Facebook is a social networking site. People sign up a Facebook account in order to connect with family and friends. People also make new friends online. When one has logged into their Facebook account, he/she can share posts, chat with friends online, contribute to other people’s posts, send an email-like message to another Facebook member and share photos among other various activities. The principle purpose of having a Facebook account is to ensure connectivity with friends and family. It is fundamentally a social platform that allows integration and interaction. The principle driving force of this behavior is in human nature; the desire to socialize. Human beings are social beings. Facebook provides an opportunity for friends to share stories and experiences despite their distance, age, sex or race.
The fact that so many people use Facebook to connect with each other has attracted numerous companies’ advertisements that seek to tap on this potential market. However, it is my well-considered opinion that advertising on Facebook has failed to make a significant to advertisers. This can be traced back to the inherent nature of Facebook. People usually log in on Facebook to socialize. This means having a social conversation with family, friends or new people. Therefore, people are less concerned with the adverts present as most people do not use this avenue to look for goods and services. The advantage of using Facebook as a marketing platform is that one is able to reach millions of people at the same time. However, the greatest disadvantage is that most people ignore such adverts as most of them are concerned with connecting with their friends, at that moment.
The Facebook fan pages have been unsuccessful in marketing goods and services of companies. This is because they are tailored to market goods in a social site without any effort to help connect people. However, with the introduction of timelines, I think that most fan pages will be better placed to market their goods and services. This is because fans can be able to chat and discuss matters on the timelines of these pages. When a company provides people with an opportunity to share and interact, it is bound to benefit as their products or services will be marketed incidental to the fans socialization.
The ideal long term strategy for Facebook to ensure it remains profitable is to tap into the need of its members to interact. Advertising should be designed to meet the needs of the site users. For example, a conversation or discussion about wedding should attract adverts that seek to sell wedding services or products. In such a way, the advertisement will find a way to fit into the social context of the conversation. Moreover, other advertising options that seek to fulfill the needs of people to socialize and interact should be used. For example, games that involved buying gifts for friends and family members during their special occasions like birthdays and anniversaries.
There are various approaches of companies using their Facebook timelines to market their goods and services. However, the best way is to ensure that the company is fulfilling the needs of Facebook members by facilitating the need to connect and interact with one another. A company will benefit immensely if their mode of advertising is helping the Facebook account holder connect with a distance family member, interact with a friend or meet a new friend online.
Marshall, P., & Meloche, T. (2011). Ultimate Guide to Facebook Advertising: How to Access 600 Million Customers in 10 Minutes. New York: Entrepreneur Press.
Piskorski, M. J., Eisenmann, T. R., & Smith, A. (2013). Facebook. Harvard Business School Publishing,.
Weintraub, M. (2011). Killer Facebook Ads: Master Cutting-Edge Facebook Advertising Techniques. New York: John Wiley & Sons.