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【オリエンテーション】Facebookページとは

企業がFacebookページを開設するということ

2011-08-31

企業がFacebookページを開設するということ

Facebookの中に企業がFacebookページを開設するということ。それは人のいる場所にFacebokページという支店を建てるということです。先に述べていますがそこにいるのは、『実名制』を前提とし、実社会と同様の顔とつながりのある人々が存在します。つまりは実社会同様の生活者のいる場所に支店を建てるという認識を持つことが第一歩となります。


Facebookは生活者が主役の場

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Facebookをはじめとしたソーシャルメディアというのは生活者が集まり、そして『生活者が主役の場』であるということです。企業がFacebookページを開設する際に、忘れてはいけないのがこの視点だと考えています。Facebookの中では生活者自信が情報を発信したりコミュニケーションをとったりと、生活者一人ひとりが主役です。企業としてはその場にお邪魔をさせていただくという思いをもつことが大切です。

例えば、みなさんが友達同士で楽しく食事をしている場に、突然知らない企業の営業マンが入り込んできて、自社の商品の宣伝をはじめたらどう感じるでしょうか? きっと邪魔だと感じますよね。少々、極端な例えではありますが生活者が主役であるFacebook場に企業が入るというのはそういうことです。その中で企業が生活者さんに自分達の声を届けたい、コミュニケーションをとりたい、そのためには生活者に好感をもってもらえる、愛される存在である必要があります。


キーワードは「共感」

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先に述べたように、生活者に愛される企業であるためには何が必要か。それは生活者から「共感」を得ることだと考えています。人間というのは自分と同じ思い、自分に近い、そう思う相手に親しみを感じるものです。それは相手が企業であっても同様です。そのためには、生活者の皆さんに対し「共感」を得るような情報の発信、コミュニケーションをとるという意識をもつことが基本です。自社の商品に対する強い思い、開発エピソード、実際に働いている人の姿や声の紹介、環境に対する取り組み等、他ではなかなか伝えることのできない自社の取り組みをFacebookという場で紹介をするとよいでしょう。生活者の心に届くような情報を発信すること。そうすれば、生活者からたくさんの共感が生まれその企業を好きになる。その結果が企業のブランディングにもつながり、更には自社の製品やサービスも愛されるわけです。企業のFacebook活用におけるキーワードは「共感」であると筆者は考えています。


B to CからB with Cへ

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繰り返しになりますが、生活者が主役の場に企業がお邪魔をし、生活者から共感を得ることが大切です。Facebookをはじめとしたソーシャルメディアという場で企業がもつべき視点というのは「B to C」ではなく「B with C」であるべきだと考えています。企業が消費者と同じ視点でものを観て考える。何を求められているのか? どうすれば共感を持ってもらえるのか? より良いコミュニケーションを生むことができるのか? ある意味、大切な友達と友人関係を築くときと同じ視点が必要なのだと考えています。

このような思いをベースに企業として、是非ともFacebookページを活用して欲しいと思います。

小野寺 翼 株式会社メンバーズ

株式会社メンバーズ所属。現在はソーシャルメディアプランナーとして日々Facebookページの運用および新規開設提案等に奔走中。著書(共著)『Facebookページプロフェッショナルガイド』がある。


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