做企業就得做廣告，就得讓人知道你在做什麽，你企業的特色和優勢。雖然目前經濟不景氣，很多人在個人消費方麵“節衣縮食”，但是，對於企業經營相關的開支，很多時候還是當大方的得大方。也正是因為這種原因，很多人將生意的著眼點盯在企業廣告開支這一塊，而且還一再的取得了巨大的成功。當年的雅虎如此，後來的穀歌是，今天的Group On和Facebook（臉譜）也依然是。
Group On取得了初期的巨大成功，我自己也“成功”的在幾個月之內在它那裏做了三次廣告。結果發現，越是成功（賣出的Deal越多），自己倒是越吃虧。在我看來，Group On廣告平台，不是一個值得使用的平台，至少，是一個代價巨大，收益率比較低的平台。關於這個平台的廣告效果分析，我放到今後有機會時再來進行。
在穀歌上做廣告，大家都已經非常熟悉，而且，操作起來也是異常的簡單明了：無非就是花錢買吆喝，讓人家到你的地盤上來看看熱鬧。至於其後是不是會給你帶來銷售數量，那就看你後續的營銷能力了。
在這裏，如果你滿足於搞“標題黨”，很可能也會帶來巨大的，但卻是費錢不討好的“點擊率”。為了這個可惡的，讓人又愛又討厭的“點擊率”，人們花了不少時間來合計，來提高點擊率的使用效率，於是，就有了pay per click (CPC) 和 pay per impression (CPM) 的區別。這後者在前者的基礎上進了一步：pay for the number of people who see your ad as opposed to how many click on it.兩者的區別，就是到了門前沒有進門（CPC）和到了門前並且還至少進門看了一眼（CPM）你寫的那些玩意。
和穀歌完全開放的平台相比，臉譜擁有的優勢是存在它的服務器上的那些為數大量的私人信息！於是乎，臉譜就在充分和最有效的使用這些私有信息，來為自己牟利上下功夫了。那麽，對於中小企業而言，又怎麽樣才能夠在這個平台上獲得最大的廣告效果呢？
下麵是一位在AOL做谘詢者給出的例子：
Facebook is a great place to advertise online, and tapping into its social media power can yield equally impressive results. Here's but one example:
Chris Meyer is a photographer -- specifically, a wedding photographer. Wanting to try something new to grow his business, Chris decided that he would start small and try a Facebook ad campaign. Like many others before and after him, Chris found that one of the best things about advertising on Facebook is that you can very specifically target who will see your ad. That means that you only (generally) pay for highly qualified leads, and that means that you save money while getting better prospects. When only people looking for what you sell see and click on your ads, your budget goes a long way.
So Chris created an ad for his wedding photography business and chose to have it be seen by women in his area, aged 24 to 30, whose Facebook "relationship status" was "engaged."
Chris spent $600 on the initial ad buy. And how much did he make? How does $40,000 over the course of a year sound? Obviously, he didn't stop there. Today, Chris says, "I have found [Facebook Ads] SO effective. My business wouldn't be anywhere close to where it is today if it weren't for Facebook, and the ads campaign."
Creating a Facebook ad campaign of your own is really very easy:
· First, check out the Facebook advertising center.
· Next, use the point-and-click design tools to create your ad.
· After that, Facebook will ask you to target your exact audience, like Chris Meyer did. Your audience can be as large or small as you like, but the greater the reach, the more you will pay. You can choose to either pay per click (CPC) or pay per impression (CPM) -- that is, pay for the number of people who see your ad as opposed to how many click on it.
· After that, you will be asked to create a budget, review your ad, and get started.
One thing you should really like about a Facebook ad campaign is that you will be able to track your results in real time, see who is clicking and change your ad if necessary.
That last point is very important. It is unwise to simply create an ad, check out, and come back a month later to see what happened. I once did a Google ad campaign, seeking people looking for "small business speakers." I ended up paying a lot of money for clicks from people looking for "Bose speakers," and not someone to keynote their next event.
如果你不想花錢做廣告，那麽，“臉譜”又能為你做什麽呢？初步看來，它為你提供了一個平台，就像是一個場地，讓你能和你知道或者今後想和你認識的人，有個聚一聚的地方。於是，你就可以在那個屬於你的地方，貼出你想讓人看的信息，包括你公司的廣告，和你的促銷信息。
於是乎，很多公司就提供“拉客”的辦法，來爭取更多的臉譜社區居民來和你拉上某種關係（連接， Like），在獲得這種連接之後，它就可以對你進行廣告和信息攻勢了。為此，有的公司采取的是提供高額的獎勵（六合彩）來誘惑人們入套。
在這種連接（Like鍵）產生之後，連接者的朋友也有很方便的機會，跟進連接，產生“愛屋及烏”和“臭味相投”的效果。頗有點像“老鼠會”的“經營”方式，隻是在這裏，利益誘惑沒有那麽明顯而已。表麵看上去是“君子之交淡如水”，實際上卻被一個個的有心者所利用。
臉譜自己也寫了一個四頁的“指導手冊”，來告訴人們，其平台對於中小企業提高經營效率的巨大價值。讀了之後，也沒有感覺出很誘人的內容。到底是臉譜的文字水平有問題，還是它本身確實是還沒有真正的挖掘出足夠誘惑人的“誘餌”來。
下麵是連接：http://ads.ak.facebook.com/ads/FacebookAds/Facebook_Platform_US.pdf。
如果你有什麽更好的建議，請貼在下麵的評論欄裏，和大家分享、討論。穀歌和臉譜都是新的科技，我們得學會使用新的科技來為我們的生活和事業服務。
有機會時，我會談談，怎麽樣通過臉譜來創造商機——和臉譜做合夥人，讓臉譜平台為你賺錢，而不僅僅隻是讓它做你的廣告經紀人，而你隻是它的客戶！
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