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With 500 million (and increasing) unique users globally, Facebook is the number one social networking site in terms of activity and subscriptions. What started as a garage initiative by Mark Zuckerberg has now become the largest phenomenon on the net.

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

These applications can allow users and friends to do joint activities such as playing games that run forever, sharing photographs, videos, and web links, and more.

How does this help a marketer?

Generally, media plans were drawn to include TV channels, publications, or any other media which could grab maximum eyeballs and efficiently reach a particular target audience. The science of segmentation and targeting has become only more accurate in the case of social media.

Facebook offers a large variety of avenues to communicate with the audience, which opens up an entirely different world of possibilities to have an effective dialogue with consumers. Most of these methods used popularly by marketers are:

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

Fan Pages: Facebook permits every brand, and individual users, to create fan pages for their favorite celebrities and their own homegrown businesses. Major brands have also made their official pages on Facebook that have a huge, immediate fan following around the world. The fan page has enormous power to convey first hand details about the brand and also to collect immediate and frank feedback from your consumers.

Branded applications: Among the most effective ways 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 carefully through it.

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

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

But, while doing all this, you have to be aware of the fact that customers have an equal say and have the ability to respond immediately to any of your actions with a thumbs up or a 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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