to relevant sites. Think interactive. Think a full-featured social media experience. Think social.
Contributed by SMO Pros Contributing Editor Amy J.V. Atwell. Amy is a Denver-based freelance writer and editor. She works with businesses to grow their brands through high-quality copy and content. www.heirloomcommunications.com.
