Jake Higgins, head of growth at Forward Partners, on how you can leverage Facebook to build brand equity.
It’s hard to make Facebook work for brands unless you’re willing to pay-to-play. This trend is likely to continue with the recent announcement that Facebook have started a trial to move non-promoted brand posts out of the news feed. But there are still free tactics that work on the platform.
Creating a community of people with shared interests has been a fundamental part of human development for millenia. This is why Facebook Groups can offer a more satisfying experience than your general newsfeed. It’s similar to people pulling up chairs in a circle to discuss an agreed subject, rather than them making declarations on a town-hall notification board.
This has not passed Mark Zuckerberg by, especially as he responds this year to evidence that Facebook can make you depressed. He plans to prioritise “meaningful social interactions” rather than “relevant content” i.e. your friends, over brands....