- [Instructor] With over 2.4 billion monthly users,
Facebook is a social networking equivalent of mass media.
Let's take a look at some of the features
it could offer your business.
It's important to remember,
Facebook's primarily a paid platform
and from a cost perspective, it does provide a good ROI.
Facebook offers sophisticated targeting options,
including location, demographics, connections,
behavior, and interests.
You can also reach people who've already
interacted with your brand
or create custom or lookalike audiences for a wider reach.
And Facebook's dynamic ads use machine learning
to personalize ads to the audience you're trying to reach.
It's no secret Facebook has had some high profile
privacy issues in recent years.
As a result, the social network's new focus
is on more private conversations
and communications between family and friends.
That means, you'll need to work harder
on building relationships and being responsive
to customer requests.
One way to do that is through Facebook Stories ads,
which let companies direct customers to Messenger
so they can start a one to one conversation with them.
Or you could develop a Messenger chatbot.
Just be sure it speaks in your brand voice
and its answers are designed to help
and not frustrate users.
Are your customers passionate
about your products and services?
If so, you may want to develop a group
catered to their interests and needs.
Think of the group as a community
and be sure to allocate sufficient resources
to manage it over the long haul.
You should also establish ground rules
so people know how to behave.
Be creative and above all,
give members some freedom to have conversations without you.
That way, your group will become a valued destination
for your customers.
Are you ready to go live?
Facebook livestream video could be an ideal way
to engage customers by teasing out new offerings,
showing behind the scenes content,
and launching products.
Just be sure to practice before you go live,
so your spokesperson is comfortable
and you give customers a reason to tune in.
Facebook is also providing companies
with better control over where their ads might appear.
In an era of fake news,
that's more important than ever.
And remember, you'll need to pay attention
to users' privacy considerations when you're targeting them
because with off-Facebook activity,
customers can track and opt out of third party sites
and disconnect their browsing history from your account.
So, when would Facebook be a good option for your brand?
You can consider it for cost effective ad targeting,
live video, chatbots for customer service,
and interest based groups
that can turn customers into ambassadors.