Facebook Places, launched August 18, 2010, is a new feature on Facebook that allows web-enabled mobile users to “check in” wherever they are, and to see which of their friends are currently “checked-in” there as well, or somewhere nearby. According to Facebook, “Facebook Places allows users to easily share where you are, what you're doing and the friends you're with right from your mobile.” The feature is similar to the social networking site Foursquare. With the introduction of Facebook Places, Facebook is laying the groundwork for even more opportunities for businesses to target their marketing in new, and exciting, ways.
Business Applications
The business applications of Facebook Places have marketers very excited. About 1.5 million businesses or other entities already have Facebook Pages to promote products and services, and it’s only a matter of time before Places begins offering advertising opportunities. This will provide an exciting new opportunity to marketers. Because we want to reach customers when they are close to making a purchase, this location service will allow marketers to deliver a compelling offer or reward when customers are at the point of decision. Mobile hasn’t been a part of Facebook’s ad offerings until now, but many suspect that will change. By offering ways for marketers to target Facebook users not only on the online service but also when they are on the go and using Facebook on their mobile phones, it opens up all-new avenues for interaction. But for now, marketers can use Facebook Places to learn more about what their customers think, and as another means to communicate and engage with them.
Safety and Privacy Considerations
A video posted on Facebook and a comprehensive Facebook Places guide should help visitors better understand Facebook Places, and how to control its privacy settings: something Facebook has gotten criticism for in the past. And Facebook seems to have gotten it right this time: users can select who can see where they’re checked in—everyone, friends and networks, friends of friends, or friends only—and “custom” settings allow users to make the locations they check into visible or hidden from specific people. One drawback that was not widely publicized is that friends can check you into places—unless you turn off this feature. (To turn it off, select "Disable" in the box next to "Friends can check me in to Places" found in your privacy settings). However, privacy features do notify the person being tagged, and gives them the ability to remove individual tags—or turn off tagging completely. It also requires that the person doing the tagging place themselves at the location. And, Facebook did show constraint in limiting Places to voluntary check-ins—rather than constant real-time tracking of users' locations. One other safety concern is that criminals can use Facebook Places to target their next victims—identifying when someone is away from home as an opportune time to break in. It’s important that Facebook Places users understand who is seeing their updates, and be smart about posting. Leaving for a week-long vacation? Perhaps it’s best not to publish this on Facebook, or on Facebook Places.
Getting Started
For businesses interested in claiming or setting up their Place, the process is quite simple. Simply search for your business name on Facebook, and if a Place has already been generated, you can claim it by clicking on the “Is this your business?” link. You’ll have to certify that you’re an official representative of the business. Then, Facebook will attempt to verify your place by calling the phone number listed. During the call, you’ll be given a verification PIN, which you’ll enter into the verification box on Facebook to claim your place. If a phone number isn’t listed, or the phone number is incorrect, you can also claim your place by going through a document verification process in which you’ll have to upload either articles of certificate of incorporation, a certificate of formation, a local business license, or your better business bureau accreditation.
If your place hasn’t been generated, you can add a new Place by selecting the “Add” link, then go through the same verification process described above to claim your newly-generated Place.
Once you’ve claimed your Place, you may be given the opportunity to merge it with your existing Facebook Page, if you have one. However, until you’re prompted by Facebook to merge your Place with your Page, you’ll have to maintain both. Maintain your Place as you would your Page—by posting content on your wall, such as special offers and promotions, and engaging with those who “check in” to your Place. You can also post photos, videos, links, and other information about your business.
Summary
In summary, Facebook Places gives businesses another way to engage with their customers, and more importantly, it offers a means for engaging with them at the right time. As Facebook Places continues to evolve, we expect to see more and more opportunities that will benefit businesses and their customers.
Start connecting with your customers in the social sphere—get started on your social media strategy today by contacting the digital marketing experts at AVS Group.