This is a great question, what makes for effective use of Facebook? I think another question has to accompany this or several. What is the goal of your Facebook page? Is your Facebook page part of a marketing scheme for a business, a nonprofit, an organization or maybe even a government program or department. For the latter if the page is even functional it will pass for success, Just Kidding. In most cases it’s all about that bottom line when it comes to a business but how do you determine that your business is coming from your Facebook page? One solution to this is a tool know as Analytics. It comes in many forms and may not be a bad idea to employ a couple of versions of it, Facebook has one as well as Webtrends and Google. This is just one way to be effective with a Facebook page, we can’t forget all the other things we have talked about in this blog’s earlier posts.
Refer back to my post: What makes for effective social media marketing. Whatever your business or organization is, following these steps will help in the building of your page. Research will probably be the biggest hurdle to jump but you can cheat a bit if your going into something that has already been done before. No need to reinvent the wheel, right? I’m not saying copy them but look at what maybe they are doing wrong even and then don’t do that. You can take all sorts of little teed-bits from your competition, if your like me and not very creative you might need this outside inspiration. You don’t even have to get your inspiration from your competition you can get it from a company who has a stellar Social Media group. Look at who is doing and well and follow their model and don’t cut corners.
One page in particular I like is the Daily Show’s page. For many of us out there starting a page for business Daily Show probably isn’t the best example of what we are doing but its essence is. At least twice a week, if not more, Jon Stewart will conduct an interview that goes longer than the broadcast time. When this happens they put the unseen footage up on the web, one of the places you can find this footage is on the Daily Show’s page. This is not the only place you can find this video content but this is one point I want to make here, don’t put all your eggs in one basket. Nevertheless, this is a great strategy to continue the cycle of WINNING!! Say you missed the show or are somewhere you don’t have access to cable if you have internet or even just your phone you can still check out what you missed. This continues that cycle of dependency, attraction or whatever you want to call it to that product. Had to put in the Charlie Sheen reference it’s too funny not to.
Another Facebook page I really like is Angry Birds! Honestly, do I really need to say anything more about this one. Over 21 million people like this page but I guess this one is more about the product itself than anything else. However, this page is a good example of place where they have taken a great game and added extra content that’s fun and may inspire other people who may not have heard of Angry Birds to get an idea of what it’s all about. Plus, the recent partnering with Star Wars to make a Star Wars based Angry Birds game is huge!! If you accomplish part of what Angry Birds has you’ll be in good shape.
The last page I found was Boycott BP. This was actually a page I liked back when that huge oil spill started in the Gulf of Mexico. I haven’t looked at it much since then but in light of the recent assignment I popped over to have a look. The cause they are going after is admirable and they have some informative links but recently they are being a bit repetitive with this whole big bird thing and Mitt Romney. Don’t get me wrong some of it is funny and the comparison of subsidies to PBS and big oil is an important thing to point out but too much of something may kill the point you are trying to make.
Now the big question becomes which of these three pages has the most effective page? By the numbers Angry Birds win first by a landslide with 21 million people liking, Daily Show in second with 3.5 million and Boycott BP in third with .77 million. By the most effective, in my opinion, I would say in third place I would put Boycott BP. Their repetitive Big Bird just didn’t work for me. In second place comes Angry Birds. Angry Birds is more about a great product than anything else, even if they didn’t have a Facebook page they would still be just fine. Clearly first place goes to the Daily Show. Pointing back to the cyclical environment created by their Facebook page and other media outlets the Daily Show knows how to keep the train rolling.
Facebook vs. Google+
On June 28th of 2011 Google launched its attempt to compete with Facebook. Quite simply it has failed horribly. The initial buzz and account creation was incredible. Estimates had put the social media platform at 400 million accounts by end of 2012. Facebook stands with over 800 million users currently. The most interesting piece of information came from an independent report by Todd Wasserman from Mashable who reported Google+ users are only spending 3.3 minutes a month on Google+ which compared to Facebook users currently spending 7.5 hours using Facebook monthly. This is the most important stat for a company to look at when choosing which social media platforms to use. I wouldn’t touch Google with 100 ft pole. Google stick to what your good at, wait what are you good at, I don’t know search engines I guess? If the average user is on Facebook 7.5 hours vs Google+ only 3.3 minutes the choice is clear as to where you want to place your resources.