Can brands still use social networks?

As all the previous articles show it, it has become indispensable for brands to use social networks to create a relationship with their customers.

However, more and more studies seem to proof a saturation of the commercial use of social networks: using your Facebook page to say "our products are great, why don't you try them ?" is not enough.

A few figures: 

- Only 15% of French customers consider social networks as a good platform to buy online products.

- 60% of worldwide Internet users don't want to be disturbed by brands on social networks

(Source: study "A digital life" 14th December 2012, TNS Sofres)

My question: what can brands do in this context? Can a brand still create a real buzz online?

Yesterday, I went to the great inaugural conference of the Week'Up conference cycle at EDHEC business school, where Michel et Augustin (represented by Christopher, communication) and Faguo Shoes (represented by the co-founder Nicolas) were present. And, according to them, there is still a place for social brands in the communicational strategy of brands.

- Michel et Augustin's use of social networks is particularly interactive; users love the brand and the atmosphere on the Facebook page is very lively.

Lastly, Michel et Augustin launched a competition in which users had to find four golden cows (one hidden in one of their products- a giant cookie, one hidden in Paris, another one hidden on their website and still another one that was hidden in their building) to win a ticket to travel with Michel et Augustin to New York. I followed the reactions of the Facebook-users during that chasse, and everyone seemed to help each another. 

Moreover, the contents published by regular Facebook-users are not censored and left as such: no censoring for Michel et Augustin, it's all about having an open dialogue with their customers. Users regularly comment on the taste of the products, about their last culinary discoveries and their love of the brand. To give an example, each time Michel and Augustin publish content on their page, at least 20 users "like" it, and, which is unusual and the signal of an excellent Facebook-relationship, it is quite frequent that more people comment than like the content. 

At the conference, Christopher gave a clear answer to my question: yes, brands can still use social networks. Especially if the values of the brand are to create a real proximity relationship between the brand and its customers.

The main role for social networks: enabling customers to participate to the Michel et Augustin adventure. 

- Faguo Shoes

For the story, Facebook was a key-ingredient in the success of Faguo shoes, a 3-year-old brand, created by two students while still studying in a parisian business school. The first sale events of the brand were created on Facebook.

Nevertheless, the use of Facebook users of the Faguo shoes page fan is different from that of Michel et Augustin. Even if the content created by the page is viewed and liked by around 10/20 people per post, there are not many comments. 

Likewise, Nicolas saw Facebook as a way to communicate with customers about which products they would like. In other words, Facebook is a direct tool for asking customers what they want, and getting a quick answer. Customers also interact with the brand in that way: most comments posted are about where to find Faguo products. Sometimes, users post pictures of themselves with their Faguo shoes on, a nice way of creating a direct relationship between both parts. 

My conclusion: the future of commercial uses of Facebook belong to the brands close to their customers, brands who take the time of answering as many customers as possible and who want a relationship with their customers. It is not enough to use social networks as a commercial tool, there should be a real will to create a community of lovers of the brand and to animate that community.