The Power in Facebook for Companies is Brand Loyalty

More and more, I’m realizing that the power in Facebook for companies is not in finding new clients, but keeping existing ones. Often, I’m presented with the dilemma of how to use Facebook to get new clients. There just aren’t many avenues in Facebook to do it.

The reason is because Facebook is a closed social network. Both you and the other party must agree to be "friends" in order to exist in the same social network.

From a company’s standpoint, you just can’t gain access to a prospect’s social network. They don’t know you and they don’t have any reason to allow your interaction into their network.

So, for prospecting, Facebook is tough. You can advertise, of course, but I expect that to produce dismal results. No — the real power in Facebook is building brand loyalty. It’s seeking out your clients and inviting them to become a fan of your company or organization.

This is powerful for a number of reasons:

• If your clients love your company, they’ll become a fan. That’s a good measure of success.
• You can reach out to more than just clients — build your brand in front of partners, vendors and other people within your own personal network. Extend your relationships.
• As fans, clients get a view of your company from a less corporate spotlight. This is huge in strengthening relationships.
• People like buying from people they can trust.
• You have an instant audience for anything you want to share.
• You have the ability to gather instant feedback on what you share.

In the end, companies on Facebook should strive to become friends with their clients. If you treat Facebook as another means to get meaningless offers or junk in front of people, you’re finished. That’s not the point of Facebook.

Don’t sell. Build relationships.