Many companies are learning to use Facebook in fun, interesting ways to better engage their customers. Before we look at a few examples, it’s important to consider what Facebook is and is not.

Facebook is an online social community where people can connect and share experiences with friends and family from around the world. Facebook isn’t (typically) a place where people go to be advertised to or to be barraged with sales pitches.

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Because of this, Facebook created Fan pages so companies can better reach their customers and offer value without invading their Facebook Wall uninvited. Anyone can visit a Fan page and click Like to join that page’s community. When you Like a page you’re giving that company permission to interact with you. As you Like more pages, your interests are dispalyed on your Wall and begin to shape your online browsing experience (for a great post on the “Like” system and how it’s a potential Death Star for Google, go here). So how are companies using Facebook?

Sharing Information and Identity

Maybe you don’t know much about a company. Facebook offers companies the chance to share some of their personality and company culture. On our Fan page, we have a “Have You Met…” section where we post interviews with some of our associates. We also use our Wall to share things that we like, including interesting marketing campaigns and information about our charity program, Ivie Cares. It’s a way for our Fans to stay connected to us and for first-time visitors to get an idea for who we are.

Connecting with Potential/Current Employees

Looking to start a new career or interested in learning more about a company’s job opportunities? Some companies are using Fan pages to better connect with potential and current employees. Hyatt Hotels and Resorts has a Fan page dedicated to careers at their company. On their Wall, they regularly answer questions about upcoming job fairs and open positions. They also have a few custom tabs, including a job board, a list of upcoming recruiting events, and photos from recent career fairs.

Sharing Offers, Promotions, and of course, Shopping!

While Facebook discourages intrusive advertising, it doesn’t limit what companies can offer on their Fan page. Some companies are using their Fan page to post offers and help Fans find and purchase their products. Dick’s Sporting Goods’ Fan page includes a store locater and Shop tab that lets Fans search for items and purchase them through their online store. They have also integrated their Twitter feed, and post news and information about upcoming promotions. 

Let’s not mince words; I’m a huge shoe fan. You could even say I’m a fashionista*. That’s why I’m gaga for Nine West’s Fan page. Their page allows people that Like their page to shop using their online “flipbook.” It’s essentially a Nine West catalog, online, with a dash of magic added to it. While you’re flipping through the catalog, you can purchase items. All of this from the comfort of Facebook. Amazing. (Thanks to Becky for the heads up on this Fan page!)

Of course, this is only a cursory glance at the many Facebook Fan pages. Which Fan pages have impressed you? How is your company using Facebook to connect to its customers?

*Aaron is not a fashionista. Do not ask Aaron for fashion advice, including but not limited to: matching colors, what’s “in style,” or how to complement a handbag. Not Valid in the continental United States, Canada, Mexico, Alaska, or Hawaii. Surprisingly, valid in Iceland.