The evolution of Facebook Since its creation by Mark Zuckerberg, Facebook has been spectacular. In its beginnings as a university social network, Facebook has transformed into a global platform that not only connects friends and family, but has also established itself as one of the most important tools for eCommerce and retailers.
On its tenth anniversary, Julien Meraud, Marketing Director of the platform Rakuten.comshared Key Tips for Retailers to Maximize the Benefits of Facebook in their strategies and reflected on the future of eCommerce and social media in the next decade.
How Retailers Can Harness the Potential of Facebook
# 1 - Show the value of engagement
Julien Meraud emphasizes the importance of the likes as the first step in creating a bond with the consumer. However, this bond must go further. According to Meraud, “The next step is to get them to participate in your content and show them the value of being in your 'club.'” Engaged fans consistently interact with the brand, which positions it higher in their news feeds, increasing its visibility and reach to new audiences.
To enhance this commitment, Meraud advises using incentives such as free deliveries, exclusive discounts or contestsThese not only motivate interaction, but also lead members of the social community to take action, such as visiting the website or making purchases.
#2 – Treat your community like your friends
Instead of using aggressive sales techniques, Meraud recommends conceiving Facebook as a space to show the brand personality and develop a close and friendly relationship with followers. To achieve this, some key tips include:
- Post relevant and entertaining content that fosters fan loyalty.
- Opt for visual and exciting posts, such as photos and videos that have the potential to be shared widely.
- Ensure that the content is always worth sharing, ensuring that add value.
#3 – Extend good customer service beyond your store
Facebook is more than just a sales channel; it is also a key tool for customer service. According to Meraud, “The power and reach of this network means that your customer service offering must be consistent.” To manage complaints and resolve problems effectively, it is recommended respond quickly to users, preferably by private message, to keep incidents out of the public space.
Facebook's Advanced Features for Retailers
Facebook's role as an eCommerce platform is not limited to social interaction, but offers specialized tools such as:
- Facebook Shops: A solution for brands to create virtual showcases directly on the social network.
- Marketplaces: Ideal for connecting with consumers in specific locations, offering segmented products.
- Facebook Ads: Advanced tools for audience segmentation and high-impact campaigns.
Forecasts for the next 10 years
According to Julien Meraud, the brands that will succeed in the next decade will be those that achieve a Deep understanding of your community on FacebookRakuten internal data shows that customer visits from Facebook are 40% more valuable than an average website visit.
“Imagine being able to engage your community through exclusive rewards, such as discounts and personalized offers based on their interactions,” says Meraud. “This could translate into highly profitable loyalty programs for retailers.”
Facebook will not only be a sales channel, but a tool to build long-term relationships with consumers, understanding what motivates them and how to offer them products and services at the right time.
Social networks continue to gain prominence, so betting on marketing strategies is a good way to Facebook engagement could make the difference between success and stagnation for any retailer. The opportunities are endless, and the only thing needed is a well-planned and user-focused strategy.