With over 600 million active Facebook accounts, this ubiquitous social networking site is a potential marketing gold mine that has attracted the attention of the business community almost since its founding.

Due to the unparalleled opportunity to reach and engage with a targeted audience, all businesses, both large and small, should consider adding a Facebook fan page to their marketing plan.

A professionally designed fan page can take full advantage of the vast networking potential of Facebook while promoting your company’s credibility to current and potential customers alike.

The social proof aspect of Facebook

Facebook takes advantage of the principle of “social proof,” a psychological term popularized by Dr. Robert Cialdini, author of the groundbreaking book. Influence: the psychology of persuasion.

The best way to demonstrate the power of social proof is to provide an example we’re all familiar with: We seem to instinctively know that people are more likely to go to a busy restaurant than an empty one because the food must be good or the people would. not be there.

A similar phenomenon occurs when a friend of a Facebook user “likes” a particular update or business on Facebook. Since he trusts his friend, he gives his decision more weight and is more likely to investigate and consider the information he has just approved.

Another benefit of this is when you “like” what your friend just liked, your own circle of friends sees it and the process becomes exponentially larger and can become a trend. This is what is known as going “viral.”

From a business standpoint, a simple Facebook fan page update has essentially become a free advertisement for your business that has just been broadcast to an exponential number of potential new customers.

Since there is currently no limit to the number of users who can like a Page, this potential list of fans is practically limitless.

Are you starting to see the exciting possibilities of having a Facebook fan page?

Facebook allows organic targeted marketing

But what’s really remarkable about Facebook is that your fan page update (read: product announcement) isn’t advertised to totally random people: it comes from trusted sources (essentially, the “word of mouth” recommendations of your users). own friends) and is frequently broadcast to people within the same age group or geographic location as the original fan.

This organically available targeted marketing on Facebook has reported click-through rates up to ten times higher than regular paid ads.

Facebook truly is a marketer’s dream come true!

Facebook users are loyal and expect a consistent experience

Since fans of your Facebook fan page have access to updates and promotions within the Facebook site, a website they already belong to and visit frequently, this has an obvious advantage over, say, mailing lists. traditional ones that do not guarantee that an email will actually be sent. read by a busy customer.

It’s also important to create a sense of belonging and brand identity that your fans can relate to. That’s why creating a page that is in harmony with the company’s overall design, marketing tactics, and philosophy ensures attention and brand loyalty.

Facebook users are passionate

Beyond the advertising potential of Facebook fan pages, a business can get exceptionally accurate feedback and respond to it in a timely and personal manner. Comments from people sharing their personal experiences allow a company to really get to know its users, as they are more likely to leave messages on the company’s fan page wall when all it takes is a simple click of a button. button instead of the arduous task of writing an email.

And there’s another benefit for businesses: Responsive fan page owners come across as genuine and caring towards their customers. Adopting this kind of attitude will put you far ahead of your competition.

You get as much as you put

It’s not enough to create a professional Facebook fan page and expect a community of passionate consumers to rally around your product or service. You need to take an active role in keeping your Facebook followers interested and engaged. This is achieved by making frequent updates and providing your customers with quality information and benefits such as coupons, specials and exclusive offers.

With thoughtful responses and frequent updates, you can create and foster a sense of community between your fans and your brand. This results in closer communication that ultimately translates into increased customer loyalty, a highly sought after and valued relationship that most business owners struggle to achieve with their customers.

Facebook is here to stay

Other social networking sites never really realized success and achieved this kind of admission into the psyche of popular culture. Somehow, Facebook seems to have achieved a critical mass that makes an investment in building a presence there worthwhile in the long run.

In all likelihood, what drives this growth and sustainability is exactly what would benefit your own business the most: Rather than appeal to niches, this social networking service has managed to attract users from incredibly diverse backgrounds, age groups, and locations.

Bottom line for your business

All these factors, added to the potential growth of the network itself and the tools it provides, make Facebook Fan Pages a marketing tactic that should not be ignored.

Furthermore, it is an extremely valuable means of advertising for a minimal investment. That’s why I strongly urge all businesses to consider the benefits of a professionally designed fan page that will potentially showcase your company’s brand to 600 million Facebook users.