Facebook for companies: what it entails and why

Facebook for companies: what it entails and why

They are all capable of marketing on social media: words like social customer care, social networking, social media management once seemed incomprehensible, but now they are within everyone's reach. And without exaggerating. Over the years, the presence of businesses on Facebook has consolidated, and if previously it was used solely for advertising, now we begin to dig deeper into its incredible potential.

There is who uses Facebook to make themselves known, those who want to make their brand known, those who prefer to approach new users and, consequently, increase the sales volume. All these categories have had to adapt and accept the change for survival in this daily Vietnam, a jungle of bombings where there is so much information that it is impossible to follow its logical thread. Anyone who wants to stay on Facebook, and related social networks, therefore, must learn that only the best survive and thrive.

Let's take for example the direct contact with users via messaging. Much more immediate than a call to the call centre, and the indisputable effect that the relationship between companies and customers has changed forever. Both are now part of a single network that interconnects them at all times, and puts them on the same communication level.

What does company-user interconnection mean?

Harness the benefits of social media it is a necessity for all those who need to increase their user base and, with a little work, aspiring customers. This means that Zuckerberg's idea has been maintained and, indeed, has evolved, to exploit the potential of the social network in the following ways:

  • Make yourself known within a popular platform, created by people for people;
  • Get great sales or branding benefits;
  • Leverage social media as your primary marketing tool. It can be done – these are choices that must be managed with extreme caution, weighing up the pros and cons;

In this article, therefore, we will try to explain the potential of Facebook in a short and concise way, so as to provide you with all the information you need to understand if it is a tool made to measure for your business or, simply, you should fall back on other shores.

Social care and social networks

Let's start from the concept of social care, that is the new form of customer assistance that has replaced, for several years, the now obsolete and hated call centers and their pestiferous tunes. Of course, if the largest companies still make extensive use of it, it is because of the large volume of business they find in their hands every day. However, it is true that a small or medium-sized company can easily replace its call center with a top-notch social care service. We are talking about a tool that allows you to get in touch with the customer faster and faster, so as to help them navigate the maze of websites with more knowledge of the facts. Many users need to be guided, and the "live chat" is a perfect tool to guide the user without disturbing him in his daily life, but simply using a chat.

Social care works well, but it works even better when associated with social networks. After all, who isn't subscribed to at least one of Facebook, Instagram, and Twitter? We are talking about social webs with millions of subscribers where anyone, without having to further release their data, can contact someone else - the perfect platform to give assistance without spending a fortune on their own tools. Not to mention that you can take advantage of the media to advertise yourself.

In other words, two birds with one stone: the social network allows you to get the benefits of a bare-bones assistance platform (without the heavy and onerous structure of the call center) and at the same time get in touch with customers through livechat or hashtags.

Where's the catch? Like everything, the downside is expected. The ease with which users can get in touch with a company also makes the possibility that, in the event of discontent, negative reviews will be released in the sight of everyone else. Negative experiences can lead to a reduction in contacts and conversions, which is why you need to work carefully on your social reputation. What is the use of social care if he is unable to answer a question, or forgets to do so?

All of this translates into negative ratings or negative comments under company posts. To prevent this from happening it is necessary to constantly monitor communication networks, feedback and support services. The use of social networks and specifically Facebook in the past was based exclusively on marketing strategies. Subsequently, as this reality evolved, it was understood how important it is to use this channel for create a connection between the company and users, making them feel as one, making customers perceive themselves as an integral part of the company itself. For this to happen, it is necessary to start with the definition of a fair and correct social care strategy.

The branding

Il Branding it is still today a term on which there is a lot of confusion as it is seen by many as the set of signs, slogans and other elements that allow a product to be identified on the market. "Making a brand", as it would be called in Italian if someone called it that, is much more than all of this. It contains a series of elements that go beyond the external factors, it is a mix that involves external, emotional and perceptive aspects because a brand is not only that distinctive element of a product: the brand is that element that gives life to the product and makes it attractive to users. Branding is not synonymous with static but it is dynamic, and carefully follows the behavior of consumers who in this environment are the cornerstone of sales. The buyer finds in the brand all the requisites necessary to make it desirable.

