Nyamweya is a columnist with a Kenyan print media.He is also a freelance writer with various online and offline media platforms
As one of the largest social media channel globally, Facebook undoubtedly presents massive opportunities for business to market themselves and widen their markets. A lot of businesses have rightly exploited this platform with impeccable results while some have not been able to achieve much due to poor approach. With the right strategy and approach, any business is poised to reap big from Facebook marketing and communication.
The high number of users on Facebook creates a market base potential and high exposure for any business (Ramsaran-Fowdar, and Fowdar, 2013). According to Jacobson (2018), a mathematics graduate from the University of Nottingham and currently a tax consultant at Pricewaterhouse Coopers, more than 1.4 billion users are visiting Facebook pages on a single day. This makes it the largest social media platform currently. Anurag (2016) attests that, on the current perspective, it is not possible for marketers to just ignore the potential to reach many audiences which is provided by the social media giant. By reaching more customers and getting more exposure, a company will be able to generate more earnings. Similarly, McCloud (2017) opined that by using the right strategy, Facebook can have a positive impact on a company’s returns.
On the other hand, each social media channel has a different taste for different users (Djurica et al, 2013). Hilde (2018) explains that with the existence of several social media channels, not all users will be found on Facebook. Rather, they will be spread out to other channels like Google+, Snapchat, Facebook, Pinterest, and Instagram. Tailor (2013) agrees that a company cannot just rely on Facebook as its sole marketing platform but rather diversify its marketing approach.
Despite the fact of the existence of many social media channels, Facebook is the largest of them and so has many users. Moreover, social media marketing works best through targeted communications. Since Facebook has users with specific traits, a business will be able to generate a significant level of impact in terms of exposure and widening of its market base when it uses the right strategy to reach its audience.
Anurag, S (2016). Managing public relations and brand image through social media. India: IGI Global Publishing
Paper: 32nd International Conference on Organizational Science Development: At: Portorož, Slovenia. Retrieved from https://www.researchgate.net/publication/273137769_Facebook_Marketing
Hilde A. M. Voorveld, G, Muntinga, D., & Bronner, F (2018) Engagement with Social Media
and Social Media Advertising: The Differentiating Role of Platform Type. Journal of Advertising, 47:1, 38-54, DOI: 10.1080/00913367.2017.1405754
Jacobson, B. (2018). Top 5 Advantages of Facebook Marketing for Your Business. Search Engine Journal, Retrieved from https://www.searchenginejournal.com/facebook-marketing-advantages/229849/ McCloud, A. (2017). Facebook: the top 100 best ways to use Facebook for business, marketing, & making money (social media Facebook business online marketing). Salisbury: Pro Mastery Publishing.
Ramsaran-Fowdar, R., and Fowdar, S. (2013). The implications of Facebook marketing
for organizations. Contemporary Management Research, 9 (1), 73-84, doi:10.7903/cmr.9710
Tailor G. (2013). Give Your Marketing a Digital Edge. UK: Global & Digital Publishing Company.