Facebook is a social networking service. As of September 2012, Facebook had over one billion active users. Users must register before using the site, after which they may create a profile, add other users and exchange messages, including automatic notifications when they update their profile. Nowadays many organisations and businesses have their own Facebook page and use it to build relationships and reach new people. Success on Facebook depends on driving engagement, i.e. getting more likes, comments, shares and fans.
Get inspired by Facebook
The FSAI launched Facebook in 2009 and has been actively engaging with its followers since then to build its profile (i.e. numbers of comments, likes, shares and fans). The FSAI is doing this in a number of ways which you can read about here.
Advantages of Facebook
- Appropriate for informal engagement with consumers if handled appropriately.
- Appropriate for interacting with interested parties.
- Good for defining who we are at both a personal and professional level.
- Can support outreach to new audiences. Facebook now also gives the option to promote content which can work quite well at relatively low costs.
- Can be a very effective channel for monitoring sentiment.
- Low cost
Disadvantages of Facebook
- In-appropriate for sensitive subjects if resources cannot be found to manage community discussions and needs.
- Handling complaints on social networking sites can be a problem or an opportunity.
- Necessary to actively engage in communication.
- High time & staff effort