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Branding Opportunities on Facebook

December 17th, 2007 Posted in Facebook

My first post discussing Facebook was published December 3rd, entitled “Facebook Advertising Sure Needs Work,” I discussed cost-per-click opportunities for advertisers.  Although the Facebook team has done little to improve their CPC advertising program, I have to admit that their sponsored company groups are a step in the right direction.  One of the first on the scene was Febreze, launching their “I Tell Febreze what Stinks” campaign.  Want viral?  Look no further than Facebook.

There are Facebook groups, and then there are sponsored groups.  Sponsored groups within Facebook are a phenomenal opportunity for advertisers to experiment with viral marketing at it’s best.  You may be thinking, I just tore Facebook a new one by trashing their CPC advertising platform, and want to balance the scales with a positive article.  As I’ve said before, I tell’em as I see’em.

Branding opportunities abound with Facebook’s sponsored groups.  Here’s why:

  • CPM’s are low, making Facebook an attractive component for advertisers - not necessarily for revenue generation, but certainly for branding opportunities and exposure.
  • Audience.  Facebook is pegged to exceed 60 million members by the end of 2007.
  • Creative.  Thankfully, advertisers have the opportunity to upload images, and video into their groups.
  • Viral potential.  If a company is able to attract a few high-profile Facebook members with numerous contacts, chances are a few of them may be attracted to an innovative hook.
  • Another front.  Because it’s a group, employees can join and address group member concerns - good and bad.
  • Familiar territory.  Facebook members are statistically less likely to trust CPC ads within their mini-feed or profile because they are likely to lead to external links - not so with sponsored groups.

From an online marketing perspective, Facebook is luke-warm.  Members are inherently unlikely to buy into revenue generating schemes within Facebook.  So the appeal to potential customers on Facebook has to come from other, more creative avenues.  If your company has a creative and viral approach, a sponsored group may be the route to take.

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