June 29, 2011

Facebook: A worldwide obsession that continues to grow

With 500,000,000 active users at the beginning of 2011, a number that is increasing by the day, Facebook has quickly transformed from a networking site for college students to a worldwide obsession. According to onlineschools.org, 71 percent of the United States’ 206.2 million internet users have a Facebook account, and over half say they spend more time communicating online than in real life. Facebook has reached near addiction status for many people, and is now a crucial part of a brand’s digital strategy, particularly in the GenY arena.

Young people on Facebook

Although it seems like everyone and their grandma is on Facebook these days, young people still dominate the user base, by a large margin.  People under the age of 35 represent 70 percent of Facebook users, nearly half of all 18-34 year-olds check Facebook first thing when they wake up in the morning, and 48 percent of young people get their news from Facebook.  Facebook is a huge part of young peoples’ lives, and an essential part of a brand’s digital strategy as they connect with students and youth.

Data from the video: The World is Obsessed with Facebook by Alex Trimpe, and onlineschools.org.

Making the most of your Facebook fan page

Here are some tips for connecting with GenYers on your Facebook.

Know your audience

It is key to understand your fans’ interests and communicate with them in a way that they understand. Your fans will appreciate it and will feel more comfortable and connected with you as a result. Figure out what your customers want from you and show them how you can deliver it. This is especially crucial when marketing to students and youth. Since young people are still at the beginnings of their consumer life cycles, this gives you the opportunity to help them find their way, to meet their unique needs, and to build brand loyalty.

Interact

Engagement is essential to an effective Facebook fan page, which is why it is continuously emphasized by industry experts across Mashable and similar publichations. Once someone  “likes” you, it is important to keep them on board. Instead of bombarding your fans with tons of information, which can become downright annoying, get a conversation going. Get your fans to react to your brand as much as possible and build a relationship based on communication and meaningful interaction. Think of it like any other relationship. Would you want to be with someone who is constantly nagging you but never asks for your thoughts, or would you rather be with someone who takes an interest in you and wants to hear what you have to say? If you build a successful relationship with your fans, they are bound to stick around, and probably even let their friends know how great you are.

Listen

If your brand has a Facebook page your fans are bound to  post something about your company.  If your fans are talking, listen to them! Whether the comments are positive or negative, your most valuable audience is providing you with important (and free!) information via your Facebook page. Facebook is not just a way to interact with your customers; it can also be used as a marketing research tool to obtain valuable information about your brand’s strengths and weaknesses. As Ad Age’s Cris Perry points out in Are You Investing In Facebook Fans or Just Collecting Them?, listening and responding to your fans is a crucial part of your brand’s Facebook strategy.

Leverage connections

Getting people to talk about you on Facebook is a great way to increase brand awareness and build buzz. If you can get someone to share something about your brand with their friends, you could gain a new fan, and if you market to them effectivly, gain a loyal customer as a result.

Hold their interest

Social media trends are constantly changing and it is important for your Facebook page to keep up. Stay on the lookout for new ways to engage your customers via Facebook, keep an eye on how the competition is using their Facebook page, and be sure to update your page as technology changes or your company develops so you can maintain your fan relationships and be at the top of their minds as they surf the internet and shop for products. As Lauren Indvik of Mashable notes in HOW TO: Start Marketing on Facebook , fresh content is necessary to keep your brand relevant and maintain your fans’ interest.

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