The Search Marketing Advisor Newsletter Article:
January 2008, Volume 7, Issue 1

Facebook Applications: Reach + Engagement = Opportunity

by Melanie Topel, Search Marketing Consultant, iProspect

I have a confession to make. I'm addicted to Facebook. Since it began in 2004, I've spent an embarrassing amount of time on the site perusing photos of my friends, and tracking the relationship status of people I haven't seen since middle school. And to be honest, it's only getting worse. In fact, within the last few months, my Facebook activity — and that of others like me — has shot-up significantly. Why? Applications.

Last year Facebook opened up their platform to allow third party developers to create applications for use within its community. The move has produced nothing short of an explosion of new material that users can add to their profiles and pass along to their friends.

What's it all about?
Prior to this change, the only thing you could do on Facebook was create a profile, see other profiles, and add friends. Now the options are endless. Every day I receive numerous messages from my Facebook friends inviting me to join them in an online activity via some application. It can be anything from a request to support a non-profit organization, to asking me to share my vacation plans, to an invitation to play an ongoing game of scrabble.

Naturally, with every invitation I accept — by adding the application to my profile where all of my friends can see it, and by inviting more of my friends to add it to their page as well — I'm essentially endorsing the application and its creator. It's social networking's version of the old shampoo commercial, "And they'll tell two friends, and they'll tell two friends..."

Seizing the Opportunity
For marketers, the viral nature of Facebook applications translates into a potent equation: Reach + Engagement = Opportunity. Quite simply, if your business is targeting the 18-24 demographic, you cannot afford to ignore these applications. But before you start developing your own, keep the following in mind:

Know Your Audience
Creating applications is not a one-size fits all opportunity. You need to have a solid understanding of your audience — otherwise it could backfire on you. Assess whether this would be a fit for you. For example, if you sell denture adhesive, this might not be the best approach. Also keep in mind that people who participate in social networks are often more opposed to being marketed to than the general consumer. Be smart, allow your business to be invited in.

Give Them What They Want
If your business easily lends itself to an application, great. But, if not, don't be limited by what your business actually offers. Think outside of your business, and create an application that Facebook users will not only want to add to their own page, but that they will want to invite others to add as well. Think of something that is engaging. Red Bull provides a great example of doing exactly that. While the product is an energy drink, their branded application — Roshambull — is an online version of the well-known game, Rock Paper Scissors.

Promote It
As with any new product, you can't just create it, make it available, and then expect it to take off. Make sure you have a solid plan in place to let people know that the application is available. Sending out an email blast or an optimized press release can be a great way to get the word out.
Optimize It
Be mindful that Facebook has a search function too. Make sure to optimize your application so it can be found in the site's search results.
Integrate It
All of your online efforts should be working together. You want to make sure that you capture any interest that your application generates. Given that, it's important to optimize your PPC and organic search campaigns to include keywords related to your new application. For instance, Blockbuster has a Facebook application called Movie Clique, and they are currently optimizing their site for related phrases.

Given the viral nature of Facebook applications and the traction they can achieve, they represent significant opportunity for marketers to engage with their audience.But it's not for everyone. Smart marketers will assess whether or not it makes sense for them, and if so, create compelling applications to fully capitalize on the opportunity.

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The Search Marketing Advisor Newsletter Article: January 2008, Volume 7, Issue 1

Facebook Applications: Reach + Engagement = Opportunity

The Search Marketing Advisor Newsletter Article:
January 2008, Volume 7, Issue 1