Facebook has connected with 250 million users -- a milestone for the social networking site.
"For us, growing to 250 million users isn't just an impressive number; it is a mark of how many personal connections all of you have made, and how far we at Facebook have to go to extend the power of connection to the billions of people around the world," wrote founder Mark Zuckerberg in a note on his Facebook page.
Here's how businesses can take make connections with that burgeoning audience.
1. Introduce New Products
Take a page from McNeil Pharmaceuticals, maker of Splenda, a sugar substitute. Splenda created a Facebook following specifically to form a sample group for its proptype product, Splenda Mist. Fans of the Splenda page were offered the sample. To date, Splenda has given away more than 16,000 samples of the new prototype product in a mere two weeks. That's a far more targeted -- and therefore effective -- way of giving away free samples because the consumers are qualified: They want the product.
2. Offer Discounts
Dell did this recently on Twitter, by offering discounts exclusively to followers of @DellOutlet. The concept can be applied to any social networking site: Offer exclusive discounts to followers. It's a great way to get to know the demographics of this segment of your business as well; if it's college students who are among your fan base, tailor solutions and promotions just for their interests (free tech support offers on Wednesday evenings in September for back-to-school, for example, or sponsor a free Webinar on popular programs, such as Photoshop).
3. Increase Brand Awareness
There are 250,000,000 Facebook users who represent potential customers. Facebook is a terrific way to get a brand's message out there. Remember, one Facebook page does not fit all; businesspeople want something different from parents, who want something different from gamers, students and teachers. A successful plan might mean creating separate pages for a diverse customer base. Those customers are in essence prequalified: They won't join a group unless they are already interested. That's a distinct advantage over broadcast television, which has very limited screening capability. Social networking is a tool that can help you reach hundreds more qualified customers but, like any tool, must be used wisely to reap the most benefit.
