Facebook is known for not being the friendliest to brands. One known problem was the extension of EdgeRank algorithm to brand pages so that a large portion of their audiences disappeared. This was a problem for all brands.
However, Facebook has just introduced a new element that has internal digital PR teams and social media agencies excited! This new functionality allows pages to be tagged in images of it’s community. For example, a picture of individual drinking a latte from Starbucks can now tag Starbucks Facebook Page. This opens new possibilities for brands.
An additional outlet for interaction with fans – most brands interact with fans primarily through comments and likes, but the introduction of page photo tagging presents a new engagement possibility. In most cases tagging a brand could illustrate something much more meaningful than a comment or like, that the brand was somehow part of the situation, and is, as such, much more valuable.
Competition possibilities – One dynamic element that this new page tagging brings to the table is it’s use in competitions. When using this new functionality their are plenty of opportunities for creativity. Those pages that become the most innovative with these opportunities will likely receive the largest rewards from campaigns.
Facebook tools can potentially increase your visibility in the news feeds and profile pages. Interactions are key and the more you get the more visibility you will have. This small factor may result in valuable visibility in the long run.
Another tactic is page-to-page collaborations through images. This could become a mainstream occurrence, much like the way many pages now reference one another through Facebook’s @ functionality.
Facebook’s change opens up a number of new outlets for brands to interact with their audiences, and also potentially a much more meaningful way for Facebook users to highlight certain brands or pages as part of their lives. It will certainly be interesting to see how the biggest of the thousands of pages on the platform make use of this new functionality.
Here as some major brands to keep an eye on:
In their sponsorships with players, Vitamin Water could tag their product and be associated with that player. Imagine a group photo of Dwight Howard, Lebron James, Chris Paul, Deron Williams, and Kobe Bryant tagged with Vitamin Water.
Who doesn’t love Oreos and find a creative way to eat them? Oreo could instantly be a heavy weight with their popular cookies.
When people take pictures in the museum, tag the art! Popular locations could instantly benefit.
At a concert you always see a sea of cameras and smart phones in the audience. Wouldn’t it be smart if all those Facebook users tagged the artist’s Facebook page in the photos. Thus helping to create a more dynamic representation of the show.
CEO of Uhuru Network