We’re more than a little puzzled by the increasing tendency of traditional marketers to think they’ve done their social media job when they add words like “find us on Facebook” to their mass media advertising, without bothering to provide any specific web address (eg “facebook.com/yourbrandnz“).
The reason we’re bemused is simple: the Facebook search engine is, ahem, challenged (no offence intended). Little wonder — with 900+ million members in its database plus millions of business pages, Facebook’s search facilities have a lot to chew through. So unless your brand is globally unique, you’re unlikely to be served early in any search results. As a result, telling consumers to find you on Facebook is definitely like asking them to find Wally in a sea of lookalikes.
Solution? Simple — tell them your Facebook address right there on your advertisement. Yes, it may take up a little more space or time, but otherwise you’re just wasting your breath.