SOCIAL MEDIA STRATEGY: CREATING A LONG-TERM BRAND WITH A FACEBOOK PAGE

Creating world-class brands are like creating world-class friendships. A relationship between a brand and customer has to be worked on. If you have a friendship, but you talk about the same things over and over again, this friendship will end.  People will start going to cooler people.  In the case of customers, they will start going to cooler brands.

To renew a friendship, people have newer and newer experiences each day.  Same way with a brand. The place of conversation is the Facebook Page, or its equivalent.  The conversation is renewed through posts, blogs, vblogs, videos. Rihanna is bench mark in renewing a brand through a  Facebook Page.

SOCIAL MEDIA STRATEGY; HOW DO YOU CREATE A FACEBOOK PAGE

A page is the place where convesation that create band takes place. OKAY!!!!!! How do you create a page?

• OPEN PAGE. This is the equivalent to signing in for a personel account.  Opening the Page, explains who the company is, what it does.  Its the thing that gives a brand a presence in Facebook.
• CREATE A TAB: Once the Page is created, a welcoming tab must be next.  The purpose of the Page is to make customers comfortable. This is why a tab should be created that welcomes the customers and makes navigation around the page easy.
• CREATE CONTENT:  This is the reason why a brand creates a page---you want to converse with your customers and to create a relationship with them. An example would be if Pepsi developed a new drink. The page could offer a free coupon to try the drink and another one if they posted a comment.  This tells Pepsi if people like the soda.  This is how Pepsi creates a brand for the soda.
• TARGET YOUR AUDIENCE :  Facebook has tremendous scale. Facebook has analytics that tell Pepsi what is the target audience for this soda. The conversation was started through the free gift. The targeting allows Pepsi a more deeper conversation with customers.
• KEEP THE CONVERSATION ALIVE: Constant feedback with the target audience is critical. This is how the brand is created. To create a brand, constant "conversation" must be present.
• EXCITE AGAIN AND AGAIN:  Through the use of constant conversation, a marketer can constantly give away coupons, have contests, have the the engagment that is needed for constant coversation.  This is critical. New content---either from the brand or the customer---and, hopefully both, is constantly going on to page.  Remember, the Page is a CONVERSATION. This is why it exists. Conversations are ongoing. A conversation among people who talk about the same things is boring.  This kind of conversation will not lead to deep friendships in real life.  It won't lead to deep brands in business.
• UTILIZE FACEBOOK INSIGHTS:  The scale of Facebook (over 500 million users) allows a marketer to understand if his branding strategy is working.  Are people replying? What are thier comments? How are they reacting to your campaign? This information that is in real time allows a marketer to quickly adjust the "conversation" to create a brand that customers are comfortable with.
• PROMOTE YOUR PRESENCE: A brand's facebook page is the place where conversation takes place with your customers---so by all means, advertise it.  Let people know that its exists. Do this through your conventional advertising, your web page, your interactions with journalists and bloggers.

Here are some statistics that should tell a marketer that Facebook Page is a great thing to have conversations that create brand:

• More than 500 million active users
• at least 1/2 of these log on to Facebook each day
• The average user spends more than 55 minutes on Facebook each day
• There are more than 5 billion pieces of content (different touch points) are shared each week
• 20 million new people sign up each day
• pages have 5.3 billion fans
• More than 100 million active users currently accessing Facebook through thier mobile devices. This is a significant statistic. Ninety per cent of Americans are within 3 feet of thier phones 24 hours a day. People read more than 90% of thier text messages

THE FACEBOOK PAGE IS THE PLATFORM TO HAVE A CONVERSATION WITH YOUR FRIENDS THAT CREATE BRAND