by Ioana and Raluca
Setting up a presence on Facebook can sometimes be challenging, so we thought of taking a very angry bull by its horns and of putting together a check list that will help you choose between Product Specific Pages and Global Pages.
Go product! Why, oh, why?
Plenty of reasons here:
- a clearly targeted type of communication. You’ve got something unique to communicate so you just go ahead and do it. Let’s not forget that we’re living in an age where talking about something will inevitably create a web of secondary or related topics that you would not have much to say about in the long run, but which do matter. So that’s where you must work some magic and decide if your product’s life and evolution is rich enough to grab attention over a longer period of time, specific enough not to count as just another spin off and likely to be sought on the very platform that you’re using.
- to satisfy the needs of a niche audience. That’s where you really need to understand who you’re talking to, how much specialized knowledge that audience holds and, to be honest, how much chit-chat (cats, dogs, coffee beauty shots and the regular Friday “fun” piece) they are likely to accept. The characteristics of this target audience very much depend on the way you acquire it and on the likelihood that your platform of choice is perceived as a reliable source of info about a specific product or product range. However, when you say “niche” you should mean it. So, good-bye expectations of reaching humungous heterogeneous audiences and welcome more realistic, specialty-specific targets!
- to help filter support requests coming in via social media. In this way, the plaintiff will, most likely post his/her complaint on the page related to the faulty product/service. Nevertheless, this is not a fail-proof tactic as it does not take a huge effort to post the same complaint on several pages, corporate one included! And your sea of grievance spills on and on…
- to create a real sense of community and connectedness. Inside jokes, for one, are easier to crack on product-specific pages, as almost everyone will know what the cryptic reference is all about. Then again, if you like crowds, that’s not the way to go as you’ll be feeding resources into a channel whose audience is limited from the very start.
Go global! Why not hold on to your umbrella?
Got two words for you: benefits galore! Here they are:
- to gain prominence in Facebook searches. If you’re a known brand it’s easier for fans or customers to search for your page and connect with you. They know you, already, so they know what types of content they can interact with on your page. Plus, if you have several products you want to talk about, your fans are likely not to be put off as sooner or later their own product of choice will get into the spotlight.
- to build a consistent brand identity on Facebook. If your brand is at the beginning of its Facebook social media marketing journey, this is your best option for an unified user experience. You will therefore have a community built to back up your brand, and your products will all benefit from that.
- to efficiently manage your content creation efforts. You can create your social editorial calendar to include communication around each, any or all of your products, depending on the overall marketing campaigns you have planned.
- to manage your pages more easily, for less. The math here is simple. With an umbrella page (i.e. brand-specific rather than product specific) you’ve got one Facebook insights dashboard, one community manager, a single property to build a community around and to share your content with. If you decide to have a contest, you will have a centralized point of entry to collect all participants’ contributions and feedback.
- to make the best of the Facebook Global pages. Say you’ve already created several local-language pages. Not to worry! Facebook now makes it easier for you to merge them into one single global page. Your audience will be able to select from a drop-down list the country they want to see content from so that they are not overwhelmed by global posts that could be less interesting to them.
Whatever model you choose, make sure you first have some objectives set up and an editorial calendar filled with content to accommodate your target audience’s needs and expectations.
Image courtesy of imagerymajestic/ FreeDigitalPhotos.net