The back story: Named for the “face books” that colleges hand out to incoming students to familiarize them with the mugs of current faculty members, Facebook is arguably the most pervasive online phenomenon of its time. Originally called “The facebook,” this social-networking hot spot was launched in 2004 by Harvard student and founding nerd Mark Zuckerberg. More than 1,200 Harvard students signed up within 24 hours of the site going live. An average of 250,000 people worldwide now sign up each day for the free service, for a current total of 200 million registered users — more than twice the population of Germany — with an average of 67.5 million visitors a month, according to Comscore Media Metrix reports.
How it works: While Facebook is well known for its personal accounts, companies can cash in on this social-networking site and start a business account that enables them to share messages about their services and products with Facebook users. Once you choose a category that best fits what you’d like to promote, you create a profile that becomes your company’s main Facebook page. Besides adding text about your company, Facebook allows you to create photo albums, start your own blog, or merge your existing blog from your company’s main Web site with your new one on Facebook.
To locate clients or prospects you already know, Facebook uses a program that will scour your e-mail contacts (as well as AOL Instant Messenger or Windows Live Messenger lists) and compare them against its own database of members. When it discovers a match between its database and your e-mail contacts, Facebook gives you the choice to invite that member to become a “friend.” If the individual accepts, his or her picture will appear on your page, and your messages will automatically be posted to his or her personal page (called a wall).
Additionally, Facebookers who see your promotions or search for your company or product can click a button that says “Become a Fan” and thereby become part of your network, with their face appearing on your page and their name being added to your Facebook members list.
How exhibitors are using it: Facebook’s vast reach and popular acceptance make it an ideal venue to generate leads before, during, and after a show. Sonicbids Corp. took advantage of Facebook’s viral nature for the annual South by Southwest (SXSW) music and film conference and trade show last March in Austin, TX. The Boston-based business hooks up musical entertainers with promoters, festivals, and regular gigs. But for its booth at SXSW, Sonicbids wanted to acquire new talent and generate more leads to add to its stable of 200,000 members.
A month before the show, Sonicbids created an “event” page on Facebook to promote its upcoming presence at SXSW. Its goal was to achieve viral status and generate buzz by inviting business contacts and bands to view information and RSVP for Sonicbids’ off-site event at the show.
The company asked current members to invite their friends, fans, and other bands to visit its Facebook page, and encouraged invitees to post their content there, including photos and videos. The page listed the lineup of bands at the soiree and kept a running tally of who planned to attend, building an almost adrenaline-charged sense of anticipation and excitement. Sonicbids then linked its Facebook page to an RSVP page at the company’s official site, all the time compiling names and contact information for at-show and post-show relationship building.
At the show, a whopping 2,000 online followers — from Facebook as well as MySpace, Twitter, and others invited via e-mail — attended Sonicbids’ off-site event, about 30 percent more than anticipated. But the company’s social-media strategy didn’t stop there. Sonicbids now uses its Facebook, MySpace, and Twitter accounts to keep members and prospects up to date on the company, share new business opportunities promoted on the site, and serve as a two-way pipeline where members and Sonicbids’ support staff can directly connect with each other.
The takeaway: Start using Facebook several weeks before a show to inform current clients and prospects about events, activities, and in-booth offerings. Connect your Facebook page to event invitations and keep tallies of who plans to come to the show, your booth, or your event to build a sense of community involvement. Urge readers to spread the word along about your show-related activities. Update your page frequently to keep friends and fans engaged.
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