Keynote Address: The Case for Facebook and What Your Business Needs to Know
Presenter: Brian Solis
The Facebook Success Summit 2010 got underway last night with a thought-provoking keynote address from Brain Solis, Author of Engage: The Complete Guide to Building, Cultivating and Measuring Success in the Social Web and principal of FutureWorks, where much of his work focuses on how businesses can get the most out of Facebook.
Like its predecessor, Social Media Success Summit 2010, the Facebook Summit got off to a compelling start and promises to be a very rewarding experience.
The theme of the keynote was that Facebook is a force to be reckoned with, underutilized by many types of businesses, destined to continue its explosive growth over the next year and Twitter will start to fade away.
Facebook is deserving of more respect and recognition as a character of its own than it received in the recently released film, “The Social Network”.
Main Session Takeaways:
- Facebook became more than a social network when it eclipsed the 500 million user mark: it has become its own ecosystem.
- Solis predicted that by this time next year, you as a brand (or brand representative) will spend more time and resources on Facebook than you will on Twitter.
- Facebook is designed to keep people sharing. It’s organized, designed to act as a center of experience, whereas Twitter is not.
- Twitter celebrates the ME in social media and can easily transform introverts into extroverts. With respect to brands and businesses connecting with customers, etc., it’s a network that’s not really competing for mind share, prominence or service as you are always competing against the next tweet in the stream.
- Conversely, Facebook is a platform in and of itself where the message is not the medium. Community pages, groups and events are all visible from within the Facebook platform. Therefore, it plays a much bigger role in building community and interaction than Twitter ever will.
- Many companies go wrong with their Facebook presence by following what Solis referred to as “The Fallacy of Social Syndication”: The idea that all you need to do in order to succeed with Facebook marketing is take one update and broadcast it across the web a few times each week. The truth is that to be successful with Facebook marketing, you need to create original content on Facebook and then comment and support it, responding to comments in a fashion that’s representative of your brand’s mission.
- There are so many users on Facebook now, users wonder where you are if you don’t have a brand page. However, one reason many companies haven’t embraced Facebook yet is they fear negative feedback. His position is that if you fear feedback, you have other issues to resolve BEFORE you become actively involved in social media outlets, including Facebook.
- He discussed the importance of companies recognizing that Corporate Social Responsibility (CSR) today goes far beyond making charitable contributions. It goes to understanding whom you are trying to engage and compel; what it is that’s going to move them and demonstrating that you hear them. Ignoring negative feedback is no longer an option. Instead, Facebook can and should be used to steer things in a positive direction.
- Don’t oversimplify social media. You HAVE to have a mission, define it and support it with your voice. Facebook can and should be a hub for expressing and carrying through on your mission.
- Fans, friends and followers are not created equally. A social consumer could be a customer, lead, prospect or idea generator. People affect how you communicate. Reputation, trust and relationships are earned through your action and words. Your actions result in your “social currency”, i.e. your social influence.
- Successful interaction through Facebook requires empathy. For that you need to find the right individuals to represent your brand because empathy is the difference between listening and hearing. You need to know what inspires people to share – what moves them – what their options and challenges are.
- To be successful on Facebook, brands have to change their content and distribution strategy in order to find ways to integrate and stimulate interaction. People need to believe they are at the center of the brand experience. Their attention becomes the major currency in “content commerce”.
- With Facebook, you need to continually earn engagement on a continuum – not through spikes and valleys.
- He offered a modern day version of the “KISS” acronym as it relates to social media and specifically to Facebook – “Keep it Simple and Shareable.”
- In the end, we earn the stature, relationships, and experience we deserve.
Did you attend this session of the Facebook Success Summit 2010? If so, what were your takeaways? If not, what are your thoughts on the future of Facebook and your experiences with using Facebook and other forms of social media marketing as a marketing tool?