Facebook started out as a place for college students to connect with their classmates. Now it’s open to everyone. It’s become not only a social network, but an Internet marketing strategy. It’s easy to see how a person or small business can use Facebook but I’m interested in how a larger organization can participate.
Today I found the Mayo Clinic’s Facebook page (and an article on their online marketing strategy at 1to1 Media). And talk about a cool title – they have a “manager for syndications and social media.” Maybe I could trade in my “seo evangelist” title for something more like “social media marketing manager” here at OrangeSoda.
Here’s a quote from the 1to1 article on why the Mayo Clinic has a Facebook page: “Consumer self-expression brings authenticity and impact…If consumers are happy with their experience with the Mayo Clinic, and they tell others, it will undoubtedly help Mayo to grow its reputation and market presence.”
Notice how they used their name in the URL. Then they post stories from blogs (put a Google alert on your name and track your company or organization online). They also inserted RSS feeds to news and health information.
This is obviously for branding and for relationship-building.
Besides their reasons for building a Facebook Page, the Mayo Clinic is proactively building a strong reputation online.
When people search for them in search engines the results are full of quality information and web sites that reflect well on the company. That’s something every company should aspire to build.