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The inner and outer workings of a digital agency

Kritika Tiwary

Sep 01, 2012 / In Social Media Marketing

Can you engage users through Facebook Apps?

Social Media has emerged as the new platform for interacting with and engaging the users. Businesses are recognizing this platform and using it to tap their potential customer market; to engage with their existing customer base and to understand consumer behavior. Facebook, Twitter, Tumblr, Stumbleupon, LinkedIn etc. are the leading social websites that have gained popularity among users and marketers alike.

Facebook, with a user base of 950 million people, is one of the leading platforms in social media. It comes second after Google in terms of unique visitors each year which amounts close to 50.9 million visitors. Its popularity can also be gauged by the fact that the site is visited by 83.4% of the people who have access to the internet. It is a widely used networking website and because of it the virality and the reach of this platform is phenomenal. Managing a Facebook page includes wall post management, applications, contests, competitions, etc.

"How does Facebook help in increasing the business of a company?" is the perennial question that comes to the mind of anyone who is new to the field of Social Media. Put simply, it helps convert your fans into leads, get contact details, increase engagement and virality by getting app users to refer their friends and so on.

The Fortune Hotels Facebook page is managed by Envigo. We have grown their fan base to over 17000 fans without the use of any advertising. Due to our concerted efforts we have been able to increase the user engagement of this page through Facebook Application. The application was an open text box competition wherein the user had to express his idea of a summer vacation. The winners were decided on the basis of their answer and were rewarded with a 2 night, 3 day stay at Fortune Hotel in Goa.The contest was a big hit in terms of user engagement and lead generation.

By using the application, the fan base was increased by 13.5% and their average engagement during this period was 223% above the long term average. A well created Facebook application helps in turning visitors into customers and casual visitors into brand advocates.

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