Question

Facebook Marketing benefit: How is this tool useful for marketing purposes? Identify and explain at least two "best practices" for how to use this platform professionally (i.e., for marketing purposes).

Provide One Successful Facebook Example: Identify and provide the details pertaining to ONE successful campaign or example of this network’s capability as a marketing medium. What was the campaign’s objective? How was the campaign executed? Why was this campaign successful? How was success measured?

Answer 1

Ans 1

The benefits/uses include-

1. Massive exposure
2. Low marketing costs
3. Ability to target strategic segments
4. Ability to develop brand loyalty through increased interaction
5. Ability to track performance via Analytics Apps - like Facebook Insights and Competitor Information
6. Ability to compare performances vis-à-vis competitors
7. Attracting people to your websites via appropriate links

Ans 2

Two Best Practices in terms of Marketing would be-

• To capitalize on “word of mouth” marketing via sponsored stories. These are Facebook ads that show a user’s interactions (such as likes, tags etc.) to their friends. If a page receives many likes (or even dislikes - basically heightened activity) then there are great chances that many users will pay attention to it. So if you want more users to see your content, claim offers, buy at a discount etc. then this is a great technique.
• Hosting contests is another promotional strategy that can raise brand awareness and build fans/customers. You can direct users from their Facebook pages to your contests (on third party apps) easily with the help of paid tools (or even free tools).

Ans 3

Campaign Chosen: Grammarly

Campaign Goal: Branding (to spread brand awareness)

Campaign Details (Implementation and Execution): They deployed the "storytelling" approach to their promotions. Effective, short-timed videos with empowering messages were posted to attract the audience. They also put up their favourable review from Forbes - in a bid to build trust.

Campaign Success Measures:

• Garnered over 5million views
• Fulfilled the goal of spreading awareness by reaching a very wide audience at low costs

Campaign Success Reasons:

• Well-designed ads with bold and impactful messages - (e.g. “write-the-future”)
• Call to action buttons strategically placed
• Turned a story into a branding machine - showing how things could be bettered with Grammarly