Facebook has been around for quite some time now. Brands need a presence on Facebook. What can they do get the most our of their Facebook strategy? We have analyzed 6 different categories with the brands that are doing well on Facebook. Let’s see if we learn something interesting from them.
The technology industry is a tough nut to crack. Tech business is generally business facing. Industry jargon that is used day to day cannot be used to attract Facebook users. In such a situation, how to you scale a Facebook profile? Let’s look at IBM for answers.
IBM has been around for more than a century now. IBM, with its presence on Facebook, should find it challenging to engage the young Facebook audience. It surprisingly gets great engagement given its brand image of a technology giant.
Steve Jobs had once called IBM ‘Big Brother’, comparing it to the head of a totalitarian party in George Orwell’s Nineteen Eighty-Four. IBM had been grappling for some time to shake this image off. Their ‘I’m an IBMer’ campaign helped a lot in giving their brand a younger tone. This has continued ever since. One look at their Facebook page, and you’ll know why they are doing well.
Unlike other tech giants, IBM’s timeline is not filled with product updates. It is filled with images of their offices and videos of IBMers making the Earth a smarter planet. The amount of technical jargon has been dialed down to appeal to the Facebook crowd. You’ll also find news about their technological partnerships with eye-catching images. These help in giving an ‘Orwellian’ brand a fresh coat of paint.
People look for recommendations on social media before finalizing their holiday plans. A brand’s mere presence is not sufficient to drive users to use your services. Let us take a learn from Airbnb’s Facebook strategy to understand how they educate their community and drive leads.
Technically Airbnb is not a travel website. Their positioning, however, is remarkable. Go to their Facebook page and you’ll understand why it stands out. Show stopping images are what work for travel and Airbnb’s Facebook page has plenty of them.
They seem to have a robust marketing strategy wherein they capture travel experiences from their users and publish them on other websites or blogs. These articles then make it to their Facebook Timeline.
Generally, brands publish content only from their domain on their Facebook pages. It’s a Facebook strategy that has worked for them. Airbnb publishes articles from third-party domains that educates their audience. This break from the generally trodden path is the reason why Airbnb has more than 4.5 million followers on Facebook.
Movies, TV shows, stand-up comedians have all used social media to reach out to their audience. Some of them started from social media itself which others leverage their screen popularity on social. Game of Thrones has a huge following on Facebook. Let’s see how they keep their fans engaged.
Game of Thrones
HBO’s series Game of Thrones trends every time they air a new episode. The series has found a cult status among its fans and some of their characters have legendary appeal. Their Facebook page isn’t far behind and knows exactly how to keep engaging this vibrant community.
Checking out Game of Thrones’ Facebook page is like walking into their Game of Thrones themed fair. There’s a lot that’s happening there. You can participate in quizzes, engage yourself in a discussion, connect with the actors or crew, get tickets to a live show and so on. There’s never a dull moment there. When Facebook had launched Facebook reaction earlier this year, Game of Thrones’ Facebook page launched a plugin to change those Facebook reactions to their series characters. Their Facebook page does justice to their 19.5 million plus fans.
Startups need traffic from different sources. They usually don’t have enough funds to generate traffic through traditional channels. What can startups do to get their Facebook fans growing? Let’s understand this by analyzing Slack.
Slack has seen phenomenal growth rate for the past two years. It has more than 2 billion users worldwide and has a strong following. Slack is a peer to peer communications platform. Slack can also be integrated with apps for social media, project management, helpdesk, etc. Their social channels are mainly used to address concerns that their users might have. Case in point, their pinned post gives contact information for support. Its been the same for more than a year now.
Tech startups have to focus more on the product in their initial days, and it’s no different with Slack. Most of their posts on their Facebook page is about product updates. They keep their audience well-informed, and they are thankful for it (me too).
Smartphones have gone from being a luxury to being a necessity. People change handsets the way they change clothes. In such a dynamic climate how can a smartphone brand hold its ground? Is it just the product, or does the brand also have to put in the hours to reach its audience? Let’s look at Motorola.
Motorola has been synonymous with mobile phones for quite some time now. Their resurgence with Android has been remarkable with even Google allowing them to make their Nexus 6 handsets. Smartphones are usually bought by the young, digitally active adults. For them to get their hands of the latest handsets, Motorola keeps churning out amazing contests. These contests help reach a larger audience during the launch of a new model.
Motorola as a brand does not just want to talk about their phones. They want to connect with the younger generation. They have sponsored series online which lend a young appeal to Motorola. Their Facebook page has lots of videos that promote this series. So it’s not just the product, but the brand too talks to the younger generation, and their Facebook page succeeds in reaching them.
You just can’t keep politics out of our discussions nowadays. With the US election finally coming to an end, the power of social media has again been emphasized. With the voter trying to decide which way to go, how can the nominees reach out to them and convince them?
Donald Trump won a historic election in November. In one of most polarized seasons of campaigning, he managed to secure the right number of seats to etch his name in history forever. Donald Trump is very active on social media. His Facebook timeline shows how active his fan following is.
He consistently publishes articles about the political and economic state of America. He is currently on his ‘Thank You Tour’ and regularly hosts Facebook Live sessions from these meeting. There is a personal connect with his audience, unlike any other politician. The posts read like Donald Trump has personally written them which gets him great engagement on Facebook.
These are some of the categories that we feel most of the brands fall into. It is important to understand how these brands build engagement to get valuable ideas from them. Have you found a Facebook page that does well? Lets us know in the comments below and we will feature it.
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