5 Ways Retailers Can Increase ROI and Engagement on Facebook
Facebook advertising has been the cause of much controversy among the marketing community as of late. While the site brings in a daily ad income of $1 million, many advertisers have been calling the channel ineffective and have pulled their advertisements, like General Motors did in May. At the same time, Facebook still boasts global ubiquity, an unmatched user base and the opportunity for brands of all types to connect with their customers.
Where does this leave retailers? During its recent second-quarter earnings call, Facebook executives reminded us about the growing presence of "social" ads, providing insight into how brands can embrace the core qualities of the platform to better engage audiences.
Understanding that social media, no less Facebook, isn't going away anytime soon, let's look at five ways retailers can better engage users on Facebook:
1. Align with the purpose of Facebook. Consumers don't use Facebook to view ads; they use it to socialize and interact with their friends. Retailers need to adjust their advertising strategies accordingly, trying to engage users in a more organic, social way. For example, people like to share on Facebook. If you want to benefit from the scale of the network, give them something they have a vested interest in sharing. Promotions are a great way to get viral visibility. Ben & Jerry's recently launched a Facebook campaign that promoted its new Greek frozen yogurt by helping fans find "spooning partners" and providing coupons. The company's ad team then promoted the campaign through paid media on Facebook, encouraging users to participate and share with friends.
2. Look at Facebook through a user's perspective. When designing interactions on Facebook, the most important question to ask is, "Will my core audience find this interesting or of value?" If you're unsure as to the answer, reconsider your strategy. Take a user-first approach to engaging on Facebook that's genuine to your brand and fun for "fans." Above all, stay true to web 2.0 mantra: Be transparent and authentic to your core brand identity. P&G recently coupled its "Best Job" national advertising campaign that showed mother's supporting their children in athletic events with a Facebook page showing mothers supporting their sons and daughters during the Olympics. The campaign was successful because it resonated with so many people, bringing back adolescent memories for me, personally, and the Facebook page that showed interaction between mothers and Olympic athletes helped sustain user interaction throughout the games, directly mapping back to the core values of P&G's brand.