Facebook (abbreviated as FB, now renamed Meta) is a social networking service and social media website originated in the United States, headquartered in Menlo Park, San Mateo County, California, United States. Netizens are accustomed to translating them into Facebook, Facebook, etc., and official media in mainland China often translate them into Facebook. Now renamed “Metaverse” (Meta). Facebook has created a diverse virtual online community with thousands of people and faces, and with its unique charm, it firmly holds the throne of the global social media overlord. This article will cover the history of Facebook and how brands use Facebook for brand communication.

The history of Facebook
Origins: Harvard students write on-campus programs

On October 28, 2003, Zuckerberg, who was still studying at Harvard University, wrote a website program called “Facemash” and hacked into Harvard’s campus network to collect private photos of students, and each time two Arrange photos side-by-side and ask alumni to choose the “hotter” photo. The program became popular across the school in just a few hours, and Zuckerberg, who first tasted the sweetness, established Facebook in February 2004. At first Facebook was only run as a platform for Harvard students to communicate.

Development: Dropping out of school to start a business, chasing after victory

Surprisingly, the app became a sensation in the academy after its launch. Zuckerberg chased after his victory. In 2005, Facebook officially opened to the general public, and swept the world with an unstoppable momentum. Now it has covered 189 countries around the world with a spark that can start a prairie fire. As of the first quarter of 2020, there were more than 2.6 billion active users within Facebook. As of 2012, Facebook generated a total of 180 petabytes (PB) of data, increasing at a rate of 0.5 petabytes per 24 hours. Statistics show that 350 million images are uploaded on Facebook every day. Today, more than 1.59 billion users worldwide use Facebook.

Transformation: Renamed “Meta” and entered the field of “Metaverse”

“Metaverse” is one of the hottest concepts in the Internet circle. It is considered to be the next frontier field of science and technology that reverses the relationship between people and technology, and completely reverses the real and the virtual. “Metaverse”, that is, with the help of VR and AR technology and equipment, to attract users in this 3D virtual world, to build a space similar to real life where people can interact with each other, and can satisfy work, communication and entertainment. Simply put, everything in the real world is mapped into the virtual world.

Facebook firmly hopes to get rid of the label that has been firmly attached to it since its inception – social media, to jump out of the “comfort zone” of social media in the home field, and focus on developing the metaverse. To this end, in order to change the public’s stereotype of Facebook, on October 28, 2021, Facebook officially announced that the brand of the platform will be partially renamed “Meta”. The Meta platform will become a new and more versatile form of Internet social media.

Key Features of Facebook Personal

Facebook is a social platform that allows users to send pictures, videos, documents, stickers and sound media messages to other users in addition to text messages, as well as share users’ locations through an integrated map function. Communities on Facebook allow people to keep in touch with friends and family, discover new news and share life stories. Its main functions are:

• News Feed

The dynamic message is that after the user logs in, in the full-screen mode, the right side of the webpage will display the latest news of the people and things that the logged-in user cares about.

• timeline

The timeline is the comment board on the user’s file page. Different from the comment board, the content of the timeline will be synchronized to the homepage of each friend, so you can publish some latest status on your own timeline, or you can set it to be out of sync. to all friends.

• information

Message boxes that can be sent to targeted users via private messages, just like email, only the recipient and sender can see.

• awesome

It is used to express the netizen’s position on the sender. The sender can be an individual, a society, a company, or a fan page. Use the “Like” button to appreciate and comment on the page.

• Shared album

After users create an album, they can upload unlimited photos to the same album, edit them together and “Tag” someone to the photos.

• other

Live video, check-in, say hello, create Facebook ads, create fan pages, create “communities”, write blogs and more.

Reasonable operation of Facebook accounts to reduce the risk of account bans

Facebook attaches great importance to user experience. A newly registered Facebook account is subject to the strictest review in the initial stage of use, and it is easy to be banned for improper operation. There are a few things that newbies need to pay attention to:

• Fill in the correct personal information (personal avatar, birthday, name)

Be sure to keep the personal information true and correct when filling in the personal information. Facebook mainly judges the authenticity of the account based on the photo, birthday and name. If the account is blocked by mistake in the future, you can also quickly retrieve the account according to the above three sets of information. Regarding the difference between Chinese and English names, Chinese transliteration is sufficient if there are no special needs. If the foreign trade industry needs to use foreign language names to communicate with customers, you can add “names in other languages” in the “Settings” module. In this way, personal names on Facebook can be displayed differently according to different language versions of users.

• Bind mobile number

After completing the registration, the account must be bound to the mobile phone number. After adding a mobile phone number, the security of the account is higher. At the same time, if there is a problem with the subsequent account, it is more convenient and quick to use the mobile phone number to verify.

Facebook Facebook helps overseas brands grow

As the world’s largest social software, more than 1.59 billion users worldwide use Facebook. Facebook’s influence cannot be underestimated. However, the number of users in China is not large, and it is mainly concentrated in the group of international students at first. Today, with the rising popularity and international influence of Facebook, it has become an indispensable application for practitioners in the foreign trade industry.

Brand Marketing Strategies of Overseas Enterprises There are two main strategies for businesses to choose to conduct brand marketing on Facebook: fan page operation and advertising operation.

• Fan Page Operation

Fan page operations are a long-term and free way to grow socially by building a brand’s public home page, generating posts, and engaging with fans through comments and private messages. Faceook can not only be used to make friends, but it is also an excellent platform for enterprises to attract fans by virtue of its strong community relationship and high user activity and willingness to forward and share. On Facebook, businesses can tell their brand’s story through a public homepage, and through well-crafted video images, lively and entertaining copy, and embedded linked posts can deliver brand information, attract fans’ attention, drive traffic to the site, and attract potential customers Like the homepage and make purchases, interact with users to build feelings, and then achieve the purpose of brand growth.

Users experience VR shopping trials within Facebook’s Instagram app

• Advertising operation

Advertising marketing operation is to create Facebook Ads (Facebook Ads), which is a kind of precise paid marketing based on human text. Facebook drives marketing through big data, and each user ID exists independently. Facebook’s user data is based on the real basis to accurately cover traffic, and is classified according to user gender, region, age interest, etc. Facebook supports the coexistence of various advertising forms such as information flow pictures, dynamic ads, video ads, and carousel link ads. The traffic coverage under this approach is accurate and effective, but it also tests the ability of the promotion specialist.

Before creating a Facebook advertisement, you need to apply for a Facebook advertising enterprise management account. There are currently two main application methods: preparing the company’s Chinese and English name, registered address, social unified credit code, business license in picture format, official website link Facebook fan page and promotion link and other information, which will be opened by Facebook advertising company or submitted by advertisers themselves through OE tools. After the review and approval, advertisements can be placed.