Facebook Marketing Tactics: The Best Practices in Representing Your Business on Facebook

Yesterday I attended an enlightening webinar hosted by one of the most creative digital marketing companies, Likeable Media. Dave Kerpen, CEO and founder of Likeable Media, shared his best tips on how to lead your brand's presence on Facebook.

In this webinar, they tackled the most common questions most businesses would have in regards to their brand on Facebook. I was quite impressed with their answers. Here are a couple of questions and answers from the discussion that I thought would be most helpful:

How do you handle a bad comment/post on your wall?

"Respond quickly to all bad comments!" said Kerpen. He went on to equate that not responding was similar to hanging up on a customer in front of thousands of people. He believes that commenting on those bad posts publicly, shows that you're listening and that you are willing to fix the problem instead of ignore it. "Simply respond with, 'I'm sorry you're having a problem, we sent you a private email to help fix the problem," said Kerpen. This way you're acknowledging the comment without having to defend yourself on an open forum. "The two most powerful words for businesses are, 'I'm sorry!' Sorry goes a long way and helps build confidence in your brand," explained Kerpen.


Should we only respond to the negative comments?

Absolutely not! "Thank you! is also another powerful group of words for a business on Facebook," said Kerpen. You want to give shout outs to those loyal customers and give the spot light to your brand ambassadors because without them, your brand would stop at them and would not be referred to their network of people. This will encourage more people to interact with the positive feedback, instead of only speaking out when they're unhappy.


How do non-profits engage their community more since they don't have a product or service they are trying to plug?

Engage your community by sharing their stories about the cause, as well as you as a business should share your own stories. This back and forth sharing will connect you all to the cause at hand and will bring you closer with a stronger relationship. "You must build the trust of your audience first and get those emotional connections before you ask for donations," suggests Kerpen.


If my business is more of a service agency, like a realtor, how do I market myself on Facebook?

First, think of your business through the eyes of the consumer. No one is dying to look for a realtor and that search isn't something you will want to invest in and become a fan or Like. You need to sculpt your business into the customer's needs, such as a Beautiful Homes in Arizona page. With this type of tactic, you'll be reaching the network of people who are interested at looking at homes and real estate. And that's a page that most people would rather Like, as opposed to a realtor's page.


To get more information about Facebook tactics for your business, check out Dave Kerpen's book, The Likeable Book.

Facebook Page vs. Website for Small Businesses

10 Reasons for Start-up or Small Businesses to Have a Facebook Page Instead of a Website.

If you're small business is just starting out and you're debating whether to invest in a website, I would hold off on that decision and try a Facebook page first.

Before you spend the money and time to get a site, why not try a free alternative. Here are the advantages with starting out with Facebook:

1. Free
2. Easy to use
3. No need to get someone to update and maintain your site.
4. Easier way to create your brand and a community of loyal customers.
5. Easy way to promote products and/or services.
6. Get instant feedback from your customer.
7. Easier for the customer to refer your business through Facebook than a website.
8. Instant and easy marketing campaigns through Facebook.
9. Can support and create new relationships with other businesses.
10. Tools and support all built in. Facebook has multiple pages catered to help businesses. (i.e. Facebook Marketing page, which offer webinars featuring some of the top digital marketing gurus in the world, Tabs that can allow you to have different sections on your page.)

Just remember when you enter the social media world, you have to realize that this realm is a give and take medium. This is the place where businesses have to listen to their customer. If you give up your power, it will only benefit you ihttp://www.blogger.com/img/blank.gifn the end. Join the collective and let your business succeed and create loyal customers for years to come.

For tips on how to best represent your business on social media, take a look at "Six Social Media Sins" by C. Edward Brice, Senior Vice-President, Worldwide Marketing Lumension.

Embrace Social Media Marketing, Don't Be Afraid

Everywhere you look, social media is being integrated in all sorts of businesses and their marketing campaigns. It can no longer be thought of as a trend, it is now a part of the daily grind for both the consumer and businesses.

For the consumer, this is the marketplace to receive trusted and unsolicited referrals to all sorts of information. Whether they’re reading about restaurants, babysitters, coupons, shopping, global news, or family updates, consumers are using their social media platforms as a means of staying informed.

Most businesses have caught on that this is a perfect place to reach their current and new customers and reach new demographics. A place where companies can create a dialogue and community that exists of a back and forth dialogue with people they're trying to market to. Marketing and advertising has turned into a "collective" process, where businesses are putting their pride aside and asking the people what they want and getting to know their customer. It breaks down the business/customer wall. This type of engagement and activity reaffirms and strengthens the consumer's loyalty to the company. It simply builds upon the brand and solidifies it.

There are many businesses that are still weary to drop their professional side. Through my consultant work, this is one of the most common statements I hear, "I don't want to ask my consumer questions because I don't want them to think I don't know what I'm doing." This question has no room in social media. Businesses are now in the conversational network that is very informal. Companies around the world, Windows, Intel, Comcast, just to name a few, have realized that with social media, telling consumers what they want will get you no where. Creating a dialogue between you and your customer, as well as asking for ideas, is not only beneficial in a company's community, it's a must.

Think of it this way, when you were in school, what were your favorite classes? Not the lectures or teachers that preached information to you, it was the discussions and interactive classrooms and teachers that really helped you learn and take pride in your education. This goes the same for social media marketing. It is a place for people to listen AND be heard and businesses need to understand that that's the way to get your brand built and followed. Give up control and hear what your customers are saying. It will only make you stronger!

If you build a great relationship with your community, the community will refer and promote your brand free of charge!

Marketers, Stay Out of My Inbox!

Yes, there was a time when email blasts worked and got the word out on new products or businesses. But now people are leaning towards referrals from Facebook, Twitter or from reviews instead of unsolicited email.

I'm not saying that we should completely abandoned email blasts, I think we need to take the "blast" out of its use and send them with a purpose. Monthly newsletters sent by email are acceptable and aren't as evasive than sending out spam.

In this era of online activity, receiving unwanted mail is just as discouraging than telemarketing calls. Consumers and potential clients will remember the businesses that invade their inbox and tell their friends and their audiences online not to endorse your brand.

Use email in conjunction with your marketing campaigns. Try not to rely solely on email blasts. With emails, you send out to your long list in hopes that one of them will click on your information but most of the time it gets rejected and thrown in the trash. The inbox has now become a filter and holds no clout with the user if it hasn't been referred or endorsed by a friend or a business they trust.

Bottom line, emails still have a place in marketing but only alongside social media campaigns and website promotions. Please join the movement to rid everyone's inbox of spam and unsolicited blasts.