Of all the social networks, Facebook has the largest user base, with more than 3 billion people interacting with the platform each month. This chapter outlines what brands should consider before including it in their marketing plans, also covering:
- Sales integration: Brands with a Facebook Page can showcase their products on Facebook as well as complete transactions. What options are available for businesses looking to sell on the platform?
- Community: Some publishers and media companies have established Facebook Groups, smaller communities of members with a shared interest, purpose or problem. What must brands know about the running of Facebook Groups, and what are the benefits of sustaining these communities?
- Messenger: More than 1.3 billion people around the world use Facebook Messenger, offering an audience that is virtually unrivalled in terms of scale. How can brands use Messenger to build campaigns and develop a greater understanding of their customers?