I took a little look at how companies are utilizing Facebook applications. Most of them engage the public by different competitions, polls and all kinds of ad hoc information. Everyone seems to be out there crying for likes, but it is baffling to notice that in most cases a real call for action remains forgotten.
A large portion of all web browsing already takes place in the social networks with Facebook dominating that scene. So my question is why are companies not bringing their money making process to where people spend time, talk, share and compare?
For example, a charity organisation can for sure raise a lot of discussion over its cause. But why not include a simple app that asks people to go donate right there and then?
I did find some cases where the opportunities seem to have been grasped.
Check out the examples below:
1) Integrating an online store interface on Facebook
Shnajder Shop was set up in Facebook for promoting the work of Macedonian designers. The best T-shirt designs could be purchased directly from an embedded e-commerce application with an integrated payment system on Facebook. And in this case this was the only point of purchase. The result was an increase both in fan base as well as T-shirt sales.
2) Creating awareness and collecting supporters
Following the oil spill in the Gulf of Mexico in April 2010 a group of women came together to start a viral campaign for drawing attention to the region’s coastal erosion. The goal was to gather signatures to a petition in support of funding and implementation of a plan for a protected and restored Gulf Coast. A Facebook page was set up with the petition and an online toolkit for users to go sign it directly without having to navigate off the page.
3) Connecting with job seekers
HR managers are among the ones most likely to hugely benefit from social media. And the international recruitment agency Adecco taps right into it by utilizing Facebook in their recruitment campaigns where job offers can be browsed directly within the app. Job seekers may also apply directly from the page if a suitable offer pops up.
Now ask yourself: How is your business using social media? Is it enough to be liked, or could I add another money making channel? Are you providing that genuine interaction and essentially a call for action?