cronje - Facebook is no longer just for interactions...

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Facebook is no longer just for interactions between friends and family, but rather an effective business tool that numerous successful companies have adopted as part of their online marketing strategies. Facebook’s six new business solutions are designed to be integrated in companies’ online marketing strategies in order to aid in effective campaign outcomes. Companies such as McDonalds, Starbucks, VitaminWater, JCPenney and the NBA have all successfully incorporated Facebook into their online strategies to engage consumers on a fast-developing medium, using a variety of marketing approaches. Facebook’s new business solutions come as part of the updated Facebook for Business section. The various components include Facebook pages which allow businesses to create pages with the exception of a ‘publish’ feature, allowing the page to be perfected before being released the public (Fleet, n.d). Facebook social ads target exact audiences when integrated with the business Facebook page or in conjunction with its Facebook beacon, which is the “core technology that drives [the] ability [for companies] to create a social interaction interface” between their sites and Facebook users (Evans, 2009). Facebook platform allows companies to transform their “websites into a social experience with plug-ins and custom apps” (Facebook, n.d). These powerful marketing tools allow businesses to interact and engage with their customers. McDonalds is a multinational company that has adopted Facebook as part of their online marketing strategy, with 10,668,135 likes on its Facebook page (McDonalds, n.d). One of McDonald’s approaches to Facebook was being the “first marketer to use Facebook’s location platform” according to the Advertising Age (Gannes, 2010). The feature allows consumers to check in at a location using a status update and then see the product targeted to that location. McDonald’s was reportedly “the first brand to participate, as part of a larger media buy” (Gannes, 2010). McDonald’s clever approach created vast advertising opportunities, with the status providing valuable word of mouth advertising and mass exposure of the brand. Furthermore the company has created a unique way to engage with the customers, creating an appealing dining experience, encouraging repeat consumption. Starbucks built a social network community of over 25 million by asking their community to
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This note was uploaded on 02/26/2012 for the course CSR 480 taught by Professor Staff during the Fall '08 term at Purdue University-West Lafayette.

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cronje - Facebook is no longer just for interactions...

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