Q&A: Making Facebook Work for Your Brand

Sometimes it’s difficult to say what’s more popular: using Facebook, or talking about how to use Facebook. More and more companies are racing to establish brand pages on the social networking site. But while they are no doubt hoping to create loyalty and generate new business by doing so, a lack of strategy and follow-through can end up harming rather than strengthening their brands.

We asked Monica C. Smith, “chief marketsmith” at marketing agency Marketsmith, a few questions about the dos and don’ts of establishing a Facebook presence.

Direct: First of all, how necessary is a Facebook page for merchants? Are there some types of companies that needn’t bother, and if so, how does one tell?

Smith: Facebook is not necessary for all brands, but it can be a good exercise and an interesting tool if fed to the right audience. My recommendation is to have a Facebook page, for which public relations works on a content schedule tied to merchandise, and the customer service group is responsible for customer feedback from the online chat group. Additionally, we believe that a Facebook page, like a blog, needs to be overseen and controlled as part of a brand’s reputation management efforts.

Direct: What would you say is the bare minimum in terms of features and functions for a Facebook page?

Smith: There is no blanket answer. It is all about the individual brand and the level of sophistication of the fans. The page should start from the most basic and move to the more sophisticated over time. Page features and presentation must be an extension of the brand and the brand voice.

Here are a few Facebook pages I like for features: When one goes to the Gaiam Facebook page, one is greeted by a welcome page that lays out what is available on the Facebook Gaiam site with links directly to those pages—very welcoming, inviting, and user-friendly. I also like how one can send a virtual bouquet to someone through [the] 1-800 Flowers.com [page]. And on The Art of Travel by Louis Vuitton, one enters the page into [a slide show of] the Cannes fashion show, which immediately engages the visitor. Once on the site, a person has the opportunity to see the glamour of the brand, learn more, and buy items, and even order the monogramming.

Direct: Any thoughts regarding selling directly via the Facebook page? Or should Facebook be strictly a branding/marketing channel?

Smith: Facebook offers the opportunity to engage with customers on multiple levels: sell, brand experiment, and customer language. First, the page should always come from a place with an aspirational/inspirational voice that educates the consumer or prospect. Second, use social arenas to test brand personality and see what resonates in terms of content for describing or introducing merchandise or categories—for instance, “Who wore it best” celebrity trends. And third, see what words Facebook fans use about your brand on your page, and incorporate those words into touch points if they ring true with your brand image, to keep your language in touch with the fans.

Facebook can be an excellent selling tool, providing the opportunity to have fans go directly to your site without leaving Facebook. The platform allows a company to promote sales and seasonal items and to engage patrons. There is no one-size-fits-all answer. A company must determine the levels on which to engage its customer and which will be most effective.

Direct: What should a company measure regarding the effectiveness of its Facebook efforts?

Smith: A company needs to measure what’s going on on Facebook and the results of any links from the page. On Facebook, judge if you are gaining fans and if fans are sharing stories of the brand. Also make sure that customer complaints are logged, and track if you are getting better at managing customer care, constantly increasing customer satisfaction and advocacy. As for links from Facebook, do [dedicated] landing pages and 800-numbers, and judge the hits and calls from the minute the page presents the offer.

Direct: What can a company do to reinforce the sense of community and loyalty via Facebook?

Smith: Clearly be genuine to the brand. Do not have a company page far afield from your core brand, merchandising strategy, and customer care czars. Keep the community up-to-date and informed. Tell them about celebrities, news or interesting educational information tied to the brand in real time. Promote charity. Also promote special offers or sneak peeks geared toward your Facebook fans to thank them for their comments and interaction.

Direct: What would you say are the most common errors companies make on Facebook?

Smith: Creating the Facebook page and not following through on an ongoing basis. It takes daily work and effort to be a part of a community. Remember: Facebook is like any other family.