Albeit, Facebook, a social platform which has changed the way 800 million people connect with each other, it has been on a back foot in terms of marketing itself. As a result, Facebook has hired Rebecca Van Dyck to be its head of global marketing, according to a report by AdAge. Ms. Van Dyck, a former Levis CMO who spent only 11 months at the company, is expected to bring important branding experience to Facebook. Prior to joining Levi’s, she was a senior director-worldwide marketing and communications at Apple, where she worked alongside technology czar Steve Jobs at Apple during the release of the iPhone, iPad, iPod and iTunes. Needless to say, Van Dyck knows consumers.
An initial public offering this year will put more pressure on the company to improve its image. According to IPO documents, Facebook significantly increased its marketing and advertising efforts in 2011. It spent $28 million in advertising last year — up from $8 million in 2010. The social network runs Google AdWords and Facebook ad campaigns. The company has recently formed a number of partnerships with media companies like NBC, the New York Times, USA Today and Politico to build its brand.
Although in the last eight years, it has become one of the most well-known brands in the world, it ranks among the lowest in consumer satisfaction with Google heavily promoting an alternative social network, Facebook will need to be strategic in coming years.
was recently involved in Levi’s “Go Forth” initiative, in which the company donated more than $1 million to renovate a community centre and aid an urban farming program in Braddock, Pa. Given her pedigree at Apple, Facebook could fast become a more user-friendly when looked at from the outside.
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