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Facebook Marketing is series of digital marketing campaigns based on Facebook with lower-cost solutions and wider geographic coverage, which normally face to businesses.

Facebook as a social networking platform has the competency to play the role of an effective new marketing channel with more than 1.8 billion users. Companies can establish their communities based on Facebook for attracting audience’s attention, so that they can strengthen the brand loyalty and build an efficient communication strategy. It also can be used to increase the engagement of target market and potential customers through photos, videos, coupons, groups, events, surveys, polls and many other tools. Furthermore, Facebook offers its own built-in data analytics tools, which can be used by marketers and advertisers to measure the performance and effectiveness of their marketing campaigns and advertisement launched.

Significance

Facebook marketing is beneficial in considerable well-connected networks and social demographic information. It is one of the most positive and accurate approaches to target audience, compared with traditional marketing (e.g. television, newspaper, and advertising board with higher cost while less interaction). Therefore, Facebook marketing has been a popular choice for those leading brands.

1. Existing social connections can be fully exploited. Marketers, page operators, and followers can invite anyone who has been emailed or in the contact list of Facebook. Additioanlly, exisitng customers can recommond the company Facebook page to their friends, colleagues, and family memebers. This is helpful to enhance the word-of-mouth effect in a rapid and wide-spread approach.

2. Facebook is heavily covered by mainstream media. E.g. the New York Times, CNN, the Huffington Post, and the Guardian as mainstream media tend to gather their content and information on Facebook. Specific resource and filter has been allocated.

3. Useful features are provided by Facebook for businesses and marketers in the most industries, which are Facebook Page, Groups, Places, Events, Facebook for Developers and Facebook Ads.

Tools of Facebook marketing:

There are both free and paid marketing tools can be utilized on Facebook so that business, marketers, and advertisers can communicate and interact with their target market efficiently.

1.   Free tools:

Facebook Page, Groups, Places, and Events are free for all business.

Social features such as News Feeds, comments, and link-sharing, photos, videos, and updates can be applied through these free tools. Companies can communicate with their customers in the same approaches that their customers connect with their friends. Facebook marketing helps companies to realize a new way to market themselves through making their business more “personal” and close to customers. (Haydon, Dunay, & Krueger, 2012)

2.   Paid tools:

Facebook Ads can be purchased on a cos-per-click (CPC) or cost-per-impression (CPM) basis for any budget, which are increasingly popular because marketers can reach as narrow or as wide audience as desired.

Busieness can target audience based on demographics, behaviours or contact information:

(1)  Target based on characteristics. E.g. age, gender, relationship status, education, workplace, job titles, languages and more.

(2)  Reach audience in areas, regions and countries.

(3)  Interests and behaviours.

Marketers can launch their commercials not only on Facebook, but also cross social media platforms (e.g. Instagram, Messenger, Atlas, Audience Network, and Workplace).

1.   Facebook Adverts Manager

This can be used to monitor advert performance, create and edit adverts, receive push notifications, and manage budegets and schedules anywhere.