The Facebook Marketing Bible
33+ Ways to Market Your Brand, Company, Product, or Service Inside Facebook
By Justin Smith
Editor, Inside Facebook
May 11, 2008
I. Tools for Guerilla Marketers
For the aggressive guerilla marketer, Facebook offers a bevy of viral channels to get the word out to your friends and creatively reach your target audience. The best part about these guerilla tactics is their cost: free. Everyone on Facebook can use these strategies to recruit and to evangelize their causes. Strategy: If you build it, will they come?
Marketers often wonder whether it makes sense to attempt to build their own social network around their product, company, brand or service. Some hire development shops to build a custom web site, others use white label products, and still others use hosted services like Ning. The problem with this approach, however, is that it’s extremely expensive to bring a significant enough number of users onto your own service to make it worth the expense (which can often run in the tens of thousands of dollars). In most cases, it makes much more sense to craft your strategies targeting the social networks in which people already ―live‖ online—once someone builds their profile and friend list on a popular platform like Facebook, it’s awfully hard to get them to move.