For a Cost-Effective Way to Use Facebook, Be Active, Be Human


Facebook provides an easy-to-use platform for a brand to directly engage with advocates and develop an active community of followers—especially if the brand happens to be a large company like PepsiCo, Starbucks or Intel.

But what about brands that don’t have the budget of Fortune 500 companies? A presence on Facebook is equally important for them. However, instead of throwing money at the social media site, these companies need to develop alternative strategies for building an engaged following.

For example, TerraCycle, a global collector of non-recyclable waste, has used contests, giveaways and cross-promotional opportunities—all cost-efficient alternatives—to develop an active audience of close to 30,000 fans. It even got a little creative by partnering up with a small social gaming start-up to build a Facebook game based on TerraCycle’s recycling model, says Albe Zakes, global vice president of media at TerraCycle.

TerraCycle also conducts market research and business development by surveying fans and followers on topics such as packaging redesigns and what material to collect, says Zakes.

With that in mind, Zakes points to three Facebook strategies for developing and maintaining an engaged audience:

  • Keep a fair percentage of posts non-promotional: Provide relevant, informative, funny or even heart-warming stories from your industry and beyond.
  • Remember that cross-promotional opportunities exist everywhere.

  • Be committed to responsiveness: "The faster you respond and interact with your community, the followers the more you stand to gain," says Zakes.


It also doesn’t hurt to use a human voice, says Sandy Won, director of strategic communications at the International Center for Research on Women. "Facebook is a much more personal presence for us. We wanted to personalize and humanize our work, but also use it as a channel to reach people who were talking about the things that we care about," says Won.

To humanize their content and page, the ICRW started asking its researchers out in the field to blog 200-300 words about their experiences. "Those experiences have turned into compelling content with personality," says Won.

Attend PR News’ Digital PR Summit on Feb. 16 in San Francisco to learn more about using Facebook, Twitter, LinkedIn and Google+ for your communications initiatives.




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Conference

 Social_Media_Conference_180x150_ep
At PR News’ Social Media Conference, taking place October 9 at New York City’s Grand Hyatt, you will receive instruction from experienced social media communicators and take away practical knowledge that you can put to work right away as soon as you return to the office.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.