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BIA/Kelsey ILM West ’11: Facebook’s Matt Idema on Opportunities for Local Businesses

In his keynote yesterday afternoon, Matt Idema, director of monetization product marketing at Facebook, talked about the No. 1 social network’s success and promise as a platform connecting local businesses with consumers.

Facebook, which now has more than 800 million users worldwide, is one of the most visited sites around – with users averaging more than 7 hours on the site monthly. And local businesses are doing a nice job taking advantage of consumers’ interest in Facebook. In California alone, more than 40 million people are connected to local businesses on the site.

Idema focused on two key components to helping local businesses succeed on Facebook: first, instilling the importance of creating a presence that is authentic and second, stressing the need to engage users on a regular basis.

Idema noted that local businesses should first focus on building quality connections on Facebook before worrying about impressions. He explained how each local business connection multiplies out to a user’s average of 130 friends – and can continue to multiply out if content is shared by those friends with their connections, and so on.

As Facebook continues to play a central role in the online experience, Idema’s perspective is an important one for us to share with our clients.

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