P&G overcoming social networking hurdles
Consumer products giant Procter & Gamble has been utilizing social networking sites such as Facebook for nearly a dozen of its brands, a strategy the company is still refining. A prime example of social networking’s fickle nature occurred in 2006, when P&G invited Facebook members in 20 college campus networks to become Crest Whitestrips fans on the product’s Facebook page.By offering free movie screenings and Def Jam concerts, the site attracted 14,000 fans; however, more than 4,000 of those fans have since left.The company is hoping that a new “Become a Fan” feature, which would allow Facebook members to take some sort of positive action besides just viewing ads, could help fans stick around and become more invested in the brand.Read the full article here.
Consumer products giant Procter & Gamble has been utilizing social networking sites such as Facebook for nearly a dozen of its brands, a strategy the company is still refining.
A prime example of social networking’s fickle nature occurred in 2006, when P&G invited Facebook members in 20 college campus networks to become Crest Whitestrips fans on the product’s Facebook page.
By offering free movie screenings and Def Jam concerts, the site attracted 14,000 fans; however, more than 4,000 of those fans have since left.
The company is hoping that a new “Become a Fan” feature, which would allow Facebook members to take some sort of positive action besides just viewing ads, could help fans stick around and become more invested in the brand.
Read the full article here.
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