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Victoria Mindova

800 million people worldwide have a Facebook page. 350 million of them are active in the social network via their mobile phones. Every day, Facebook users make about 2 billion posts (like, share, comment). Half a billion people log in to their accounts every day. Users of a specific online community upload 250 million files every day and these are just some of the data that the Facebook Account Manager for Europe, Africa and the Middle East Rob Kiely presented to describe the scale of the social network and the wealth of the information flow it provides. He spoke at an international forum for the benefits of social media in marketing strategies of brands AllThingsFacebook. Music, photos, interests, preferences, political views and comments are floating freely through the web space. They create the online profile of each user and set up his or her virtual self.  Kiely stressed that marketing experts have the opportunity to get in touch with real users on a very large scale. They can enter into dialogue with them and inspire the distribution of information.

People interact with different brands, talk about them on Facebook. Business must find the right approach, so that this communication can have an impact on trade performance, said marketing experts specializing in advertising on social networks. Creating a Facebook page is not enough. Like almost everything in life, it requires result-oriented activities and monitoring of user trends and attitudes.

Facebook reduces distances and makes life more compact, which is a major priority for the most active social networking generation - Millennials or 'Generation Y'. Those born in the late 1970s and at the beginning of this millennium are the main users of the social network, says Kris Ekman, who is a Global Digital Experience Specialist in Adidas. He explained that this generation is different from the rest mainly in the way of communication. He calls it share-generation, because many of its representatives express themselves, their desires and preferences by the "sharing" option in the social network. Among your friends in your account, you can always distinguish the jokers who post funny videos, the music fans, who post the latest in a certain style, the politically committed ones, who support or criticize specific events and positions. All these have the same incentive to act in the social network and it is their own self.

At the same time, these same users want and are looking for new excitement. Facebook experts have found that if a link or a page of a brand is "liked" by one user, the possibility to attract more and new users increases four times. Interesting photos, questions to the fans of a product and rapid response in the case of declared interest are the base for the development of a particular brand or interest in the social network.
 
One of the founders and CEO of the company for statistical analysis based on social networks Socialbakers, Lukas Maixner, claims that only 16% of the fans of the page of a brand are its true friends. They are the essence of the fan base of the brand and regularly follow the information uploaded on the Facebook page and take care to answer posts. To maintain the interest of fans, Facebook profiles should be frequently updated, interesting links and comments should be uploaded, without going too far. Excessive activity can irritate the user eye. Two statuses a day or even five a week are enough to keep the interest of fans, but the secret is that they are engaging. "If you want a beer now, please press the 'like' button" is an interesting example of a status that appeals to people. It is part of the advertising campaign of Staropramen in the Czech Republic, where the Facebook page of this brand of beer has considerably supported the distribution of a new product.

Experts do not claim that social networks can outsource the burden of advertising and replace the old well-known marketing strategies, but are adamant that they play an important role in the new digital reality. Hectic life, lack of time and convenient communication and information gathering with just a click of the mouse have made the network, but also Facebook's huge cauldron bubbling with information, which enables the smartest to occupy strategic positions in the new era. Lucas Maixner said that an active Facebook page could increase the visits to the main website page of a company or an individual from 15% to 44% and increase the interest in the goods or services offered.