The importance which are beginning to acquire these social services in the online communication strategies and brand relationship marketing, opening up alternatives to the search engine positioning, especially in Google. Both paid (SEM), and the natural (SEO). Interestingly today has come a story that comes to endorse this idea. And it seems that Facebook has been the suit of the WIPO (World Intellectual Property Organization), responsible among other things, mediate and adjudicate on disputes relating to the ownership of Internet domains, and has divested some users Certain pages on social networking fans to the claim of institutions who reported feeling concerned, theoretically for reasons related to identity theft. Institutions that already had opened its pages for fans on Facebook, although curiously with fewer followers.
I'm afraid not to be treated isolated cases. Rather say that they will occur with increasing frequency. And the reason is precisely what alegábamos in the post we mentioned above, and is nothing that companies are starting to realize that its position in Facebook is going to be capital in their future strategies. It seems that a fierce war that currently exists between the companies to obtain a more relevant than its competitors in Google, will not take long to move to Facebook.
However, should make a few clarifications in this regard:
* We are not talking about the same concept of positioning that we are accustomed. Facebook positioning not be focused on the results of searches on the network (although these are still growing), but will be totally focused on users. It will be a social position. Companies will have to strive to build strong user communities around their brands.
* Those companies better understand the new rules which will be placed in a better position when it comes to harnessing the potential offered by Facebook, which are numerous. The rules are simple and can be summarized in one: add value to the user. And understood worth anything that offers satisfaction, from economic benefits compelling content, through the simple pleasure that for many is the ability to interact directly with brands, whatever the reason for this conversation. The Facebook page of a brand should not just be, as with some normalcy, the bulletin board of the company.
* If companies, organizations or institutions are determined to focus its efforts exclusively on accumulating more and more fans, and also to undertake are blinded crazily against users (probably his own fans) who have created pages on social networking options that revolve just around their brands, are showing they have not understood the rules of the game. Why bother them that users talk about them? Should do just the opposite, encourage such personal initiatives. In fact I fear that within a very short time be willing to pay for it. But first you must learn to appreciate the buzz that is generated on Facebook, and understand that instead of trying to control should aim to use it for personal gain. Of course, the first thing is to clarify and set your goals properly.
* On the other hand, we can not forget the position of Facebook. It would be convenient for everyone (Facebook, companies and users) that the network established in a transparent manner their criteria when closing pages of fans, when castrating such initiatives of its users. "Misappropriation of property intellectual, or against infringement of the right to free speech and free association? Therein lies the dilemma. But Facebook is not something that can be taken to the bullfighting, because it will make case law.
The conclusion that the fund can be drawn from this is that each passing day companies pay more attention to everything that is happening on Facebook, and by extension, all social networks. Phenomenon was initially taken as a joke, then as a hobby, and that can happen to end up as a pillar of their business strategies.
The SEO will soon have a sibling, but yes, a little ugly: Facebook Engine Optimization (each baptize you with the name you prefer). Hopefully, the elder brother not come jealousy. Now, going to have to share the inheritance.
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