As a relatively new and rapidly evolving digital channel, social media is subject to considerable debate among marketers, especially regarding ROI.

Undoubtedly, however, social media is becoming more effective in connecting businesses with prospects and customers. It is also useful for gaining user demographic insight, keeping current with trending topics, and addressing customer wants and needs.

With over one billion users, Facebook is the world's largest social network. It alone presents a robust opportunity for your brand to reach both potential and current customers. If used correctly, Facebook increases brand awareness and advocacy, lowers service costs, and drives customer loyalty and incremental sales.

To achieve those goals, you need to carry out two primary activities:

  1. Grow your Facebook community.
  2. Engage your Facebook community.

1. Facebook Community Growth

Fan acquisition campaigns are the best way to rapidly grow your Facebook community. Those campaign types vary, but they are consistent in that they must inspire participation via compelling value propositions and spark awareness via targeted paid social media.

Value Propositions Within Social Media

Value propositions are the incentives, offers, or experiences that will prompt users to "like" your page and to share with others. It is a key component that can ultimately determine the success of your social campaign.

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image of Jeff Herzog

Jeff Herzog is the CEO and chairman of ZOG Digital and was the founder and CEO of iCrossing. He has over 14 years of digital marketing experience with more than 50 Fortune 500 clients.

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