Outreach Strategies: Balancing Applications, Advertising, Groups and More

Marketers who want to make the most of Facebook’s explosive growth are currently working around several barriers:

• Facebook freqently changes the API, FBML language and terms of service. The prospect of budgeting for application development when you might have to turn around and throw more money at the project in six months is daunting for marketing teams used to fixed budgets.
• Facebook’s advertising click through rate is widely regarded as a big downside for the social network. Are advertising campaigns on Facebook ever effective? What would make them more effective?
• Companies that start sponsored groups need to spend more than money. Without effective community engagement and moderation, groups can be overrun by spammers and trolls. Recent criticism of Wal-Mart’s Facebook strategy underscores the need for effective community managers.

What is the optimal mix of these outreach strategies for organizations that want to make a splash inside Facebook? As with business blogging, there is no one-size-fits-all formula.

We’ll be tackling these issues in a session at the upcoming Web Community Forum entitled “Outreach Strategies: Balancing Applications, Advertising, Groups and More.” In this session, we’ll discuss the ways that marketers, web strategists and community builders are developing their own strategies within the walled garden.

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