Infographic Of The Day: How To Use Facebook To Market Your Brand

A super-useful infographic detailing everything from the various rungs of Facebook fans to the real secret sauce of Facebook: The math that decides what appears in your latest-news feed.

On its surface, Facebook seems incredibly simple. Likes and friends and walls and albums all appear to explain themselves. And yet you scratch the surface just a tiny bit, and things immediately get complicated. And if your company runs a Facebook page, things get even more complicated. Who is this sea of people who "like" your page or your content? And how on earth do you channel that enthusiasm?

This useful infographic from Moontoast--a company that makes e-commerce platforms for Facebook pages--lays out some of the more subtle aspects of the entire "like" dynamic. It lays bare the different species of fan, and concludes that each one should be approached with a slightly different pitch in mind.

This becomes particularly clear when you chart the different ways that a fan can like you. For one, they can like a page on your site (this article, for example). Or they can actually like your Facebook page. Or they can even log onto your page via Facebook Connect. As Moontoast points out, there's a vast gulf between each of these levels of engagement and each one allows a company to reach someone in a different way:

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Given all that information, it makes absolute sense that you'd engage with various rungs of fans in different ways. There could be, for example, different levels of content and special offers you award each type of fan. The trick, of course, lies in the service design: How do you design your programs so that it's totally clear that the user will be rewarded for engaging with your page more intensely?

If these rewards don't feel focused or personal enough, then you're just shouting into the wind (after all, how many times have you been bombarded with an offer that was just a lame attempt to hook you for your personal info?). With all this in mind, it's surprising that there aren't more subtle ways to build reward systems into the like process. For example, let's say you're Target. And let's say that you unveil a new marketing campaign. If some people like your commercials, then the more people they expose you to via their Facebook wall, the more rewards they should get. And likewise, if they like a product on your site, leading to sales among their friends, they should get even more rewards. The customer could get periodic updates saying things like "5 people in your network also liked this thing, therefore you get a $10 coupon!" In turn, that stream of information might drive that consumer to more and more engagement over time. And you know what? I'll bet Facebook could charge a hefty premium to companies for access to that API.

Anyway! There's your free idea of the day, Facebook and brand marketers. Let's get back to the infographic. Most of the information above is presented in this handy dandy summary chart:

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You'll notice that the nugget tossed in there right at the bottom is something that we all take for granted: The winnowing of stories that appear in your Top News feed on Facebook. Before displaying a post in your feed, the algorithm behind it takes into account how close you are with the original poster, how much the actual post gets liked, and the time since it was posted.

Given all the attention lavished on Google's Page Rank algorithm, it's sort of a wonder that more attention isn't paid to Facebook's Edge Rank. After all, that's the real secret sauce for Facebook and the single thing that can decide whether your page is merely liked--or loved.

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40 Comments

  • Masuduzzaman Suhail

    Thanks for providing a complete structure for marketing our brands through Social Media. The people who read this article must be able to run their Facebook social campaign safely.
     

  • Debbie Miller

    Love infographics! Great way to relay information for people to understand. Will definitely share on my fanpage. Thanks!

  • Lace Llanora

    Stumbled upon this great infographic from Mari Smith on Facebook :) I particularly like that simple explanation about Edge Rank. I see several FB pages updating regularly but are not engaging with anyone!

    The more you engage, the more visible your brand will be on Facebook.

  • jackreese

     

    There are some extended permissions
    for direct communication with an app user: "Access posts in my News Feed",
    usually goes along with "Post
    to my Wall" and "Send me email".
    Some nasty stuff too, an open door for spammers :)
    BTW, when I was looking for a contest app for my
    page, I went through a dozen of different apps and I couldn’t find a single one
    that requires only the basic permissions. The only one I found was toptabapp,
    but now I’m not sure if it’s viral enough, since it doesn't post messages automatically :)

  • Oorah's Fiveish

    Excellent tool to explain how to use facebook for business. How would you use facebook to market a non-profit? I will forward this article to my coleagues!

  • Christian Fox

    "like a facebook fanpage" can also add a badge within "activities and interests"... shouldn't this be listed as well?

  • Rob Birgfeld

    Emily's point is correct. You can publish updates from objects (on a site) that are communicated via the newsfeed. Seems like few people are taking advantage of these opportunities-- but wonder how they might be embraced if it was used more frequently.

  • Jason H.

    Re. Moderate Engagement: I'm not sure what the infographic is referring to when it says fan pages can "send direct Facebook messages to all fans." Fan pages can send "updates," but those go into a preselected sub-folder of the inbox that no one looks at. There's no way for fan pages to send direct messages to fans outside of an app.