Yesterday I had the chance to attend the Inforum Michigan “A Conversation with Carolyn Everson” at Cobo Hall. Packed with professionals, the presentation from the vice president of global marketing solutions for Facebook, shared insight to the social giant and how businesses and brands are benefiting from using it.
Moderated by Ford’s Global Digital and Multimedia Communications Manager, Scott Monty, Carolyn’s presentation shared that the most powerful thing anyone can do is give a recommendation. Before the rise of the Internet and social networks, we would turn to our friends, family and colleges to get their thoughts on a particular restaurant, brand or music artist.. Though we still tend to do this, we are now turning to Facebook to see what other users – people we don’t even know – are saying about the particular brand. Carolyn added that 50% of all content was consumer on Facebook last year. That’s a huge number and will only continue to rise.
Many of us get frustrated with the how quickly Facebook changes, such as what news shows up in our newsfeeds and the addition of ads on the right side . However, it’s important to remember thatFacebook isn’t perfect, nor are a lot of things. This is why technologies and individuals continue to improve to make themselves better; Carolyn addressed this. Facebook is constantly working to improve itself and trying new things. One example is the new promote option on our personal pages. The average post is seen by only 16% of our friends. By promoting a specific post, you have the opportunity to reach your entire friend list. Whether you’re announcing an engagement, new addition to your family or promoting an event – the new promote feature allows you to reach a larger audience.
Additionally, Facebook is continually trying to provide users with the most personalized experience possible. In fact, the mobile experience of Facebook is the most preconized the social network can get. With more than 600 million users accessing the network through their mobile phone, it is the most social and personal experience a user can have. After all, Facebook is meant to be personal. People want to see updates from their friends and family, and not get pitched to by brands. Because of this, how to brands reach their audience?
Carolyn stated that brands need to “find a new creative way to engage your audience; you can't just pump out information.” Brands should start thinking of the social network as a two-way conversation. Start to engage with your audience, ask what they want or their thoughts on a topic. Users get turned off from brands who are constantly pitching their products or services. One example of how a brand engaged with its audience is Oreo during its 100th year celebration.
Aside from her busy work life, Carolyn is, above all, a mom. Instead of looking at life as a “work/balance” she looks at it as work life integration. She believes that, just like many moms do, dads should be involved and leave the office when their child has a game, recital or parent-teacher conferences. She also believes that it’s important for her children to look up to her as a role model and be the positive influence in their lives.
I was thrilled to be able to attend this luncheon. It was an honor to hear from both of these influential individuals.
