Most people by now have heard of Facebook, MySpace or both. It is a social media tool that is popular among my generation and younger. You can create your own personal page with pictures of you and friends; add information about yourself and interests; stay connected with friends and meet new people.
But should Facebook be used as a way to connect with target publics?
Companies are starting to use these social media tools as a way to reach target publics. These social media tools can work, if done correctly, wonders for the company, for example Joan Voight writes about how Target succeed in using a Facebook page in “Social Marketing Do’s and Don’ts.” For the 2007 back- to- school season, Target created a page targeted towards college students. Their page worked well because Target’s image was already one of a “hip, mode brand for the masses” that was particularly strong with college students.
Target focused its page around a party-planning theme and gave tips on surviving dorm life. Target also changed its tone from its standard “Hello, Goodbuy” slogan to words like “awesome.” Another important part was the option for consumers to comment on the Facebook page. This gave them the ability to voice their opinion making Target’s page less like an advertisement and more like any other page.
Voight also points out that not all companies have success while using social media tools. Such as Wal-Mart who tried to create an image of the store that did not exist already—trendy. Wal-Mart also didn’t allow discussion boards by visitors on the site, which left people to leave wall posts. The posts were not pretty. The majority of the posts commented on the company’s labor practices and corporate reputation. Social media didn’t work for Wal-Mart, because; they created an image of being a trendy store, which they are not known for; and social media is not one-way marketing, which makes it easier to avoid addressing Wal-Marts controversial nature.
Facebook and other social media tools can be an effective way to boost your company’s image, but it needs to be used appropriately and done properly, or it can backfire terribly.
