Businesses and brands should love Facebook. Why? Because Facebook enables companies to talk to the people who are actually interested in what they have to say.
The old school of advertising was this: Blast out a message to an audience defined by geography and media consumption habits and pray you reach the right people at the right time and enough times, enough times that they consider a purchase in your category.
But with Facebook, it’s not simply age, geography and media consumption habits that define an audience; it is interests that define an audience.
On Facebook, when members complete their profile info, they enter their likes and interests such as:
• TV Shows
And, members add brands to their profile, too, when they “Like” Facebook ads that appear on their page or through updates shared by their friends,
So, for brands, on Facebook it’s as easy as pie to find the people who would be most interested in your message and reach them through Facebook Ads. And even for smaller businesses, with Facebook Ads, the playing field can be leveled.
• If you sell pizza, you can reach people who “Like” Dominos Pizza and Pizza Hut.
• If you sell children’s clothes, you can reach people who “Like” The Children’s Place, Pottery Barn Kids, and Toys R Us.
• If you sell beauty products, you can reach people who “Like” Sephora and Avon.
Your brand becomes part of the community of people who want to see your messages.
What’s even better, you can quickly and inexpensively learn by trial and error what your fans respond to by testing different kinds of updates and keeping detailed records of how many “Likes” and how many comments (and what kinds of comments) your posts receive. And, Facebook is providing more and more robust tracking information to help you analyze the engagement.
So, what do you do with that info? Stay tuned!
Related: Simply Put: Why People Love Facebook