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Category: Colin Smillie

Building Your Brand In Facebook

Unless you’ve been in a digital cave you’ve probably heard of Facebook’s amazing penetration in Canada. Like many of its earlier counterparts, Facebook provides some great opportunities to build your brand online.

Facebook Advertising Options

The first place to start is with Facebook’s self-service advertiser option. Facebook provides the ability for advertisers to create self-serve “Facebook Flyers”. You’ve probably seen this in your Facebook dashboard inter-mixed with your friend updates. The flyers that I see most often are for the Sony Playstation or the Honda F1 groups. It’s fairly easy to create these flyers but it’s not clear how often they are used. When I informally polled some Facebook users, most people had no recollection of ever seeing these links so I’m not certain what kind of response rate they generate.

Facebook also provides a custom integration option. In most cases this solution involves developing a branded group. Both Sony and Honda F1 have branded Facebook groups. Ironically, these branded groups are more difficult to find than user-created groups on the same topics. Custom integration is not available without signing an agreement with Facebook. The costs for a branded group are not directly revealed but it’s rumoured to be expensive.

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