The Value of Facebook

Columnist - Sandra Fong Young

A new study was just released by Syncapse Corp., a digital consulting firm, that found Facebook "likers" (previously known as fans) are worth about $137 each to a business.* But how does liking a Facebook business page benefit you, the consumer?

Facebook business pages are meant to engage current customers and entice new customers. They are a marketing tool beyond a simple advertisement or press release that provides customers with valuable information, offers and participation opportunities.

Why Should I Participate?

Events, polls, special deals, sneak peaks, recalls, menus, contests, business announcements, idea/feedback submission opportunities, rewards for being a fan, tutorial videos, discussions, FAQs, recipes and more -- that's why.

What Should I "Like"?

Consider the products/brands/companies that you interact with regularly. Do your kids eat a particular snack after school every day? See if it's on Facebook -- the page may include a coupon or ideas on how to prepare the snack differently. What about the charities that you like or events that you frequent? What's in your neighborhood, or what businesses are in the area where you are vacationing next? There's a lot of pages out there, and at least a few of them will be things that interest you already -- so why not "like" them and see what they can do for you?

How Do I Take Advantage of the Pages I Like?

Be sure to check the actual pages that you follow. If you just rely on your news feed, you may miss postings and interactions with other likers. Click on "Most Recent" on your Wall to catch timely specials and contests. Review each page that you like. For example, note if the business posts regularly scheduled contests on certain days/times to increase your chances of winning. Really really like a particular page? Recommend it to your Facebook friends. There may even be additional benefits for referring new likers.

Who is Active on Facebook?

A few examples:

McDonald's: The company recently provided its likers with valuable information regarding the Shrek Forever After™ promotional glassware recall. It also includes a variety of menus to browse through.

Oreo: Are you a dunker or a nondunker (of Oreos in milk that is)? Become a liker to vote on which dunker or nondunker commercial jingle you like best. Lots of Oreo "Fun Facts" available, too.

Nokia: Always wanted to make an app? Nokia is now accepting ideas on its Facebook business page. Some existing apps also available on the page.

iTunes: Join the iTunes page on Facebook, and get 15 songs free. In addition, the page includes a helpful discussion section for all those random questions you have.

Facebook: Have any other questions? Check out Facebook's own business page and its FAQs on different topics. And since Facebook is ALWAYS changing things, "like" this page to be one of the first to know what's going on.

*This value was determined by the following factors: product spending, brand loyalty, propensity to recommend, brand affinity and earned media value.

E-mail: TheMomMarket@gmail.com
Twitter: http://www.twitter.com/san_dyego
Sandra Fong Young is a public relations account executive at J. Walcher Communications and freelance writer.