Facebook Marketing and Advertising
Lesson 2: Understanding Facebook
Section Overview
Facebook is one of the most powerful tools in Social media. Facebook is driving
innovation and new functionalities that set the standard for other social
networks.
Objectives and Learning Outcomes
By the end of this lesson, you will be able to:
● Explain the role of marketing in the future
● Explain current social media landscape
● Describe the basics of Facebook
● Start the Facebook journey for your business
● Explain the options Facebook offers to businesses
Key Takeaways
Role of Marketing in the Future
The four key areas in marketing:
● Media Channels: Layer media channels over your website to share content with
your audience.
● Stories: Provide a mix of big and small stories that is easily accessible.
● Design: Use a style that attracts and engages audiences.
● Data: Capture audience data to build relationships and carry on
conversations.
Social Media Landscape
● Facebook as a business claims the top positions with Whatsapp, Facebook
messenger and Instagram.
● Facebook video and YouTube are leading the way when it comes to sharing
videos.
● Messaging apps like Whatsapp, Facebook messenger, and Wechat are
identified as popular social media platforms. This follows the trend of
businesses having more and more personalized online conversations with
individual customers.
Facebook Introduction
● Facebook was one of the first social media networks that made it through
to the masses.
● Their main objective is to give people the power to build communities and
to bring the world closer together.
● Facebook achieves this by enabling people to share and express what is
important to them and to discover what is going on around them and in
the world.
Starting Your Facebook Journey
● Your personal account is the starting point of all your Facebook business
activity.
● You need to enter your personal data, add your profile photo, and start
connecting with friends and share content.
● If you want to use Facebook for your business, you must create a separate
Facebook page. Facebook does not allow you to use your personal
account to promote your business.
● After creating the page, you need to populate it with the relevant business
information and start promoting your Facebook page to get people to like
it.
● You can then advertise on Facebook to reach your target audiences.
Facebook Options for Business
● There are multiple products from Facebook that businesses can choose
from, depending on their business requirements.
What Need Solution Organic Advertising Effectiveness
Reach
2
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individuals who share Groups members sign within the group
a common interest. Build up for your group. But community
community group, reach can be bond is strong.
around will be high. offered to
products or Engagement members
topic focused guaranteed. through
interests. posts.
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awareness and Page low (2-5%) different prepared to an
getting people excited Use as a depending on options in investment in
about the brand. gateway into engagement Facebook Ads advertising.
the Facebook levels around to increase
community to posted reach,
engage with content. engagement,
followers. and
conversions.
Develop one-to-one Facebook Conversations Use Facebook Very high when
conversations with Messenger and Ads to turn used for
customers and Use bots to engagement conversations customer
prospects. participate in are more into purchase service or for
engaging, important intents. catalog sales.
personalized than reach.
conversations.
Leverage events and Facebook Live Very high. Use Facebook Very high,
immediacy on social Connect with Facebook will Ads to along with
media. your followers reward you promote the guaranteed
in a powerful with higher Live event engagement
and organic reach before and through
immediate before, after the live Facebook Live’s
way. during, and broadcast. inbuilt
after the live engagement
broadcast. features.
Making the brand Instagram Very high. Use Facebook Very high when
come to life with Drive One of the Ads to required to
photos and videos. engagement fastest increase connect with a
and connect growing social reach, younger
with followers networks. engagement, audience.
and and Highest
influencers. conversions. engagement of
all.
