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Integrated Marketing Association

Facebook Marketing

In 2004, Mark Zuckerberg founded Facebook. The rest, it seems, is history—a history that has even been memorialized on screen in the 2010 film “The Social Network.” Based in Menlo Park, California, the social giant employs almost 14,500 people in over 50 offices and data centers in the US and abroad. At last tally, Facebook reports it has 1.71 billion monthly active users, and 1.57 billion of them access their accounts from mobile devices.

That’s Facebook by the numbers, but the platform has done more than grow its workforce and user base over the years. It’s also changed how people communicate—and, in the process, opened doors for companies to develop entire social strategies aimed at humanizing their brands, spreading their voices and messaging, and building brand awareness and advocacy.

Much like social media marketing overall, Facebook marketing is a process. Advertisers can place paid ads on the platform, including videos, images, promotions, and more. They can also pay to boost certain posts and target audiences that will be most receptive to those messages. Retargeting is an option, too—that is, if a consumer leaves an online shopping cart empty at another site, advertisers can retarget ads featuring those abandoned products so they appear while that customer is scrolling through their Facebook Newsfeed or Timeline. In addition, the platform allows advertisers to analyze the metrics of their efforts to determine the return on investment (ROI) using its own algorithms.

Besides placing ads, Facebook marketing strategies often include tactics like profile optimization (for exposure—i.e., ‘likes’ and ‘shares’—and SEO) and initiatives aimed at boosting engagement. Facebook marketing is also a cost-effective way to announce promotions, distribute multimedia content, and engage with consumers.

There are many social media marketing tools listed on Martec Showcase designed to help marketers get the most out of the social media marketing and advertising.

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