Inside Facebook reported today that 60 million Americans use Facebook in a month. (The number of people ages 55 and older declined, though.) I shared a link to the article on Twitter and, of course, Facebook. Somebody asked me what this all meant.
Well, I think it means that we have a powerful communication channel full of opportunity. Already, I’ve used it to enhance and supplement my face-to-face networking. It has helped me land an interview on a radio program (with the minister from my church), secure a speaking engagement (at the local PRSA chapter), and get the word out about important events offered by my employer. It’s becoming ingrained in our strategic communication efforts at work.
I’m sure you could add to the list. After all, you’re most likely among the millions making good use of this new communication medium. I welcome your comments.
Several people have asked me recently if their organizations should have a Facebook Page or Group, or both. I’ve been experimenting with both in my day job at the Hamilton County Department of Job and Family Services.
Here are some tidbits from The Facebook Marketing Bible by Justin Smith:
- “Pages and Groups have some similarities. Which makes more sense? The answer to this question depends on the goals of your campaign.”
- Benefits of pages: Good for regular communication with large numbers of people. Can view demographic information.
- Benefits of groups: Good for maximizing number of people due to the invitation feature. Better potential for growing much faster.
My research seems to indicate that organizations should have a fan page if it helps them further strategic goals.( They’re a free and easy way to do marketing.) Then, they can set up groups to support campaigns or subgroups.
For example, some churches maintain a page for their organization, while their youth organization has a separate group on Facebook.
What has been your experience? Let’s learn from each other.
When developing a social media strategy, follow the four-step process — research, planning, implementation and evaluation.
Define strategic audiences (those that could make or break your organization).
Determine the most-effective channels for reaching those audiences.
Come up with compelling messages that will help drive behavior you desire. Select your spokespersons–and coach them.
Create goals, strategies and objectives. Choose evaluation methods.
Follow these steps, and you’re in for some great success!!!