Why should a company build a Facebook page?

The usefulness of Facebook as a social networking tool is clear and evident in today's culture. Whether we're looking at middle-aged stay-at-home-mothers stalking their children or blossoming college students tagging photos of one another, one can't deny the importance Facebook has had on a sense of community. Originally, Facebook was intended to connect college kids to one another for the purpose of academics and study groups, rather, it has snowballed into an addicting, virtual venue in which one can stalk, poke or dig into others' lives. How does this apparent subculture become infiltrated, or positively affected, by businesses intended to benefit their market segment?

First things first: if one is to have followers of any kind, one must have a motive and a REASON to become followed. What does this mean to businesses who are looking to reach out to their customers? This means there must be incentives tied to becoming a fan of these said businesses. Why would anyone want to join a virtual fan page if there are no rewards other than self-expression? They must feel needed, encouraged and worthwhile. Whether this applies to customer feedback or direct involvement in decisions, all that matters is that Facebookers must feel a connectedness to the business they choose to associate themselves with.

A great example is Starbucks. With over 7.5 million fans on Facebook, they give the power of CHOICE to their fans. Fans aid in the decision of the next coffee flavor, or roast, to be served nationwide. This is a huge deal. Fans now feel a part of something bigger and have personal purpose in getting involved and interacting with Starbucks' Facebook community.

One can benefit from online promotions given specifically to Facebook fans who choose to align themselves with a particular business. This applies to the incentive topic I spoke on earlier in the post. If they are given coupons, discounts or special "inside" information, your virtual community will have a reason to join.

What can we take from this? If one is to "rally market troops" to follow them, they must give their fans something to run after. Whether this is applied discounts, decision involvement or special promotion benefits, they must make your business at the forefront of your target market's minds.

Marketing times are changing, therefore marketers must be ahead of the curve.

Sources:
http://blogs.wsj.com/india-chief-mentor/2010/06/11/how-to-build-a-great-company-facebook-page/?mod=wsj_share_linkedin