What is the most common way in which people decide exactly what they want to purchase? Word of Mouth! Your friend tells you to purchase a bag from Brand A instead of Brand B, you are definitely bound to take that suggestion more seriously as compared to what you see on the Television or read in a magazine. So how can this user action be used to the benefit of a brand? Facebook creators have used user data in order to create personalized advertising that people will connect with and as a result increase the conversions. This is an entirely new paradigm for the advertising genre where Facebook has completed eliminated the need for copywriters to write the advertising content. When Facebook came out with Sponsored Stories their primary aim was to provide users with the most relevant content. Let’s face it; user attention span is reducing by the day. Only the most relevant information makes the cut and is therefore taken seriously. What Sponsored Stories does is effectively uses a person’s updated content and turns it into an advertisement to lure his friends. For e.g. As a user you check into a coffee shop and put up your status as “I love coffee from Brand X”. What Facebook does is that this status and uses it as an advertisement for Brand X which targets your friends. Users are more likely to trust an ad that is recommended by their friends rather than being targeted randomly.
As a brand the best place to get started is with the existing fans on your official Facebook Page. These people are most likely to interact with the brand and give reviews about it. This interaction can then be created into an advertisement which will be projected to the friends of your existing fans. This method will definitely be beneficial as it can potentially lead to a snowball effect that will lead to better growth of fans and eventually lead to conversion.