A typical Facebook user spends 10 hours a week on the sitefile:///Users/administrator/Downloads/Yellow-Social-Media-Report-2018-Consumer%20(1).pdf
It is no secret that Facebook is one of the hottest social networking platform for users around the World. There are over 2.27 billion monthly active Facebook users which is a 10 percent increase year after year.
In my opinion, Facebook is a “All-in-one platform” to me. Things you can do on Twitter, Snapchat, Instagram or any other platforms, you can do them on Facebook too. Facebook encompasses all the popular features of social media to establish itself as the leading social networking platform.
I strongly believe that the key to Facebook success is through customer participation and value creation, in which has helped to enhance its brand relationship performance. There are four types of customer value creation:
- Functional Value
- Relational Value
- Emotional Value
- Entitativity Value
1. Functional Value
There are many influences out here in Singapore just as many in other parts of the world. Xiaxue for instance, often updates her Facebook page to promote the brand she’s partnering with. She will write her reviews or experiences and share it with her audiences and associated friends. Such active involvement and participation allows direct input of their resources and enhance brand consumption experience. Facebook serves Xiaxue well as a platform and it has helped her garnered many lucrative sponsors and raise product awareness.
2. Relational Value
One other feature Facebook has is Live updates. Facebook allows users to go live to connect and grow with their audiences. There are many different reasons to go Live on Facebook. It offer audio and video presentations where their target audience can relate to.
Local radio station, such as 987FM frequently goes Facebook Live. Such feature allows them to connect with their listeners and better get their messages across. 987fm utilise Facebook to promote their giveaways, provide more information on brands which they are partnering with and many more! With daily interaction with their listeners, higher the relational value.
3. Emotional Value
If you know what’s “S Hook Lady” you would probably have seen the SG trend on Facebook
Facebook provides the opportunity to people to go Live on Facebook to sell their preloved clothes. Like this lady here, she managed to gather big audiences and “fame” after going viral on her Facebook Live. This lady was able to create her own content, contribute her own resources with a greater sense of control over the service process. With such high customer participation, it leads to a greater emotional value perception.
4. Entitativity Value
Clicknetwork enhances customer participation value through entitativity value. In this episode of “ROZZ RECOMMENDS”, they provide information that can be beneficial to their audiences. The host, Rozz, give a footage of her travel and give tips and first hand life experiences of her trip. And for me, I find the content interesting and helps me to gain a better insight of the city she visited.
Facebook has successfully enhanced its brand performance by aiming for higher customer satisfaction. With its various tools and the ability to find target audience more effectively, it helps to add to customer value.