But the brand goes to represent the same company, its identity, its intentions, its vision, its mission and what in jargon is called brand identity. This is why a brand positioning strategy must consider several elements. First of all, resort to one clear communication, direct and explicit so as to avoid misunderstandings or ambiguities. Second, you have to give a confirms its credibility and this is where not hiding your mistakes comes into play. Thirdly, it is necessary to make the customer talk about his brand through an emotional involvement (also guaranteed through branding). Fourthly, one must be able to involve the user in purchasing his own product making him understand that this is the solution to his problem. Finally, focus on customer loyalty which is none other than the place where branding and marketing meet. In reference to these two terms, some tend (wrongly) to combine them as synonyms.

Facebook page

Before understanding how companies can best use Facebook, and convenient to highlight the differences between Facebook profile and Facebook page. The Facebook profile can be seen as a sort of virtual identity card, which contains the user's personal information.

A Facebook page is much more: it represents the virtual and dynamic section of the company and the brand. Inside there are several functions that allow you to monitor in real time targets, daily clicks, people reached with published posts and so on.

Here, once the Facebook page is open and completed in every single part, one of the first things to do is understand how to use the various tools available, which allow you to index your page by search engines and share your content with an unlimited number of users (for example through paid advertising). However, having a company Facebook page is not enough. Presence on Facebook does not automatically ensure an increase in sales and brand awareness.

As mentioned above it is first of all necessary Promote your company and brand. And how to do? Here are some tips to get you off to a good start:

  • Spam should always be avoided. In other words, throwing requests for “Likes” in bursts essentially tends to annoy anyone who receives insistent and unwelcome messages. Spam annoys the customer and puts him on the alert - that's why it is a practice to be considered obsolete and useless;
  • Do a thorough research of your target. Who is your buyer persona? Are you aware of exactly what your company sells and who it usually targets? What are the age groups, skills and genders that are usually interested in your product? This process may seem easy, but it requires thorough research that you'll want to leave in the hands of an experienced analyst.
  • Now that you know your target, you can take action marketing strategies suitable for your "slice of the public". Users are chosen based on their potential characteristics and must be attracted with specific marketing techniques. A good example is the quality content (copywriting). A good Facebook post, informative and concise, may seem easy in practice. In reality, the basis behind the creation of optimized content (also from a search engine SEO perspective) requires the intervention of specialized personnel such as that of an agency, capable of assisting you in a precise and, above all, constant manner. One post a month is not enough to capture the attention of your potential target. You have to catch it in your net. To do this, it takes time and patience.
  • Always referring to SPAM, we strongly advise against skipping steps 2-3 solving the problem with a substantial capital injection to an agency that sells page and post likes. The point of this practice is that, without going around it, it is illegal and fraudulent. In addition to being frowned upon by social media, the user expert enough to notice it will immediately lose faith in your authority.

We choose a clear, simple, honest project and let the likes grow based on our mistakes or our successes. Its part of the game!

Of course you can also take advantage of other ways to make your brand known, Such as Facebook Ads. For this and other reasons, when using Facebook for business you must:

  1. create a public page that reflects your company and at the same time allows you to achieve your goals;
  2. publish content that is relevant to the brand and at the same time engages users;
  3. pay attention to self-referentiality (do not talk only and exclusively about your own products but include shares of products from other companies similar to yours);
  4. start an advertising campaign (to increase the Views, target and purchases of your products);
  5. make moderation, interact with users and encourage relational exchange with them.

To all this is added a real and parallel promotion to what takes place within virtual reality such as Facebook.

The decision to use Facebook to promote one's business online derives solely from the time and constancy that one has decided to employ to establish direct contact with the customer. We have outlined a large number of advantages that can be drawn from good social media management policies, but what really matters is the ability to work every day to pursue the set goal. Setting achievable and concrete goals is the first step towards creating something important, taking advantage of a now saturated platform which, however, still has a lot to offer.