Facebook has become an online collaboration tool, allowing businesses to reach millions, inexpensively in specific demographics. Today, the online networking site claims more than 100 million active users.
The original target audience of Facebook were college students, who used the social media tool to write wall posts, share photos, or poke a friend. Today, businesses are exploring its collaboration uses, such as chat rooms or the use of MyOffice, according to Collaboration on Facebook: Serious Business, an article by Nudge, a social media agency.
Companies use Facebook to create a group or page, which supports their company initiative or promotes a product. Instead of meetings, companies are using chat rooms, within Facebook, to share ideas. The Facebook application, MyOffice, allows users to collaborate with clients, organize events, and schedule meetings. Each of these uses enables companies to avoid the barriers of space and time.
Ernst and Young was the first company to create a Facebook page to recruit college students. Their page offered information about the company and described the application process. Employees answered any of the candidates’ questions.
Since then, numerous companies have explored the collaboration uses of Facebook, and the following paragraphs explain their successes.
The car company, BMW, used Facebook to promote its new series, the BMW1-Series, a compact coupe and convertible. The company launched the Graffiti Car Contest, and received more than 9,000 submissions within the first seven days. Facebook users designed virtual cars and shared them with friends. BMW collaborated directly with the consumer to create a superior new product.
Senior Media Manager of Sun Microsystems Global Communications division, Sumaya Kazi, organized Sun Facebook Fridays, a page which encourages employees to discuss social media. The group has over 1,800 members, and continues to grow,
In 2008, Visa launched a Facebook application for small business owners, which offered articles and guides from sources such as, The Wall Street Journal and Forbes, to its members for free. Members of the group are able to find other small business owners and exchange ideas.
Each of these success stories should encourage companies to embrace the collaboration tools offered by new social media.
Hey Kim!
It is definitely interesting to see how much Facebook has progressed. It has gone from a tool that only college students used to a tool that can be used for marketing purposes as well. It is a much less expensive medium that can be used to send out a message to the right demographic.
However, the more people that jump on the Facebook bandwagon, the more college students look for another social site to chat with friends. The original demographic that Facebook was made for isn’t used to parents/relatives/advertisers on the site. Marketers may want to be aware that their message may be ignored more than they know.