Facebook Search & Social Media Marketing

The area of Social Media Marketing is one that is not fully understood by anyone, at least that is my view, everyone is still learning and wondering just how to make use of the medium. Sure some have got quite a good handle on it, but to be sure none know it all.

Twitter and Facebook

The two big names are of course Twitter and Facebook. My take is that these are two are very difficult animals, Twitter being more B2B focused than Facebook and easier to use too. Both take a hell of a lot of time IF you want to use them to full effect, something that few businesses are doing these days.

To Broadcast or To Have a Conversation?

Most business use Twitter as a ‘soap box’ from which they can broadcast messages about their products, whilst also keeping a ear to the ground, all the time checking if their brand is being mentioned. Where such comments are negative they quickly move to stop any rot, and where they are positive they’ll be sure to thank the Tweeter, all in the name of brand protection.

Of course the correct way of using Twitter is to engage with Twitterers and have a conversation. However, this is not as easy as it sounds and is very labour intensive – believe me on that one...

Facebook a Complex Beast

As for Facebook, this is a much more complex beast (and not one that I have a total handle on yet) and one that will in my view take even more time to use correctly than Twitter. Both have search facilities, and it is the latter that is causing ripples, at least for Facebook.

Facebook Search - A Lot Different From Google

The issue that is causing the big brands to scratch their heads is the way that the Facebook Search Engine works. Businesses using Facebook will of course want to be found for words associated with their brand, but unlike traditional Search Engines, getting listed in the top 8 (you have to be there or you can forget it) is not simply about the keyword density or the way a Facebook entity is created. With Facebook, it is all about ‘Friends’.

Brands therefore have to make sure that they have Friends who use the keyword they want to be found for in their name or on their walls. The places that their friends go is also taken into account, as is the number of fans and likes. All very complicated in my view and it will take some more digging before all is fully understood. One thing for certain is that because of the way that the Search Engine works is that if you are not in the first 8 then you can’t be clicked on and that means you can’t get a Like or a Friend to vote for you. Worse still while you are failing to get those all important votes your competitors (in the top 8) will be strengthening their position. If this is truly the case, it means that once you fall out of the top 8 you may never get back in.