Hi, I’m Coach Vonnegut, and I wanted to introduce you to a fantastic article from the creator of the
Hyper FB Trafﬁc System. I hope that you take a moment to read it, share it with others, and let the
excellent author know what you thought of it. Please Enjoy
Ofﬁcial Presence on Facebook – Opportunities and Pitfalls
The Internet, as a medium, has opened the doors to a wide range of communication
possibilities with customers. The interactive characteristic of the medium also makes it
possible for a customer to publish his response to a vast audience. Social networking
sites, particularly Facebook, which is getting increasingly popular around the world,
have given customers an equal opportunity to communicate as loudly as you about your
brand, in a public forum open to the whole world.
On the brighter side, there is a great opportunity to acquire direct and unadulterated
feedback from customers, without the need of expensive and time-consuming surveys
and research processes. Directly redressing customer queries on the medium itself can
help increase brand loyalty. However, as a brand owner, you need to realize the speed
and potential of the medium to do good as well as harm.
Facebook Opportunity for Your Brand
There are enough reasons for a brand to be on one of the most happening mediums. A
signiﬁcant amount of conversation that happens on Facebook, or for that matter on
other social platforms like Twitter, carries references to brands, with customer's attitude
toward these clearly seen through them.
The fact is that whether you are there on Facebook, it is very likely that someone or the
other from your customer base may be making a mention about you. Your brand
presence during such a situation is important to either thank the customer for any
accolades or gracefully respond and address any grievances posted by the customers
and win back their conﬁdence in your brand.
On a proactive note, sustained brand presence on Facebook also helps you create your
own band of customers, including those interested in you. This gives you one point
access to disburse any ﬁrsthand brand information in a single click, without spending a
Today, brands – both big and small – have a presence on Facebook. Some of them use
it with more innovation than the rest.
Brand Pitfalls on Facebook
Traditional marketers are used to broadcast, which is an extremely formal means of
communication, where customers voices are barely heard back. Coming from this
background, many a time, marketers ﬁnd it difﬁcult to adjust and converse in the
language demanded by social networking sites, which are much informal in nature.
There have been instances where brand owners trying to enforce rules and guidelines
of discussion on Facebook fan pages have faced the immediate wrath of users, which
had an adverse impact on the brand.
The lesson from this is very clear, the brand must try to avoid any pitfalls on Facebook;
marketers must know the responsiveness and energy levels of the users and be one
among them, rather than one above.
Word of Caution – World of opportunity in Facebook
For every scary story of a brand goof up on Facebook, there are many cases of
success, where even small household brands have grown in popularity through effective
use of the medium.
Two golden rules to be followed while using Facebook, which can yield good results in
the long run, are as follows:
Do not be a big brother – be a cheerful friend to your customers. The big brother
attitude, which worked ﬁne in traditional media, can kill your brand on Facebook. Any
showdown of brand arrogance or one-upmanship is given a bitter response by its
customers in the same medium. For a brand to succeed, it has to be a friend, who is fun
to speak with.
Do not advertise, converse – Blatant advertising, or use of social networks for incessant
spamming with interruptive advertising, is a sure recipe for disaster. You will ﬁnd your
brand page getting isolated on Facebook.
There are many ethics to be followed on Facebook and social media, which can be
easily grasped through active participation in the medium itself. A company must ensure
that its trained representatives have marked presence on Facebook and social
networking avenues as true online custodians for the brand. For many companies, it
also makes sense to engage an agency that is experienced in handling brand
reputations on Facebook and online avenues.
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