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| Geoff McDonald |
Now that Facebook has become such a crowded space, brands need to work hard to outperform their competitors. Geoff McDonald, executive account director/co-founder of SplashLab Social, a social media group that works with agencies (and designed Talenti Gelato e Sorbetto’s robust tab system) provides four tips to do just that.
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Get Current: Every brand needs a professional, compelling Facebook page. Redesign yours for Timeline by making sure you have the essentials—dimension-fitting cover photos and updated “about” content, which is now displayed more prominently.
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Humanize Your Brand: To gain traction with the social crowd, brands need to demonstrate some personality to make them more approachable. Facebook users pick brands the same way they select friends: on integrity, friendliness, respectfulness, interesting interactions and trust.
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Collect Data: Facebook represents a treasure trove of data for brands, from existing customers to new prospects. Use strategies that trigger the “Allow” button (such as integrated contests and coupons) to easily gather e-mails, profile data, relationships, interests, locations and behaviors. Use analytics tools—from Google Analytics to Facebook Insights.
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Leverage the Data: Once collected, this data can be used for market research, lead generation, building relationships, conducting surveys, creating quality e-mail lists and communicating information and offers.
PR News subscribers can read about Talenti Gelato e Sorbetto's Facebook campaign with PR agency RF Binder that netted a 129% increase in Facebook followers in just three months in the case study: "Contests and Content Propel Talenti Gelato e Sorbetto’s Flavorful Facebook Page to Sweet Success."
Follow Bill Miltenberg: @bmiltenberg