Review on Facebook and Social Media – The Next Marketing Opportunity



Marketing as an activity is all about reaching the right customers

with the right products,  and the result sought is delighted customers who are more than willing to open their purses wide enough to boost your revenues.For many years,


marketers stalked their target customers

through various means and by trying to get their message across to spread awareness about their wares. Traditional Means of Communication Traditionally,


marketing communications were conducted

via print broadcast and such traditional media through disruptive advertising, where advertisements appear in between the content of interest for  the customer.


Traditional media does give a large

reach to a marketer with its programming of mass appeal. However, the wastage is equally high,

since a large portion of the audience

would belong to a different segment than the one that is to be targeted by the marketer.


Enter Social Media and the Internet

The revolution stirred by the internet as a medium took place because of the fact that it is highly personalized and provides more content on-demand  than any other available medium.

Social sites proliferated far and wide in their usage for a few simple reasons:


The power to create and distribute content is equally available to every user,

irrespective of him/her being a customer or a marketer. In the earlier forms of media, that power rested with the editorial staff of the channel or the  advertiser, but hardly ever with the user.





The medium is completely personalized,

and a user can create or join groups and further create content based on what he/she likes.   Opinions are free and fair. This is one reason why social media is of utmost concern to marketers,


since buying decisions are no more influenced

as much by advertisements. The traditional word-of-mouth marketing approach has grown leaps and bounds on social networks. Facebook – At the Center of Social Media


With 500 million (and growing)

unique users worldwide, Facebook is the number one social networking site in terms of activity and subscriptions.

What started as a garage initiative

by Mark Zuckerberg has now become the biggest phenomenon on the internet.


A user interface that allows for quick communication

and the ability to create fan pages  and groups at the click of a mouse button are what make Facebook extremely popular. Another important reason for its immense

popularity is the wide variety of social applications that have been developed and made available within the Facebook environment.


These applications can allow users and friends

to do joint activities like playing games that run endlessly, sharing photos, videos, and web links,and many more.


Laura Geller



How does this help a marketer?

Traditionally, media plans were drawn to include television channels, publications,or any other media that can grab maximum eyeballs and effectively reach a selected target audience.


The science of segmentation and targeting has become only more accurate in the case of social media.


Facebook provides a wide variety of avenues

to communicate with the audience, which opens up an entirely different world of possibilities to have a fruitful dialogue with customers. Some of these methods used popularly by marketers are:




The first opportunity, which is the most obvious one, is advertising on Facebook. The difference, however, is the fact that you can create your own advertisement in a matter of minutes and


also specify the details of your target group

in terms of demographics and types of discussions where you want your advertisement to appear. Fan Pages: Facebook allows every brand, as well as individual users,to create fan


pages for their favorite celebrities and their own homegrown businesses.

Large brands have also created their official pages on Facebook that have a huge, immediate fan following around the world.


The fan page has immense utility

to convey first hand information about the brand and also to collect immediate and frank feedback from  your customers.




Branded applications:

One of the most effective ways to engage a user toward your brand is by creating an application; this could be a game or a contest, with your branding coming across subtly through it.


What makes Facebook even more exciting

is the way it allows you to target your communication sharply just to the customer segment you want to attract.

It also provides analytics

and page insights that give good feedback and measurement on the activity done.


The options provided by Facebook can be creatively explored and used judiciously for bringing about maximum benefits to any brand.


However, while doing all this,

you need to be aware of the fact that customers have an equal say and have the ability to respond immediately to any of your actions  with a thumbs up or a thumbs down.




Availing the service of a social media

consultant  to work out a social media strategy may be required so that your efforts will   not be in vain.



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