How Do YOU Use Facebook?

Posted on March 3, 2010 by John Squire

As you may have seen, we announced our Facebook ROI measurement capabilities yesterday.  Our approach is tailored to marketers who really want to understand the impact of their Facebook engagement, whether it’s a campaign, a tab, a specific promotion, or all of the above.

For our purposes, and the purposes of our customers, we see the core value of Facebook as a place to share the brand, get consumers to engage, and persuade those consumers to have a more positive inclination toward the brand and the company it represents.  Ultimately, the CFO, CEO and CMO will be looking to see how much the Facebook investment is contributing to the top line.

Of course, we realize that some brands may be using Facebook as a customer lab, or for other purposes. So it sparked a conversation internally about how different brands are currently using and evaluating Facebook, and a curiosity about what YOU would say if you were in the room with us.

So we’re asking you — how do YOU use Facebook for your brand?

Please share your thoughts in the comments.

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  • http://www.endress-analytics.com/ Gabi

    Currently I use Facebook to connect to friends and family. I do have a business “fan” page as well but am not currently happy with how it functions on Facebook. I would prefer a separate business account – something Facebook currently discourages. Still trying to figure out the best way to leverage this …

  • http://horze.com Rolf

    We use Facebook for promoting our products and campaigns. Also we have run some tagging contests (one going on right now at http://www.facebook.com/horze.horse.equipment?ref=ts) in order to acquire more fans and thus more brand awareness. Further we would like to test more specific campaigns (built in FBML) but haven’t gotten that far yet.

  • http://www.shu.edu Rob Brosnan

    Facebook had been little more than another RSS feed for Seton Hall: a channel for distributing promotions and updates. But the impression attribution data has really turned our thinking around: we have the analysis to show that it is an important engagement and cultivation channel.

    And we see a future when Facebook acts as a proto-lead generation tool: building a lightweight relationship with potential consumers who need a little time before they are ready to form a more explicit relationship with the university. I think it’s fair to say that 6 months from now our goal for display advertising may be fanning, not inquiry forms.

    Until now the brand has been coterminous with the domain: Seton Hall = shu.edu. But that equality seems to be eroding. Cultivation is migrating off domain. Lead generation may be there soon. And to add to your C-level mix, even the CIO is interested in offering aspects of the consumer portal through FBML.

    It’s crazytown here. But what an exciting time to be a marketer.