Do you have Facebook?
Hey, did you see that page on Facebook?
Hi, can I add you on Facebook? Let’s keep in touch!
Like our page on Facebook and you will receive a discount from our shop!
I am sure most of you reading this blog are quite familiar with these phrases. The Facebook developed massively in the past few years. It was founded in 2005 if the book I read telling the correct information.
What is Facebook?
Facebook is nothing. And it is everything at the same time.
Facebook merely offered a platform for everyone to put stuff about themselves on it. Is there anything produced by Facebook itself? The layout of the page? What about content? Hmm…
Yet, you can basically get most of the information you need via Facebook. Like its name, everything has a ‘Face’ on the ‘Book’ now. Things as little as one individual, to a group, to a page (no matter commercial or not), and then it’s one of the presents of a brand, an agent, an organisation.
I wouldn’t say Facebook is the world now, obviously there are parts of the real world not getting involved in it. (Need I to point it out? China! I knew it! China is so trying to not to get involved in things yet it is getting involved. Everywhere! I think I should write another post to talk about this.)
Anyway, there is a world existing on Facebook. It’s the virtual world, a world that showing all the desires, conflicts, materialism but also love and other true good nature about human beings. Even though I think the virtual world is more about the dark side of human nature. All the users are using a virtual disguise, people are hiding behind it but meanwhile not actually hiding their dark sides.
Wow, that’s philosophical. We will come to that, next time.
My point in this post is, how can you actually market your product in this virtual world? With all the contents displayed in a converged platform, people are facing thousands of choices. Here comes the Facebook personal detail analysing system. I don’t know how to call it properly, please let me know if anybody does. Basically, Facebook analyse your personal details (yes, your personality can be analysed with the help of science and technology!), and then they show ‘recommended’ pages on your wall (or now they call it time line). Also, there’s another way, is that the brands can sponsor their brand pages and it will show up not just the side but the center part of the user interface.
At the same time, non-commercial pages (i.e. non-profit organisations, spiritual content) are less likely to sponsor Facebook. This leads to two or maybe three issues:
One, pages got promoted on Facebook are mostly commercial pages, making the users getting commercial information most of the time. And so the ‘good nature of human beings’ content got less promotions. People are exposed in a virtual materialism. What’s more, since it’s virtual and people tend to show their desire as well, the materialistic contents can get into people’s mind much more easily. And I dare to say, that does affect human behavior in the real world.
Second, non-commercial contents are more likely to spread on Facebook through individual user. Like a virtual ‘word of mouth’. That gives NGOs a completely different marketing strategy (Yes, NGOs promote themselves as well). For example the KONY 2012 was widely spread via actual human users, the ‘justice’ in human nature is helping out in here. But how much positive human nature we’ve got left in the virtual world? Why the virtual world seem much more ugly than the real world? The Internet and a unlimited sharing platform like Facebook making all the bad things got no place to hide. Information is now travelling so fast, close enough to the speed of light. (This evolves the speed of electric quantum travelling in a cable, and also the optical fiber link thing. Hey, we can talk about that as well, speed of information, but next time of course.)
We have a saying in China, the news of good deeds don’t travel, but the information of bad deeds spread out fast. I would say it’s human nature to spread negative information. How come? Because if you know something bad that makes you having negative emotions, you tend to make yourself feel better by telling it to someone else. Same thing as you talking to a friend when you feeling upset.
The last issue I think about marketing on Facebook is, the brands are spending part of the marketing budge on a third party. The brands don’t get to reach the customs directly. They have to do it through Facebook. I recently read an article about marketing on Facebook is a waste of money, brands should return to direct mailing. But the thing is, if the brand trying to get rid of Facebook, where can you get the user data? Facebook is such a ‘ready-made’ big data that all the users are contributing their part of information on purpose. That means, they are willing to be reached via Facebook. Well, I guess you can’t complain about this right?
Therefore, my conclusion is:
A, it’s a good way to promote via Facebook (Well done Zuckerberg!), brands are actually willing to spend money on it which is good. And the brands should pay more attention to social media marketing cause the big fish is on Facebook now! Keep in touch!
B, users are happy to stay on one platform and don’t have to change to different platforms to gain different information, except for ‘Goolging’ or ‘Wiki-ing’. (I will come to that…sounds like I discovered a lot of topics for my blog today!)
C, NGO promotion should be carried out in a different strategy by causing extreme human emotional shocks which is really hard. Unless everyone starting to think about do something for this to make the world better.