Facebook 's evolution since its creation by Mark Zuckerberg has been spectacular. Starting as a university social network, Facebook 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 Rakuten.es platform , shared key tips for retailers to maximize the advantages of Facebook in their strategies and reflected on the future of eCommerce and social networks in the next decade.
How Retailers Can Harness the Potential of Facebook
# 1 - Show the value of engagement
Julien Meraud emphasizes the importance of likes as the first step in building a connection with the consumer. However, this connection must go further. According to Meraud, “the next step is to get them to engage with your content and show them the value of being part of your 'club'.” Engaged fans interact consistently with the brand, which improves its ranking in their news feeds, increasing its visibility and reach to new audiences.
To boost this engagement, Meraud advises using incentives such as free shipping, exclusive discounts, or contests . These not only encourage interaction but also motivate members of the social media 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 viewing Facebook as a space to showcase the brand's personality and develop a close, 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's also a key tool for customer service. According to Meraud, "the power and reach of this network means your customer service offering must be consistent." To manage complaints and resolve issues effectively, he recommends responding quickly to users , preferably via private message, to keep incidents out of the public eye.
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 their community on Facebook . Internal data from Rakuten shows that customer visits from Facebook are 40% more valuable than the 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 media continues to gain prominence, so investing in Facebook engagement strategies could be the difference between success and stagnation for any retailer. The opportunities are endless , and all that's needed is a well-planned, user-focused strategy.