Facebook: Very Useful for Marketing and Recruitment
23 July 2011
Read by 3321 persons
Launching a product, opinion polls, visibility, refining a strategy… several reasons push companies to create a Facebook page. The decision must be part of a carefully considered communication strategy.
No one needs an introduction to Facebook. This social network is no longer dedicated solely to individuals. A presence on the network has become almost essential for businesses. But before launching, it is important to understand the challenges of this social media. Philippe Montant, CEO of Rekrute.com, an e-recruitment portal, explains why.
1. Companies are increasingly using Facebook to communicate. Is this a fad or a real strategy?
Thanks to the development of information technology, social networks in general have grown in importance and, naturally, have become real communication tools, but also tools for monitoring, recruitment…
Some sites are very important HR monitoring tools where companies can find rare profiles, difficult to find using classic methods.
Therefore, the enthusiasm for Facebook results from its advantage in terms of low accessibility costs and the ease of reaching a public that is not only internal but also external, including international.
2. What does a company gain from being on this network?
First, it has become both a marketing communication channel and a way to reach consumers directly.
This allows for the creation of new forms of communication with consumers, beyond traditional formats.
Facebook is the ideal platform to start an online presence and establish a foothold. It's a way to communicate about the launch of a new product or service, an event, to do targeted advertising.
It's also interesting for boosting sales by reaching a previously inaccessible population, finding new customers and why not making online sales.
The social network also allows for monitoring thanks to what is said about the company's products and services.
It's also a way to get users to collaborate by involving them in the product design process, gathering their opinions, suggestions, and exchanging ideas on projects.
Finally, the network is an excellent tool for conducting opinion polls, surveys… to better refine its strategy.
3. Facebook is a communication channel. Isn't there a risk of duplication with the company's institutional website?
No, because they don't have the same purpose. The institutional website is set up to inform internet users about the company's activities. Basically, it's a fixed platform while Facebook is there to allow an exchange of information between users. The network is used to bring traffic to the site. Facebook is more interactive.
For example, local companies are starting to use Facebook for their recruitment campaigns or product and service launches…
4. Are there any risks for the company? If so, which ones?
The first and most important is that the company's image may be misunderstood if the decision to open a Facebook page is not part of a clearly defined communication strategy.
For example, if the company opens its page to all employees without any means of control, and especially if the employee speaks on behalf of the company, the latter may, intentionally or not, spread messages that are harmful to their company, or even confidential or strategically critical information.
Social networks are uncontrolled spaces of expression where you can have both good and bad. The risk is that the company may not be able to cope with excesses.
For example, it is not a matter of taking strong positions on controversial topics.
5. So, what should you put on a Facebook page?
You have to be very careful about the content. One of the main pitfalls to avoid is not reproducing the information from the company's website. The Facebook page must be interactive and requires more news.
Some companies have a very developed communication culture and managers have some freedom to announce the release of their news on their blogs.
This is why you need specialists in communication and marketing to monitor the pages.
6. You're talking about community managers?
Exactly, social networks have boosted the appearance of these new profiles. This job doesn't exist in Morocco although we have had requests from large local companies. These are people who can manage the creation and animation of a community of users. Their role is to ensure the promotion of the brand and its products by disseminating and directing messages defined by marketing.
It should be noted that there is no training dedicated to this new profession. However, candidates with a marketing or journalism background are sought after for their writing skills. The position of Community Manager requires excellent knowledge of internet users' habits and mastery of web 2.0 marketing tools.
7. How to exploit the feedback from this social network?
Facebook can provide valuable information, if properly exploited. In particular, all customer comments (problems, suggestions…) that will internally feed reflections and decisions to improve the product or service.
Brahim Habriche.
Published July 20, 2011.
Posted online July 23, 2011.
www.lavieeco.com
