Ed's Note: The power of Facebook

In a blog post, CEO Mark Zuckerberg wrote: "I could have never imagined all of the ways people would use Facebook when we were getting started six years ago. I want to thank you for being part of making Facebook what it is today and for spreading it around the world." (Don't e-mail me about his dangling participles or split infinitives - it's a quote!)

Now, as you marketers keep staring at the number and wondering how to turn it to money, I would strongly suggest that - if you haven't already - you sign up and discover for yourself what the deal is with Facebook.

As has been discussed in Marketingweb before, it is not a place you go to bombard people with your products or services. What it can do, though, is give you a platform where you can show your friends what you have to offer and - if it's good enough - they will show theirs, and so on. Hard sell doesn't do it, but "look what you can have if you want it" does.

So, why does this seem to put marketers off? My opinion: We have spent so many years casting a massive net that we are finding it difficult to fish with a rod again. South African companies and brands seem unwilling to put in the time, effort and money required to talk to potential consumers, "face to face".

Facebook gives marketers the opportunity to see their consumers in their own environment; talk to them personally; and - most importantly - listen to them. It is "word of mouth" on a massive scale - and it is far more influential than you may believe. Imagine the power of 500 million people all having access to the same information?

While some still think social media sites are glorified online chat rooms, their appeal goes far deeper than that. For one, they perfectly "get" that part of each of us that wants to have our opinion heard - and we go back again and again to see who has agreed or disagreed with us. How does this benefit any marketer? Brand building. Brand reputation. Or the alternative . . .

In today's newsletter, Gunilla Broadbent suggests we're in the age of listening; Michael Rubenstein talks customer experience; and the Sharks launch a campaign against drunk driving. Enjoy!

Dianne