Ben & Jerry’s Excellent Facebook Adventure

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An interesting article from Mashable! popped up earlier in the week which looked at how some brands are using Facebook to engage consumers.

Ben & Jerry’s, Adobe and the Fast & Furious movie release have all used the network in an effective manner recently as part of their overall brand strategy, the results of which are now being promoted on Facebook’s Marketing Solutions . The page is complete with case studies from the above brands, tips and how-tos, and discussion with marketers on how to get the best out of the site.

Adobe engaged design students with a ‘real or fake’ photography campaign using their Photoshop tool, to promote substantial discounts on their software that they were offering this target group. The campaign registered outstanding levels of interaction that eventually translated to sales.

By adding unique content about the new Fast & Furious movie to Vin Diesel’s fan page, the star added an additional 1million fans in a couple of weeks, helping the film register a strong box office result.

Ben & Jerry’s enabled users to share fun and personalised content with their friends about their favourite Ben & Jerry’s flavours, published in their news feed.

Since the rise in popularity of online social media, commentators have been speculating on how sites such as Twitter and Facebook will ‘monetise’ their growth in user base, like Google did with search engine marketing. Many brands have also struggled to come to terms with how they should position their brand on these networks.

With any social media play (and like the examples above), the primary objective must be to add value for the consumer; offering more opportunities for consumers to engage with the brand, where, when, and how they want to. This can only start from having a social media strategy that understands the consumer, the market the brand operates in, and how best they can add value to the consumer on an ongoing basis.

copyright FRANk Media 2018