February 22, 2011 Leave a comment
Brands vs. Products on Facebook. This is a question I have been asked about many times. Is it better to have 1 brand location on Facebook or should I have multiple pages some dedicated to product.
While there is not a one size fits all answer I am a strong believer in having a central brand hub and manage product via that location.
The reason being is that if one of my business goals is to acquire likes I want to maximize my earned media potential by consolidating my Likes for my core brand.
A great example of a brand execution that maximizes product likes is the Nike Football Boot Finder.
Notice in the middle of the page that individual boots are rated on the sub-brand level. and each also has it’s own product specific page to drive further engagement with the product.
If you click on the sub category you are presented with a product specific page to drive further engagement with the product, additional share options as well as a direct retail call to action.
This allows Nike to drive, track and consolidate sub-brand likes while not diluting the core brand.
Also with the upcoming Facebook changes from FBML to iFrames brands will have increased flexibility in how to execute sub-branded experiences by allowing even tighter integration with existing brand sites.