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Facebook: Communicate With Your Target Segment

As per a study conducted by Morpace Inc.

  • 83% of consumers between the age of 18 to 34 have a Facebook account
  • 55% of consumers over the age of 35 have Facebook account
  • 2 out of 3 Facebook members spend between 5-30 minutes on the site per visit
  • 1 out of 3 consumers with Facebook accounts visit the website multiple times per day
  • 55% of consumers with Facebook accounts visit at least once per day

Facebook has come a long way from its origin as a social networking site to a forum where consumers can research and support businesses and products through fan pages. Today, Facebook appeals to a wide variety of people across all demographics.

Facebook is now being used as an effective promotional marketing tool to reach out to millions of consumers worldwide. Therefore, it is important for companies to understand and adapt to how social media can be effectively used to grow their business, to attract and retain customers.

Businesses today can promote their products and services as well as their company brand image by using Facebook fan pages. Facebook allows businesses to directly communicate with their target market, as also provide a platform to exchange product information, offer exclusive coupons and discounts, or create viral product buzz from Facebook friends.

For retailers wanting to improve upon customer experience, a presence on Facebook provides an additional opportunity to reach out to and satisfy customers. Research shows that retailers who are actively involved in marketing and advertising through Facebook fan page have distinct advantage over their competitors. Although direct sales can’t be achieved, Facebook provides a unique opportunity to the retailers to provide their potential customers with discounts or coupons for redemption at their respective stores. Nearly 4 out of 10 consumers who have a Facebook account say that they join a fan page to receive coupons and discount offers. Facebook allows retailers to directly connect with their customers, a possibility that cannot be ignored.

Consumers not only join fan pages as a way to track various businesses they want to patron or support, but also to offer and receive product recommendations. Facebook also provides consumers with a scope to share product or service experiences with one another on the walls of corporate fan pages. More than one-third of the consumers, including 38% of males and 34% of females, feel that Facebook is a good tool for researching and promoting products. Research shows that a positive referral from a ‘friend’ on Facebook influences the purchase decision of almost 70% of the consumers.

It is important to note that, apart from using Facebook just as a social networking site, 23% of the users login to Facebook to track fan pages of their favourite companies, organizations and groups, while 10% use Facebook as a platform to search for product recommendation. According to consumers when they login to their Facebook accounts, they talk about a range of products and services with their ‘friends’, including food/restaurant/grocery stores (38%), technology products (26%), sports and outdoor goods or athletic gear (15%) and children’s toys and games (12%).

Therefore, it is clear that Facebook can be an effective tool for retailers to attract, retain, encourage and engage customers. However, the responsibility is on the retailers to understand their customers, how they use Facebook to their advantage, and in turn develop their pages so that they can effectively grow their business.

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