Facebook: Success + Digital Word Of Mouth

You hear about it at work, it comes up in random conversations, published all over the news, and constantly in your face, on the tip of everyone’s tongue, a social networking powerhouse that started with the mere inklings of simply bringing people together for the purpose of communication. And it has accomplished that indeed, boasting over 200 million users and showing no signs of stopping its friendly takeover of the world.

But where does this overwhelming success lie? And more importantly how can you benefit it from it?

Unlike any other site FacebookFacebook provides a personal look into the lives of the user, not as consumers but as human beings. A site where full names are displayed, relationships are exposed, and the intricacies of global consumption are revealed. Updates, public wall posts, messages, and comments, are littered with opinions, suggestions, complaints, preferences, and information about what one 5^th of all internet users are thinking about brands, products and services.

Most major corporations have already created their Facebook profile in the pursuit of attracting hoards of fans and would be fans to their sites.  Among them Starbucks displaying 3,418,687 fans, (all of which who by the way had to choose to become fan members) along with a plethora of campaigns within their wall such as a recent update about the new drinks offered in stores across the world, and photos of Howard Shultz (CEO of Starbucks) traveling to Rwanda to open a farmer support center (a recent charity endeavor headed by Starbucks).

Now grasp for moment what Starbucks managed to share with their 3 million or so fans.

Not only did they implement a strategy of promotion of their new beverages, but also worked on their PR by showing the “human and giving side” of the company and CEO. Throw in the announcement for a mini Starbucks card offering rewards to heavy Starbucks users and you’ve just covered a half a million traditional ad campaign. For the cost of opening a Facebook account which in case you’ve been residing under a  rock is $0.

And even more incredible than that, are the 500 results generated when I typed Starbucks in their search box. All of which were created by users who freely decided to start fan sites commemorating their love and affection for the brand, among these fans sites where “Addicted to Starbucks” with almost 200,000 members.

Basically, not only are we provided with a real time updated web page, as well as PR, and an endless promotional tool with the capability of reaching 200 million people worldwide and somewhere between PR, Marketing, and in depth strategies a surprising thing has occurred, a literal throwback to beginning of what sparked the company consumer relationship: the consumer has taken the initiative to promote the companies they love or hate. Spreading their concerns and commentary throughout Facebook.
Ushering in the age of digital word of mouth.

Leading us to the next set of questions;

What are you as a company doing to be loved?

More importantly do you have a Facebook fan site?

And more importantly still are you taking advantage of this site to it’s full potential?

Sheila

Social Media Communications Specialist @ The RE Agency