Recent studies show K2 interactive agency, that users are treated on an equal footing Facebook.com profile makes friends with profiles. It is not surprising, that Polish companies are increasingly using this portal to carry out communication with customers.
Do you like the brand? It turns out, so. Polish internet users had no qualms in click through to bookmark Like It! and gladly accept the invitation to "liking" pages brands, firm, or television programs. I think there is no doubt, that after last year's conference Facebok Now! Polish marketers have resistance in setting corporate parties on the most popular social networking site in the world. Today, not only have a fan page falls, but on the need to have. It's not just a fad, ale trend, that from month to month will be assumed the under.
In Poland, as worldwide, created social media agencies, that specialize in activating surfers around brands. The budgets for the promotion and advertising of specific and brands on Facebook are increasingly comparable to those, that were previously allocated to ATL or BTL campaigns. Moreover, as the only Internet leaned crisis and despite a slowdown in the global market mainly noted revenue from online advertising.
The biggest market losses experienced companies specializing in Public Relations, that only at the end of this year will make up for losses, but experts note, not have a chance to make up for their year level 2008. It turns out, that for the last three years, the company began to seek other channels of marketing communications. Extremely effective alternative, definitely cheaper than traditional advertising, or actions Public Relations, was a social media marketing.
Why this trend? There is no doubt, that the popularity of social media coincided with the expansion of the portal Mark Zuckerberg, Internet users who offered a completely new model of communication. Of course it is not only about the possibility of exchanging information with your friends, but the creation of previously unknown earlier ways of direct communication with individual customer brand. So far, no marketing operation did not allow a precise way to reach obiorcy, but Facebook is changed, thus becoming attractive prey not only for ordinary people, but also marketers, who dream of always obtaining direct contact with the customer.
Poles do not differ much in their behavior on Facebook.com, of the population from other countries. According to a study K2 willingly click on the tab "Like It"And posts on fan page'ach treat as information published by your friends. The resistance encountered by the information on Facebook.com with a note - sponsored material. This kind of messages are more often overlooked by users than the advertising pages brands or companies attractant boarding competitions, or promotions related to the fan page'm.
Specialists in social media marketing, however, indicate, brands that not everyone is doing well in the social media presence. This applies in particular risk, which is associated with the brand reputation. As recent experience of social media marketers are the most risky medium for the reputation of the brand or company. It is not surprising, that the planning of brand communication must be considered, or Facebook.com is the right place for any business and brand.
Disease- Like it?
In Poland, So far the worst in this area fall pharmaceutical sector companies, which not only due to the relatively sanctioning laws are limited and thus the presentation of marketing activities. In particular, attempts are unsuccessful activation pharmaceutical brands on Facebook.com. Show the last examples of attempts to engage Internet users around the pages related to the promotion of health and pharmaceutical products.
It is hard to be surprised ago. Pt Home. "Home Dialysis"Does not encourage its 
liking for the average internet user. Fan page, which was to promote a dialysis deters users have the same name Facebook.com. Experience has shown that patients prefer to get information about diseases and drugs with for the web than officially admit it, they like "the home dialysis", or "myocardial infarction". This is mainly due to the fact, that in the case of social networks is hard to privacy, and marketers forget about it apparently. Even the Internet we would rather keep to themselves about their own illnesses, therefore, attempts to establish a fan page'y diseases, whether treatments are doomed to failure.
Serious mistake in the case of a party "Home Dialysis"Was also the choice of method of communication, published in the medical language posts describing ways to combat ailments. It is not surprising, not met with sympathy surfers, who did not willingly clicked on the tab "Like It". Perhaps the creators of this fan page so that communication seems natural, but in the case of social media, where there is a direct communication need to be particularly sensitive to the form of communication. It is not always what is obvious to us, will be apparent to our recipient.
Another example of poor communication is the party "The health of our children". Now, something might seem natural parents care about their children's health. The more, first that most people looking for information about the disease is in the network. Unfortunately, in the case of this fan page-in cardinal mistake is to conduct one-way communication from marketers, who treated the page on Facebook.com, an array promoting articles and tips from other sites dealing with this issue. Research shows K2 Facebook users rarely click on the plate placed on the dash to articles, that without appropriate comment treat as spam. In this situation it is difficult to expect, that Internet users will come into interaction with the posted link. Thus leading communication probably did not take into account the fact, a way of communicating that can be received by them as a sign of ignorance.
"Sex is good for health?" This password probably do not need to comment. Marketers assuming this page on Facebook had to take into account the slip of competition. This campaign gathered quite a lot of fans, perhaps surprising, because intimate matters a lot harder to talk especially in a public forum. Posts that appear on the plate are constructed in a way that involves surfers. Because, much more easily and with greater openness can talk about very intimate matters. Here, the subject of communication is not just an idea, but also subjects related to social mores, which after all is related to this topic.
Another successful example of the implementation of the campaign is the action associated with breast cancer. As you can see, Internet users more likely to engage in social campaigns, and in the meantime promotion of the pharmaceutical market is not yet developed any meaningful communication on social networks. Marketers should be aware of the best, because keeping bad communication on Facebook can be a lot more harm than benefit for the company.
