Facebook: Why do people use it?

Whether it's the desire to stay updated with friends, voice opinions or simply gain attention, millions of people worldwide are joining social media networks. Businesses are, too. There are myriad of social networks out there, but only a few stand out from the crowd. Lets take a look at one of the heavy hitters: FACEBOOK.

Facebook creates an experience that stimulates addictive behavioral patterns. It creates a community that you can interact with repeatedly and encourages relationships outside of your immediate circle of friends and colleagues. Joining or creating Facebook groups can also help promote a cause, business, or event.

Doug Firebaugh, a Social Media Strategist for socialmediablogster.com, wrote an article identifying the "7 A's of Social Media." We think his insights are very helpful.

Firebaugh's Seven A's are:

• Acknowledgment
• Attention
• Appreciation
• Acclamation
• Approval
• Assurance
• A part of...
  

For purposes of brevity, we'll focus on four of these seven A's. And we'll take the last one first: we all want to be a part of something, The fact that the iPhone sold so well coming out of the box - before anyone knew if it even worked well - lies in the fact that all those early adopters like to be in the first wave.

Interpersonal relationships thrive on the ability to acknowledge someone for an accomplishment, or life event. This act of engagement is something that we as humans relish - even if it's only dozens of people we know casually wishing us a happy birthday.

Acclaim is one of the larger motivators. When people talk about us in a positive light or feature our names in a conversation, it gives us more incentive to take action. It makes a difference when people can recognize us for something we did.

There is a calming effect that takes place when a friend or colleague approves of something we did as individuals. Approval inspires people to continue down their path to success and continue their pursuit. This motivation keeps our clock ticking everyday.

For businesses, the value in Facebook lies in understanding your stakeholders - your audience, really - and distinguishing what niche of the market can produce the best results. There are certain things that remain constant in user interactions with Facebook; that's part of its appeal. As a business, you need to provide information that holds their interest.

Alternatively, you can create a group and attract followers by offering a free service, posting pictures, or written information that people want to respond to.

Successful Facebook pages Involve active conversations. Businesses should provide updated news and remain current with what's happening in and around their operation.

Companies that have successful Facebook presences touch one or more of the 7 A's, and consistently provide relevant company information that people can respond to and appreciate.
Failure with Facebook marketing results from an inability present your company as a leader, hone in on the right niche for your market, or provide an ever-changing stream of news and ideas that's relevant to your audience.

It's a lot of work. But consider this: people are already talking about you. It's best if you help steer the conversation.