Building Social Bridges

This year I had an honor to be among speakers at Marketing 2.0 Conference (#M2C) in Paris. I would like to share the pearls of wisdom from the best minds in social media and digital marketing with you, so I compiled the quick list of the best quotes.

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It is no secret that Facebook is one of the most attractive platforms for brands to have presence on. It has vast reach – out of 1.6 billion Internet users in the world, Facebook’s users comprise a third of those. Over half of them log in daily and spend almost an hour on the site (Facebook).  According to TechCrunch, the site drives 44% of social sharing on the web. Last year Facebook became the most visited site in US bypassing Google (Hitwise).  According to Facebook, 70% of its users are international, which is highly attractive to the global brands. And if that wasn’t enough, 65% of US Facebook users said they are more likely to buy a product based on a positive Facebook friend referral (eMarketer).

Once you are on Facebook though, the question becomes “How do I effectively engage my fans and sustain the meaningful dialogue that will help grow my fan base and help me build long-term relationships with my customers?” We all want a lot of fans, because that would mean that our customers love us and want to be a part of our community. But what we sometimes forget is that our fans will only want to engage with us if we serve up relevant content and truly participate. We also forget about EdgeRank – Facebook’s  News Feed algorithm that helps display those “relevant” stories (what gets displayed to whom, if at all). NewsFeed only displays very small subset of stories generated by your friends or brands you Like. And very simply put, the more popular your story, they more likely it is to make it into people’s News Feed. News Feed optimization becomes as important as your content strategy.

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