Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech

Processing...Please wait.

MarTech » Performance Marketing » Facebook Study: Building Brands With Social Media & Organizing Teams For Social Success

Facebook Study: Building Brands With Social Media & Organizing Teams For Social Success

Back at fMC in late February, Facebook announced that “Social Media Blueprints”(whitepapers) were being created in conjunction with Forrester Consulting.  They can now be found on the official Blueprints page.  While the information contained in these reports is helpful, it wouldn’t be considered groundbreaking.  In all likelihood, these Blueprints were released to support the upcoming Facebook IPO […]

Greg Finn on March 21, 2012 at 3:34 pm | Reading time: 4 minutes

Back at fMC in late February, Facebook announced that “Social Media Blueprints”(whitepapers) were being created in conjunction with Forrester Consulting.  They can now be found on the official Blueprints page.  While the information contained in these reports is helpful, it wouldn’t be considered groundbreaking.  In all likelihood, these Blueprints were released to support the upcoming Facebook IPO by providing detailed information and strategies for the largest of companies.

Currently two blueprints exist:

Building Brands For The Connected World

The first Blueprint “Building Brands For The Connected World” (PDF) investigates connected brands and the ability to grow a brand/business with social media.  101 VP & C-level professionals were interviewed for the survey, 76% of who thought that “social media is important to brand building.”

A good deal of the survey studies consumer habits around social media and the buying process.  Some of the key elements from this whitepaper include:

  • Social Media Affects All Customer Aspects:
     From learning about brands to investigating them, customers utilize social media every step of the way.  80% of consumers reported that they would be more likely to try new products based on a social media recommendation from a friend.
  • Consumers Expect That Brands Will Engage With Them:
    The back-and-forth conversation between a brand and a consumer is slowly being seen as a bonus as it is becoming the norm.  72% of consumers expect companies to respond to positive comments in social media and 57% expect a response to a negative comment.
  • Articulating A Social Identity Is Key
    In order to have a successful brand in social media proper brand positioning and brand identity is needed.  Creating a social voice for a brand can help to keep the messaging the same for users throughout all steps in the purchasing process.
  • Involving Consumers In Campaigns Works
    The participation of consumers is crucial for successful social media campaigns.  Consumer participation helps to reinforce brand behavior while garnering more of a response.  In addition, the more relevant the content, the more likely a campaign will be shared.

Organize For Success In The Connected World

The next blueprint moves away from execution and over to the organization itself.  Organize For Success In The Connected World (PDF) is a whitepaper that analyzes the proper way to set up successful social media teams within and organization.

This report is not for the small business as the key theme is to gather full company corporation to become a “socially empowered agency.”  Some of the main points include:

  • Social Media Breeds Success:
    60% of those surveyed believe that social media helps businesses become more successful while 67% believe it allows companies to build better relationships.
  • Social Needs A Clear Owner:
    To keep messaging unified a social champion must emerge to keep things from becoming disjointed.   Partial social ownership is rampant.  Currently most of the departments that are “owning” social media are: Marketing, Corporate Communications, Sales, a PR agency and the CEO.  In order to keep  the message from becoming scattered, a clear owner must prevail.
  • Company-wide Social “Buy-In” Is Required:
    Organizations need to look at social media as a form of doing business and accept (and support) it universally. Stability and consistency are crucial in the social message.  This message must also be sent across all aspects of the business and part of everyone’s job.
  • Common Strategies And Guidelines Are Crucial:
    The social champion must create and distribute resources that define and explain the social process.  The end goals for all departments should be the same, even though specific tactics might not be.  also, when distributing these processes – education is key.  Equipping employees with the knowledge to use social media is essential to them following through on social guidelines.

For more information see the Facebook Blueprints page for all whitepapers.


New on MarTech

    Will in-person events continue to be impacted as COVID constantly reinvents itself?
    Marketers say biggest challenge is getting cross-department alignment
    Study: Marketing automation teams mired in execution, neglecting strategic priorities
    Only 38% of marketers very confident in their customer data and analytics systems
    Does your email copy persuade or sell?

About The Author

Greg Finn
Greg Finn is the Director of Marketing for Cypress North, a company that provides world-class social media and search marketing services and web & application development. He has been in the Internet marketing industry for 10+ years and specializes in Digital Marketing. You can also find Greg on Twitter (@gregfinn) or LinkedIn.

Related Topics

Performance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

SEO Recon: The What, Why, and How for Building Amazing Links

Unlock the Cutting-Edge Potential of QR Codes

Why Finding the Right Platform is the Key to Winning in Email Marketing

See More Webinars
Intelligence Reports

Enterprise Marketing Performance Management Platforms: A Marketer’s Guide

Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide

Enterprise Account-Based Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

The Definitive Buyer’s Guide to Collaborative Work Management for Marketers

See More Whitepapers
Search Our Site

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.