How Facebook Can Help Build Your Tribe
by Catherine Garnett
Lots of corporate communicators say their companies are wary of using social networking tools like Facebook. They have various reasons, but it often comes down to fear of the unknown. Yet, using Facebook and other social networking tools can offer big benefits for your business with just a small investment of your time.
And if you think your company is too conservative to consider getting on Facebook? Well, organizations don’t get much more conservative than the military, and even the Air Force is on Facebook now.
Here are a few ideas to help your business build Facebook followers:
• Recruiting – Post available positions to your Facebook page. This could include just a brief description of the position and a link to your web site where the details are posted.
• Public Relations – Link to your press releases and post a short blurb on your Facebook site. There are lots of reporters who blog and visit social media sites regularly, so this increases your chances of getting their attention. And if you do receive great media coverage either on television or in print, you can post a link to it on Facebook to help spread the news even further.
• Customer Communications – Create a group that your customers and “friends” of your company can join and share with their friends. (For an example, check out a FB group created by redpeppers who call themselves the Wappo Tribe.) Facebook can also be used to post links to new entries on your company’s official blog or offer group members special offers, coupons, etc.
• Educate – Simply post links to articles that you and/or your customers might find interesting. For example, a health care company might post a link to an online newspaper article with nutrition tips. Or a creative company might share a link to a great marketing resource like Seth Godin’s blog.
The idea of cultivating brand evangelists is not new, and the world of social media has opened up a whole new tool box for building tribes who will spread their passion for your company or product. The question is: How can you best use tools such as Facebook to communicate with your followers and lead your tribe?
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Great tips! The irony is that most people fear social media, yet its one of the least risky marketing moves a company can make: its free (or minimal cost) and you start by testing it out on a small scale and see what works and what isn’t. There is a much bigger risk to doing nothing.
Posted at 3:51 pm on February 17th, 2009
Good idea! Businesses should be willing to explore any branding options available.
Posted at 5:00 pm on February 17th, 2009
Really, it is not so different from really good web design strategy in general, it’s just that people are actually looking for it in gathering places like Facebook, and Facebook has tools to make it easier. I guess it really comes down to the generation gap between corporate decision makers and (conceivably) their audience.
Posted at 6:05 pm on February 17th, 2009
Great stuff. Facebook ironically also creates opportunities for you to communicate one-on-one with those who are happy with your company/services and (in a whispering voice) those who aren’t. Through social media tools you can strike up conversations and hopefully develop relationships with these individuals – giving your brand a personal voice. This tool has the power to turn brand naysayers into fanatics (in a good way).
Posted at 7:02 pm on February 17th, 2009
Great article! Businesses should always explore new ways to strengthen their relationship with their current customers and reach out to new markets.
Posted at 8:02 pm on February 18th, 2009