How Facebook changes marketing and sales
August 17, 2010 |
Clara Shih, author of the book "The Facebook Era," sees Facebook changing not only the dynamics of personal relationships, but also the relationships companies, nonprofits and political campaigns have with their customers.
Forbes spoke with Shih after the Online Marketing Summit in Miami, among the things she emphasized was the power of "hypertargeting" via Facebook advertising, which lets you hone in on prospects by using details they have explicitly disclosed. For example, a sporting goods store with excess inventory for women's golf clubs can easily target an ad to be only shown to women who have an interest in golf and live near that store.
An important caveat: Shih says that if you use your Facebook advertising to direct people to an external website, rather than a Facebook page, about 75% of those people will immediately abandon your site. So it's much better to convert whatever content or application you're advertising into Facebook Markup Language (FBML), so it can be displayed as a tab on your company page.
Get the full story at Forbes
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