I recently came across this article, Advertisers Face Hurdles on Social Networking Sites, written by Randall Stross in the New York Times. In the article Mr. Stross focuses on Procter & Gamble’s foray into advertising and brand building in social networks, specifically Facebook. From reading the article, highlighting P&G’s successes or lack thereof, you would have to agree with the conclusion that advertising on social networks is, as the article posits, ‘stillborn.’ Hurdles certainly do exist for brands on social networks and they come in the form of savvy audiences that easily ignore banner advertising and the simple truth that social network users are there to connect with friends, not brands.
I don’t think it is impossible for brands to connect with consumers on Facebook, although banner ads may not be the best way. The question that seems to determine success is, where does the brand exist in the consumer conscious already? P&G’s Facebook page for Crest Whitestrips, presumably the company’s most successful, has less than 10,000 fans. Only 10,000 fans, even after incorporating free movie screenings, sponsored concerts and contests with product giveaways, not exactly a shining example. Another P&G brand, Tide, has even lower popularity with only 640 fans. These are powerhouse brands, with amazing amounts of recognition, so why can’t they get more fans? As I see it, the problem is that these are rational/commodity brands. They exist in the head, not the heart. Being a “fan” or friend with Tide, to me, is a little like being a friend with Exxon or salt. Sure, gas makes my car go and salt adds flavor to my food, but there isn’t a particularly strong emotional reaction to either (at least not a positive one anyway).
On the other hand, there are a few brands that already have a strong emotional connection with consumers and are using Facebook as one channel to engage them. For example, Product(RED) has over 100,000 fans, Skittles has over 330,000 and Victoria’s Secret PINK has a whopping 800,000. These brands aim for the consumer’s heart, through various appeals, but always focus on elevating above a product/rational benefit to an emotional one. Perhaps these emotional brands have permission for a deeper place to play in consumers’ lives, but let’s not kid ourselves. Brands will never be as important in the lives of consumers’ as their friends or family, but it seems that if your brand occupies a tiny place in their heart it can help foster a social connection.
