The 90+ page report has been produced specifically with the aim of helping organizations and brands design and implement their Facebook presence to maximum effect, no matter what their objective.
The document contains sections ranging through building an internal business case for having a Facebook page, through to creating relevant content, developing internal strategy and external moderation. It also has a comprehensive, 50-point checklist of best practice issues and their associated success factors needed by marketers to effectively engage in any Facebook activity.
The production of this highly specific guide compendium comes following widespread request from within Econsultancys marketing community for greater guidance when using Facebook as a marketing platform.
Econsultancys Director of Innovation, Chris Lake said: We have identified what we believe to be best practice in a number of key areas within branded Facebook pages. We analysed a great number of Facebook Pages while researching this guide, and have included more than 60 examples of organizations currently having an effective presence on the site.
It reminds me of the early days of the commercial internet. Some brands jumped in and launched transactional e-commerce sites while others dragged their heels, and spent years – and small fortunes – catching up. Make no mistake: as far as Facebook goes, the time is now.
The report also follows the recent insight that companies are planning to increase their social media spending over the next twelve months. Published September 2010, the Econsultancy / bigmouthmedia Social Media and Online PR Report revealed that more than 80% of marketers expect social media spending to increase over the next year, with Facebook leading their social media strategies.
Chris Lake adds: Brands can create Facebook Pages simply to connect and engage with their fans, or to extend TV advertising campaigns, or to demo products, or to crowdsource content and ideas. Moreover, they can now use it to sell directly to consumers from within Facebook itself.
We wanted to compile a straightforward guide to help brands make the most of Facebook. With around 600m users it should not be ignored as a channel to reach out to consumers.