A typical marketing campaign for Facebook might include the following elements:
• Establish a Facebook page for your brand. Content is king: have interesting, original content that visitors can be enthusiastic about. Acquire fans.
• Use comment and feedback tools to develop fan comments. You want visitors to engage with your content. You can also encourage bloggers to develop content for your page.
• Develop a community of users. Try to encourage fans to talk with one another, and develop new (free) content for your page.
• Encourage brand involvement through videos and rich media showing products being used by real customers.
• Use contests and competitions to deepen fan involvement.
• Develop display ads for use on other Facebook pages.
• Develop display ads for use in response to social search queries.
• Liberally display the Like button so fans share the experience with their friends.
• For more information on social marketing using Facebook, see Learning Track 7.1. Table 7.3 provides some examples of Facebook marketing campaigns.