I thought I would put together a guide for advertisers and agencies looking to use Facebook. I messed around for ages then cut it down to three.
1. Be totally honest with full disclosure of what you are doing and why.
Otherwise, you will get found out. If you are going to use "influencers", or create a profile for the Honey Monster, be upfront about exactly what it is.2. You need a great idea that is interesting, PARTICIPATIVE, and based in truth.
Otherwise, really, honestly, don't bother at all. No please, don't. It's embarrassing and a waste of everyone's time. To give you an example of how worthwhile and interesting, here are ideas which people actually care about:London's largest Splashmob Waterfight
The most brilliant, participative idea I have heard in a while.Find Madeline
(UK girl who was abducted on holiday, 90k members)I <3 Spooning
which answers such questions like is Spooning with others cheating, and other more obvious, funnier questions.3. If it's not relevant and credible for your brand, you still can't do it.
Even if it's a really good idea.
Trying to get David Hasslehoff to #1 was a good idea. Pepsi wouldn't be be able to pull it off convincingly.
Once you have got a great, participative idea, then you can go read any of the numerous other hints and tips pages on how to recruit and spread the word on Facebook. I suggest using as much different on-and-off-line media as you can, rather than relying on any one thing.
As ever, don't think about Facebook as your campaign, it's just another tool you can use if you actually have a great idea.
As a quick "what if", here is an idea that I think would make a good hook for a brand - not too complex, with fair enough pay-off:
Sponsor the Facebook city race - first city to 100K people in the group will get a massive free party with bands, etc in their city, sponsored by brand-X.
Anyone have any more suggestions?
Labels: advertising, facebook, howto, list, marketing, tips, top10