Facebook on the Move

Facebook is on the Move

Online communications have come a long way from impersonal and un-customizable chat rooms, to the fully integrated Facebook. (i.e. fan pages, businesses pages, advertisements) Facebook started off as a platform to communicate with friends and now has transitioned into a vehicle for communication for businesses as well. Businesses such a Neiman Marcus and General Motors have bought into social media and included Facebook as part of their integrated marketing communications. Most recently, Facebook helped Pepsi reach 18-20 million people every month versus 3 million a year ago. (Rusli,2013) Hyundai saw a 28% increase in sales from its ad campaign on Facebook.

There are many ways that business can advertise via Facebook, they can advertise through their customizable business pages, as well as banner ads on the side bar and embed advertisements within the feeds. Using Facebook as an avenue to maximize consumer reach is advantageous; however, Bryan Nagy for Social Media Today states “the Facebook problem” is this: “brands have forgotten about integrated marketing communications.” Businesses have put much focus on Facebook, making it the core of their communications for potential mass reach that they have forgotten that Facebook is a single market channel and one part of the social media umbrella. (DM Confidential, 2013)

Bryan Nagy, further states that in addition to businesses making Facebook the core of their integrated marketing communications, “ there are other problems with how brands are using Facebook, – namely, the increasing noise, and additions to numbers and the lack of focus on crafting good marketing messages and creative.” (Social Media Today, 2013) Although this may be true, Facebook continues to be a powerhouse and a very effective tool for businesses.

BY: LeiLani Lemle-Macias

References:
DM Confidential (April, 2013). ‘The Facebook Problem”: Brands Have Forgotten About Integrated Marketing Communications. Retrieved by: http://www.dmconfidential.com/ the-facebook-problem-brands-have-forgotten-about-integrated-marketing-communications/

Nagy, B. (April, 2013). The Facebook Problem: Why We Need to Rethink Facebook Marketing. Socialmedia Today. Retrieved by: http://socialmediatoday.com/bryannagy/1340136/facebook-problem-rethink-facebook-marketing

Rusli, E. (April. 2013). Buy Signal: Facebook Widens Data targeting. The Wall Street Journal. Retrieved by: http://online.wsj.com/article/SB10001424127887324504704578412960951909032.html?KEYWORDS=pepsi

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4 Responses to Facebook on the Move

  1. Nikolos Gurney says:

    LeiLani,

    It has been interesting to watch the evolution of fBook over the years. I was a somewhat late adopter and have gone through phases of interaction with the platform, but I have never purchased anything from an advertisement on fBook. As an analyst it is interesting to see what demographics the fBook advertising platform works for and who it doesn’t. One of my clients, a b2c firm that focuses on mothers, has seen considerable success using fBook, but only when it comes out with new advertising features. For them the adverting features stagnate rather quickly. Another client that operates in the mobile phone b2c space has had a difficult time getting any ROI from fBook advertising, however feels at some level obligated to maintain a presence and use its features because of industry norms.

    • lemlemac says:

      Hi Nik,
      Thanks for your response and sharing. I think it is interesting that your mobile phone client feels obligated to to maintain a presence even though it is not beneficial. I wonder if they feel that they would miss out if they didn’t maintain a presence?

      LeiLani

  2. Ramona Chiapa says:

    Leilani,

    Facebook has been such a hot topic for the last several years and I think the insights in your post ring true. Businesses are using Facebook but are foregoing the needed integrated marketing. Sure there are the savvy business users but many don’t know how to appropriately engage or provide meaningful content. I think what is further detrimental is that due to this technology some businesses are foregoing a traditional website and utilizing Facebook as their web platform eliminating a large population segment who has not adopted the social media power house. I think it will be interesting to see how Facebook fares in the next few years. Will the become the next MySpace and slowly fade out of mainstream due to the inability to adapt to cutting edge competitors? Could be, time will tell.

    Ramona

    • lemlemac says:

      Hi Ramona,

      Thanks for the response. I am part of that population who has not adopted the social media bug. I think Facebook is a great vehicle for personal connections as well as advertisements for businesses, but personally it could be a little intrusive. As far as businesses go, it is great for trying to maximize reach but should not be the sole or core vehicle in marketing communications.

      LeiLani