Amplify recommendation and word of mouth
Everything you do on Facebook is viral because all actions are published into the News Feed and are lasting. People expect to discover things on Facebook through their friends. Rather than thinking of driving recommendation as an independent objective, sharing should be built into all of your Facebook activities and campaigns. Here are some of the Facebook tools that help amplify word of mouth and recommendation.
5 steps to amplify recommendation and word of mouth
1 Encourage people to like your Page
a. This opens the communication channels between you and your customers
b. It also creates an association between your brand and that individual
2 Create great content that encourages sharing and keep it fresh
a. Post video content to stimulate sharing
b. Use a publishing calendar that includes exciting product announcements and promotions
c. Be active in two-way conversations
3 Integrate Social Plugins and the Graph API with the Like Button on all of your online properties and at any point of purchase
a. This creates more opportunities for actions that will be published into the News Feed and content that can be used in Sponsored Stories
4 Use Facebook Ads and Sponsored Stories to create word of mouth at scale
a. These products allow you to show your brand’s message to your target audience with stories about their friends who have already engaged with your business
5 Learn and iterate
a. Use Page Insights to determine the content people are most excited about engaging with and sharing
b. Use Campaign Reporting to determine what type of creative and targeting gives you the best results
Gain insights
Facebook allows you to learn about your customers both by observing their actions and by engaging with them directly. It is a great place to learn who your customers are and what they think about you. Facebook makes it easy to incorporate your customers into your product development cycle and marketing campaigns and iterate quickly. You can do all of this in real-time, globally. When used actively, these insights can help improve your business by helping you stay aligned with the people you serve.
5 steps to gain insights
1 Use Campaign Reports for your advertising campaigns and Sponsored Stories
a. By testing different targeting options, you can learn more about your audience
2 Learn from Page Insights
a. See the demographic breakdown of who is interacting with your Page and what they are interested in
3 Learn from the two way conversations that occur on your Page
a. Watch, listen and respond when you use Facebook Questions, Apps on Facebook or publish
4 Learn by integrating Facebook login and API with your online measurement tools
a. Track individual behavior, engagement and purchasing
5 Use advanced campaign metrics
a. When you run large advertising campaigns, use Nielsen Brand Effects studies (where
available) to track the effectiveness of your campaign on brand building objectives
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