At the first Facebook UK marketing conference, numerous keynote speakers from the world’s most popular social network hammered home the importance of authenticity and consistency when trying to build up a brand presence that Facebook users will relate to.
Brand ambassadors were told that even if they are “late to the party” with building a presence on Facebook, there’s no reason why they can’t make a success of it providing that they approach the social platform with an attitude of authenticity.
Facebook’s Vice President and Managing Director, Joanna Shields said: "If your brand resonates, it becomes a story. You too can start a movement that is heard around the world."
As Facebook becomes an ever more important communication tool for brands to engage with their audience, more IT jobs in London and other tech hubs in the UK are being devoted to managing the presence and message that brands want to establish on the social network. One of the key pieces of advice to come out of the conference was that brand ambassadors needed to act “like a real person” when representing their company on its profile page and in social discussions. This means that skilled individuals in IT support jobs are needed who can promote a brand’s message in the best light but in a fashion that is both authentic and relatable.
Keynote speaker Marc Menesguen, global chief marketing officer of L'Oreal said: “The most important thing for brands on Facebook is sincerity and authenticity. You have got to get your act together and know what you stand for […] if you don't know the value you can't share it."
The panel agreed that a clear Facebook strategy needs to be compounded with having something interesting to say that will draw in readers. They admitted that this is easier for some brands over others if they already have more exciting products and a heritage to fall back on. However, Stephen Woodford, chief executive of DDB UK said:
"But even without the heritage, key thing is authenticity, underpinning that, like any communication, honesty is critical and you must be true to the spirit of brand."
Essentially, adhering to this philosophy means that brands need to take a long term view with their Facebook presence. Building trust is as important as building a significant fan following and a legion of likes. Facebook users respond to honest interaction and are far more likely to follow a brand’s Facebook activity if they feel that they are engaging with a real person.
This desire for brands to put a human face on their social networking efforts means that effective communicators are becoming ever more invaluable employee prospects.
