You’ve set up a Facebook page for your organization, and the fan base is slowly but steadily rising. You may be monitoring and contributing to conversations. But you might be saying to yourself, “This Facebook stuff sure is interesting, but what comes next?” How do you go to the next level—really putting Facebook to work to drive more meaningful eyeballs, registrations and transactions?
There are some special Facebook features that organizations are adopting that enable those goals. According to Monte Lutz, group head for Edelman’s Los Angeles digital team, not only can large companies benefit from these tools, but smaller companies, looking to find a niche in local markets, can attract very targeted audiences. “Facebook is approaching 500 million users worldwide, but, to most companies, it’s not about the millions, it’s those 500 people they really need to reach,” says Lutz.
The sometimes overlooked features range from seamless linkage to a Web site, to tabs and buttons that provide new levels of interactivity and sharing, says Lutz. Here are some of those tools, along with examples of how organizations are using them.
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| The Facebook “tab” feature allows fans to view products just as they would on the company Web site—with the added ability to share opinions. |
LINK UP
Facebook Connect allows Facebook members to log onto third-party Web sites, applications, mobile devices and gaming systems with their Facebook identity. While logged in, users can connect with friends via these mediums and post information and updates to their Facebook profile. “The great thing about Connect is you don’t have to create another Facebook profile, and it makes it easier to share content from a site to friends on Facebook,” says Lutz.
Media sites are taking advantage of the Connect feature. On CNN.com, for example, by using the “Like” button (a by-product of Connect), someone reading a story can “like” it and share that content with friends on Facebook. In turn, on the right-hand side of the CNN site, you can see what articles your friends have liked.
“With Connect, Facebook proves it isn’t just a walled garden,” he says. “The social element extends beyond the site itself, and sharing content and opinions can have a similar benefit to other sites.”
Lutz adds that Google is trying the same strategy with its Social Search feature. “When you search for something, it just won’t pull up the general search results, but it will display those of your friends too,” he says.
TAB IT
Another promising development, says Lutz, is the use of “tabs” at the top of the Facebook page. Organizations are treating pages within the tabs as Web sites in and of themselves—for that matter, some brands are even using Facebook as their home page.
But, back to tabs. One organization that’s using the tabs feature to its fullest is electronics company HARMAN. Its “Products” tab connects users to a “catalog” containing many of its offerings (see the screen grab on this page). With a couple of clicks, products can be purchased. Used on three of the company’s branded sites (Harman Kardon, AKG and JBL) the tab feature is driving sales, says Chris Dragon, marketing director of HARMAN. “The logic is that people who become your fans are fans of your products, so why not make it convenient to learn more about the gear in a social setting.” Dragon says that as more buying decisions are being made around reviews than advertising, being able to connect fans who can share product information ads value.
Ben & Jerry’s is another company that’s tabbing—not to drive sales, but to drive more interest in the brand and awareness about causes, says Sean Greenwood, public relations director at Ben & Jerry’s. “Our ‘Do the World a Flavor’ contest could be entered right through the tab, which made it more convenient because people could enter without leaving Facebook,” says Greenwood.
Another powerful tool used at Ben & Jerry’s Facebook site, which now has about 1.2 million fans, is the targeted status update. The ability to categorize fans and send status updates via those lists is invaluable, says Katie O’Brien, global digital marketing manager at Ben & Jerry’s. “Because we have so many followers, it saves us a lot of time, and we’re not bugging people who we don’t need to reach,” says O’Brien.
THE @MENTION
According to Lutz, Facebook has been playing catch-up with other social media platforms, particularly Twitter, in terms of ease of conversation. Facebook’s @mention is like a retweet, and it deserves your attention, says Lutz. The feature works like this: If you’re sending a status update, you can put a friend’s name (or a brand name) in back of the @ sign in your message. That message not only goes to their page, but your friends can click on the @mention and be sent to that page as well. “Opposition groups use this feature because you can @mention a cause or brand you don’t like and it will show up on their site,” he says.
GOING PLACES
A feature still in the works but close to launch is Facebook Places, a location-based tool. Details are sketchy, says Lutz, but say you go into the McDonald’s page and you want to know where a local outlet is. You’ll no longer have to type in your ZIP code—McDonald’s will know where you are. A little scary, yes, but a promising targeting tool nonetheless.
THINK THUMBNAIL
Organizations are also doing more with established Facebook features such as the thumbnail —the space on the upper left of a Facebook page, which usually houses an organization’s logo. Since it’s the area that gets viewed the most, Lutz says to think like Dunkin’ Donuts. Its thumbnail features a photo of a different “Fan of the Week.” It’s a great way to engage customers, says Lutz.
In thinking about these tools and tips, Lutz has one overarching piece of advice: “There are many different platforms out there, but it’s one big social space,” he says. “Think about what the crossovers are. How can you get one platform to tie into another?” PRN
CONTACT:
Monte Lutz, [email protected]; Chris Dragon, [email protected]; Sean Greenwood, [email protected]; Katie O’Brien, katie.o’[email protected].
Thank you for great ideas!