FHM Germany replaces website presence in favour of Facebook
By the end of July FHM a re-known lifestyle magazine in Germany will dismantle its homepage. Instead, FHM wants to manage its internet activities via a Facebook fan page. “We are where our readers are, on Facebook. Interaction with our readers is our most important focus”, argues a representative of the publication.
OK, everybody seems to be on Facebook and of course giving up a homepage in favour of a Facebook page will save some resources and costs. The decision raised some buzz in social media in Germany when marketing experts and social media discussed the pros and cons of becoming dependent to a third party with its own interests, and how this would result in less opportunities in terms of branding, functionality and tracking.
What is even more interesting is the fact that FHM sees “no future” for its homepage. Looking at the numbers confirms this view. Only 8.000 users per day visited the page, its Google visibility was relatively poor as were the inbound links. As the old site seemed to have low relevance for the target group it would be interesting to know what makes FHM think that this would change on Facebook.
Simply transferring an apparently unsuccessful concept to another platform would not be a very strategic answer and it would not even be very consistent from a financial POV as any budget spent on a concept with low perception would be a poor investment.
As social media is not a one-size-fits-all solution the answer to the question of whether a brand should move to Facebook or not is a quite individual one. But the answer is always NO if it is done without a content and engagement strategy that is tailor-made for the new address. And by the way, it’s a myth that success in social media comes for free.
Whoever uses Facebook, Twitter and Co. knows them: people who just spread nonsense in the social web universe. At least the Twitter question has changed from “what are you doing?” as in the early days of 2006 to “what’s happening?” What should be clear is that “I’m drinking coffee” is not a message at all.
A few tricky brands took advantage of the overload of information and implemented the concept of “oversharers” in their social media strategy. Pringels for example gives annoyed users the chance to rebuke their friends’ share-mistakes with a button, called the “Overshare” button. Whenever it is activated your friend gets an e-mail from the Pringels help service that leads them to the Pringels website“helptheoversharers.com”
On average, approximately 1% of a site’s audience generates 20% of all its traffic through sharing of the brand’s content or site links with others. These “influencers” can directly influence 30% or more of overall end actions on brand websites by recommending the brand’s site, products or promotions to friends.
What this seans is that successful social media marketing isn’t simply about amassing thousands of followers, but instead precisely identifying the most influential members of your audience and recognizing them for their value. By directly engaging one influencer with exclusive opportunities, special offers, and unique content, you are indirectly engaging thousands of other people who are part of this influencer’s social sphere.
The first step is to indentify the 1%. What motivates them to promote your product or brand? For most people spending time to share content with friends or followers is not about fortune, it’s about fame. Make them famous, let them know that you see what they are doing and feed them with special content. Engaging in social media means before all else you must listen, audit and rate the social audience in your to communicate in the end with the right influencers.
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Behind The Scenes: Ogilvy PR, Washington, D.C.