Digital Communication by Edouard

There is not a day goes by without me reading articles about corporate communication using social media! Viral Marketing on Twitter, Buzz on Facebook… everyone is busy building its digital image. But are these organisations using the right media? For the right purpose? To the right target? This post  is the first of an ongoing series about the use of social media in corporate communication. Through these posts I will try to highlight the pros and the cons of each of the most popular social media platforms.

As you would have guessed when reading this blog title, I will compare today the features of Facebook Groups, Fan Pages and Profiles. Actually, I am already misleading you… Indeed, my intention was to analyse these three branding tools but in the course of my investigations I had to narrow it down to the two first ones. From the start, I found out that it was not worth wasting time on Facebook Profiles. In fact, Facebook Fan Pages present almost the same appearance and features as a Facebook Profile page. But don’t get me wrong! I did not recommend you to not create a Facebook Profile page for your company! The maximum you increase your online visibility, the best business results you will get! However, as I just said, do not put too many efforts into your Facebook Profile. Facebook Profiles have been originally conceived for human beings: Do your company have any siblings? What is your company “Relationship status”?  Is your company “looking for: dating/friendship”? This type of information is totally irrelevant to a business activity! Moreover, your company’s Facebook Profile will be lost in the noise of millions of profile pages and in most cases, consumer behaviour towards a business’ “friend request” will be badly appreciated. Read the rest of this entry »