Corporate Facebook Page Analysis, Creative Essay Example

Ineke Perfumes is a San Francisco-based niche perfumery band which was founded in 2007. As of now, the company’s Facebook page (Ruhland) has slightly less than 2,500 likes even though it has been in existence for about six years. In other words, the company has acquired about 400 Facebook fans each year since 2007 or a little more than one a day. As we browse through Ineke’s Facebook page, one does notice that company’s founder regularly updates blog reviews as well as pictures of events she either hosts or attends. In addition, there are videos, too in which Ineke has reviewed her own fragrances.

Ineke also provides the list of events she will be attending in the near future so that the company’s customers and fans are aware of the opportunities to meet Ineke personally. It is apparent that the website is probably maintained by Ineke herself or at least she is involved in management of Facebook page in some capacity, one cannot help but notice that there are almost no efforts to draw new fans or give current fans an incentive to keep visiting the Facebook page and engage with the brand.

There are several ways Ineke can draw new fans to the company’s Facebook page. First of all, she should run monthly prize draws to encourage current members to invite their friends to join the page. Inviting friends will give current members additional entries in the prize draw and though current members may also be eligible to enter the draw without inviting friends, they will have to manually enter each draw. This will give current members an incentive to keep visiting the company’s page and will also encourage them to introduce the brand to new people.

Another way Ineke can engage current members is by inviting them new ideas for fragrances or even limited editions. Just as businesses can motivate employees by engaging them in the development and implement of corporate strategy, inviting company fans and customers to contribute towards news ideas will also increase page’s fans’ enthusiasm and may even attract new members to the page. Another way to engage company fans and customers is to keep them updated through the development process so that they continuously visit page for updates and even wait for new releases with great anticipation.

Even though the company now offers free samples through its website and a set of 8 samples cost $25, the price will only attract true fragrance enthusiasts. The company could allocate more funds to marketing by offering three samples for free if a customer agrees to complete a profile test which could give the company a better idea of a particular customer’s tastes. The results of the profile test could be used to choose three samples most likely to appeal to the test taker as well as convert him/her into a customer.

Ineke Perfumes has been in existence for about six years now and even though the company’s founder does a good job of keeping members updated on her day-to-day stories, there are little efforts to engage the page fans or attract new fans. Some strategies to attract new fans as well as engage current fans include running prize drawings, keeping customers and fans up-to-date on development of new fragrances and even inviting them to contribute ideas.

Reference

Ruhland, Ineke. Ineke Perfumes. 27 March 2013 <https://www.facebook.com/InekePerfumes>.