We are relaunching this blog. The unfortunate happened with our hosting server, disrupted our postings, in fact lost posts. Well what can I say ? It is said good service goes a long way, the reverse is just as true. Moving along, I like to start this first post on the subject that has been keeping me busy lately, and thats marketing on Facebook.

Facebook To Target Audience

For the marketer, Facebook presents a powerful platform with tools that when leveraged correctly send your brand within the spheres of influence of your target audience, mostly through viral channels. The key to successful Facebook campaign is in getting the strategy right. The steps in an overview - (1) Assess your business objectives, (2) Assess your audience, (3) Design the Strategy & Tactic, (5) Test - Measure, Test - Measure. Let me touch briefly on these.

ASSESSMENT OF BUSINESS GOALS

Agencies sometimes make the mistake of creating expensive ad online/offline, microsite and even Facebook apps without in depth consideration of alignment to overall organization objectives. Define those goals, whether it is to increase site traffic or simply exist to build brand awareness. With objectives clearly written out, you can then work on appropriate benchmarks. Understanding these goals will do you well in putting in place the right strategy.

AUDIENCE ASSESSMENT

Here we start the process with assessing your target audience. Often the questions are “Are they already on Facebook ?”, “How can they participate in your corporate brand ? And why would they care?”, “What are the motivations and value ?” - Get a discount code maybe. The list of questions builds up to help you understand the nature of this group of people, their motivations, so as to lead us further along this process on pinpointing the “what” strategy, the tactics to engage them, and to what end - your business goals.

DEVELOPMENT OF FACEBOOK STARTEGY & TACTICS

With inputs coming from the after assessment stage with audience and business objectives, you are ready to design the strategy and corresponding tactics.

With each tactic, you want to look at a suitable measurement metric. Here we drill down to each tactic and its corresponding measure. E.g. the growth of the community within facebook, carry on actions in corporate owned website. Some of these measurements can be derived using analytics software (e.g. Google Analytics), and within Facebook platform there are analytics for Facebook Page and Social Ads although limiting.