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With 500 million (and growing) unique users all over the world, Facebook is the No. 1 social networking site in terms of activity and subscriptions. What began as a garage initiative by Mark Zuckerberg has now become the largest phenomenon on the net.

An user interface which allows for fast communication and the ability to make fan pages and groups at the click of a mouse button are what make Facebook extremely popular. Another vital reason for its enormous popularity is a variety of social applications which were developed and made available inside the Facebook environment.

Those applications allows users and friends to do joint activities such as playing games that run endlessly, sharing photos, videos, and web links, and much more.

How does this aid a marketer?

Generally, media plans were drawn to include TV channels, magazines, or some other media which could grab maximum eyeballs and effectively reach a selected audience. The science of segmentation and targeting has become only more precise with regards to social media.

Facebook offers a large variety of avenues to communicate with the audience, which unveils a completely different world of possibilities to have an effective dialogue with clients. Some of these techniques used popularly by marketers are:

Advertising: The very first opportunity, which is the most obvious one, is ads on Facebook. The difference, however, is the fact that you could create your own ad in a few minutes and also specify the details of your target group in terms of demographics and kinds of discussions where you wish your advertisement to appear.

Fan Pages: Facebook allows every brand, and individual users, to make fan pages for their favorite celebs and their own homegrown businesses. Major brands have also made their official pages on Facebook which have a huge, immediate fan following throughout the world. The fan page has enormous utility to convey first hand information about the brand and also to collect instant and truthful feedback from your consumers.

Branded applications: Among the greatest strategies to engage an user toward your brand is by creating a Facebook application; this might be a game or a contest, with your branding coming across subtly through it.

What makes Facebook even more exciting is the way it allows you to target your communication sharply only to the customer segment you wish to attract. It also offers analytics and page insights that give good feedback and measurement on the process done.

The options offered by Facebook could be creatively explored and used judiciously for bringing about best benefits to any brand.

However, while doing all this, you need to be aware of the fact that customers have an equal say and have the ability to respond instantly to any of your actions with a thumbs up or thumbs down. Availing the service of a social networking consultant to work out a social media strategy might be required so that your efforts will not be in vain.

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