Many companies have seen the potential of social media marketing, but there are still a large percentage of businesses that have not. Building a brand and selling consumers on your product has become easier in some ways and harder in others. Facebook is one of the largest social networking sites, with over 350 million users. Creating a successful fan page for your business is a great way to increase traffic to your site and create a “buzz” about your brand.
A great example of this is Target, they had the “Bullseye Gives” campaign under which their fans could vote how they would spend money on charities. “[U]sers select which of ten charities they’d like to see funds allocated to. Money will then be given out based on percentages, so if 10 percent of users vote for Salvation Army, that organization will receive 10 percent of the total donations.” Sounds pretty straightforward, but how does that fit in with Facebook you may ask? Well, Target wisely chose to integrate this application with Facebook by allowing your daily vote to be published on your Facebook feed for all your friends to see. This provided the opportunity for even more individuals to see “Target’s branding and becom[e] fans of the company.”
Victoria Secret understands that with so many people and businesses on Facebook, it is impossible to find someone unless you are actively searching for them. So they created a link on their web site’s home page to encourage traffic on their fan page. By funneling visitors through their website and to their Facebook page, VS has a much better chance of increasing their fan base.
Offering applications, tools, or widgets is another way to improve your Facebook fan page. Since they are not part of the normal demographic on Facebook, Dell realized they would have to be creative in expanding their social media influence. So, they offer “social media resources for small business” on Facebook. “Understanding that small business owners buy computers, by offering them this resource, small business owners interested in social media keep Dell top of mind.” By offering something unique a business has the opportunity to attract customers that don’t fit into their usual demographic.