Facebook gives you a world audience
Facebook is an opportunity to promote products and services to millions of daily users, but is it right for you? We look at the pros and cons of selling via this channel.
By Natalie Omany of ecommerce supplier Actinic
Is fcommerce right for you?
Facebook has changed the way companies approach and operate on social networking sites. It’s a tool that has taken the ‘word of mouth’ concept to another level.
‘Likes’ are the Facebook currency – the more the better and we see companies today striving to grow their Facebook pages. Direct selling by adding a catalogue to your business page and integrating it with your main site is an obvious way to cash in on this network.
Pros
The first has to be Facebook’s large target audience. At the time of writing (April 2012) statistics show that Facebook has over 845 million active users.
In 2011 figures showed that globally, Facebook was being used by 1 in 13 people. 48% of 18-34 year olds checked Facebook when they woke up, with 28% doing so before even getting out of bed. With such impressive numbers it makes sense to take up the opportunity.
Facebook adverts can be excellent for brand building because it offers a highly targeted form of advertising and can be cheaper than other online advertising.
Depending on the type of products or app it is easy to setup shop. There are many free apps available or some that are included in online ecommerce packages like Actinic Online.
Facebook addicts appreciate the convenience of having everything in one place so are more likely to use your fcommerce channel. To attract users who are on the move the platform has many mobile-friendly apps which in turn can also be tied to your Facebook store.
Plus, Facebook is also a great platform for reviews and feedback from existing customers.
Cons
One of the strongest arguments against fcommerce is the concept of mixing business with pleasure. Is it really OK to be socialising with your friends and have businesses selling and promoting their items in the same space? The answer is subjective, but it’s important to bear in mind that some may not want to use Facebook as their ‘one stop shop’.
Security – This is something you need to be conscious of. Facebook may have many measures in place to protect users, but with the number of third party apps available, as a retailer make sure you know and trust who you grant access to your Facebook account.
Lack of ownership – Never forget that however many fans you accumulate, they are not your customers but Facebook’s. You won’t have their contact details and even the usernames may be made up.
Maintenance – All benefits aside, Facebook requires a lot of time to maintain a store page. E.g. you need to post engaging comments regularly and fans’ comments may need moderating; the initial building and design of the page can be taxing on resources and there are no guarantees on results.
Conclusion
Facebook is a valuable marketing tool with many useful features that can help you grow your business. It may not be for every company and fcommerce is in its infancy, but it is worth thinking about. It is important to do your research and know if all the pros outweigh any cons.
Find out more
To find out more, download the free whitepaper that looks at the opportunity to promote products and services to the millions of daily Facebook users and recommends how to maximise the potential for ecommerce offered by this platform.
Read Actinic’s white paper
