By: DARREN Rosenbalm
Facebook attracts virtually every type of business as they recognize the power of its tremendous audience. However, a social media presence in its own right means little except that a company understands the popularity of social networking. Whether that company has the time and the desire to make a success out of a social presence remains unclear, at least until several myths about Facebook marketing are addressed.
Advertise for free on Facebook
Every business enjoys free advertising, fueling some to rush into Facebook to create their social presence. Free advertising on Facebook is a myth. It requires many hours of work as well as a large marketing budget for advertising and free giveaways. Advertising on Facebook may work, but it is neither free nor easy.
One social media publication surveyed businesses and found that the average social media campaign costs more than $200,000. Although many smaller companies will find that their efforts cost less than that, they will also confirm that successful social campaigns cost a lot of money.
Every business should be on Facebook
Many companies get on Facebook because they believe the myth that says that every businesses should be there. Because virtually every target audience regularly uses Facebook, most businesses will want a page set up there to provide information and a website link. However, businesses that are not relevant to daily life may consider whether a substantial social investment beyond that is worthwhile.
Parking lots and funeral homes are two examples of businesses that may not profit from social marketing. People may experience difficulty when challenged to explain why checking into a parking lot or following a funeral home on Facebook makes sense.
When social marketing is relevant to a company, Facebook may still not be right for them. For example, some lawyers may find a different platform like LinkedIn provides a better environment. Also, a commitment to spending the time and labor to properly execute a campaign must be made to improve chances for success.
Likes and follows will come
Don't believe the myth that says that customers will flock to social media to "like" or "friend" them. They will not respond to "Like us!" campaigns or make a deliberate effort to follow a business unless a reward awaits them. That's why "friend" goals and like requirements often fail.
Building followers and friends requires innovative programs that are not free. Businesses should use contests, quizzes, donations to charity and other entertaining and interesting activities to give their customers a reason to visit them on Facebook and then stay their long enough to talk about their experience or to find more useful products and services that they can buy.
Finally, to earn friends and likes, businesses must have a social presence and reputation that give customers pride. Because likes and friends are visible online, customers will not associate their name with a company associated with shoddy products and services. Gaining a social following requires a track record of stellar service, positive market sentiment and a professional and beneficial presence on Facebook.
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