People tend to assume that advertising on Facebook is a simple thing to do--to be big on the Internet, all you need is a fan page and then everything else will just magically start to happen. Unfortunately, Facebook marketing takes a lot of effort. Similar to the way you would grow a reader base for your blog, marketing on Facebook takes some elbow grease.The following three myths about advertising on Facebook are not true, but many companies believe they are:
MYTH: The moment you set up a fan page, people will flock to it.One of the principal myths believed by companies new to Facebook marketing is that all they have to do is launch their fan page, and people will rush to get involved. Not so. The hardest part of Facebook marketing starts after you get your fan page up and running.Yes, it's pretty simple to prepare a fan page: type in your company's important details such as your website address and contact info, then upload a picture or corporate logo. But in order for your fan page to attract fans, you need Facebook users to "like" your page. How do you get people to do that if they don't know your page exists? Advertise your Facebook page! Link your website to your fan page and vice versa. Encourage your employees to include a link to your Facebook page with their e-mail signatures. You can also build awareness by linking your Facebook page on Twitter and in your blog. Gain additional fans by posting a targeted ad or by encouraging your Facebook contacts to "like" your fan page.MYTH: When fans like my brand, they will start talking about it.Until there's something to talk about, fans won't talk. How do you coax your fans into beginning a discussion? You have to start the ball rolling yourself. Post status updates, photos, videos--anything connected with your brand. Encourage Facebook fans to be more active on your page by asking them a question they can answer or by holding a contest that includes a prize for the winner. Keep in mind that more users will participate when you advertise your contest.MYTH: It doesn't matter what people write about my brand on Facebook.Many brick-and-mortar companies don't understand the strength of social media. They shrug off the complaints posted on Facebook and other social networks, dismissing them as unimportant. These companies don't understand that everyone has a voice on Facebook, and anything posted by a Facebook user will be seen by hundreds of that person's friends. The people who complain about your company may not be household names or uniquely important to your brand, but their opinion of you will be read by hundreds of other people. Their words will influence how their friends think about a brand, person, or entity, which is another form of company advertising on Facebook--a very negative one. What can you learn from this? Pay attention to what your fans are saying and then respond.Just as you need to take care of your offline relationships, as a brand you also need to look after your online relationships. Pay attention to your fans and followers. Interact with them. Get to know them better. Find out what they're thinking. As you build relationships with your fans, you will discover that marketing your brand on Facebook not only expands it online, but you will also learn valuable information that will help you build your business.
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