Not Just About the "Like:" Facebook as Marketing Platform - AJ Vernet

It39s all everyone is doing and talking about these days with Facebook nearing 1 billion users You realize that39s almost 15 of the world39s population If Facebook were a country only China and India would be bigger Half of my conversations with clients tend to be about how to integrate properly with Facebook and how to capture more likes interactions and fansAt this point Facebook isn39t just a social fad where people post armout chinsup photos at cool parties and announce that you quotlikequot the cutest dog in the world It39s become a network of human interaction that is constantly reaching further and further into the veins of the Internet And believe me there are no plans for it to stop growing or stop being an influence or stop determining how we communicate with each other Its growth is fueled by the Facebook Platform39s development motto of quotMove fast be openquot Facebook will continue to grow with a society that is constantly being given new ways to share and interactWith all this growth and influence Facebook is just too big not to have a plan for everyone Brands on the other hand continue to try to engage their consumers through Facebook but often struggle on two fronts 1 strategy and 2 productionI can39t pretend to be a strategist for Facebook but I live on Facebook as an individual and I help brands build the very experiences that have survived the brand39s strategy period In short I engage both sides I39ve quotlikedquot a few brands But I39m not sure what that meansBrands have engaged audiences on a oneway pipeline forever TV spot They make it We watch it Print Ad They make it We look at itNot with Facebook Facebook suddenly gives the audience a voice to like dislike no button you have to say it possibly even love or hate They can embrace or lash out and I bet this leaves brands feeling a little vulnerable It39s suddenly a relationship and everyone knows that those can get complicatedTherefore brands have hired armies to analyze provide a point of view and help them navigate Facebook as carefully as possible Brands ultimately discover that a quotsafequot page about their business with benign commentary or a fun little app that quotsomethingizesquot a picture doesn39t really move the social needle Or if it does it doesn39t for longThus whether brands are asking directly or Facebook is just paying attention Facebook has a strategy to helpOn April 18th Facebook announced the Preferred Marketing Developer Program This article will go on forever if I break down every badge and initiative that Facebook intends But in short as it says on their site Facebook39s mission is simple quotTo help developers build products that make social marketing easier and more effectivequotAs it happens my company has been selected by Facebook as a PMD Being a development company we concentrate on how to build for Facebook Strategy inevitably trickles into our world and we39ll happily advise our clients if their strategy is misguided or counterintuitive to the build or user experience But our primary purpose is to developDevelopment for Facebook can be tricky Much like the roads of a large city Facebook is always under construction The frontend experience may stay the same but the backend is in constant flux which makes development for Facebook a challenge Since we have a direct relationship with Facebook our PMD status comes with the opportunity to see under the hood know how the platform is evolving and therefore develop faster and more effective Facebook experiences for our ClientsSo as the Facebook infrastructure grows we too can grow with it and the questions we should all be asking ourselves is what39s the best experience we can offer our audience so that in turn they become evangelist for our brands We should all embrace the opportunity to leverage Facebook to its fullest potential as a platform amp8211 and for our brandsAJ Vernet is Founder and CEO of Rey Interactive which is a Los Angeles and New York based digital and video production company positioned to partner with agencies creative firms publishers and brands as a scalable and seamless production resource AJ can be reached at ajreyinteractivecomRead all AJ39s MediaBizBloggers commentaries at Cup of YoCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Not Just About the "Like:" Facebook as Marketing Platform - AJ Vernet

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