Just because your business makes a Facebook pages doesn’t mean you are going to start gaining fans. Instead, you have to give people a reason to like your page. This is an obstacle that even large corporations have to overcome.

Whole Foods launched a Facebook campaign that collected more than 325,000 fans by expanding its “Green Mission” to Facebook and created the “This is my year to…” application. The grocery chain utilized the application as a platform to involve fans in their charitable efforts. In January 2010, Whole Foods kicked off the New Year by getting fans to pledge new lifestyle healthy goals. The application allowed users to update statuses displaying their pledge to “Know Where My Food Comes From,” “Choose Organic” or “Share My Plate.” Facebook users could vote for a corresponding non-profit organization that correlated with their pledge. The campaign and Facebook application lasted the month of January, and the top three charities decided by voters, won $10,000 from Whole Foods.

Facebook serves as a platform for grocery stores to  raise brand awareness, promote new products and attempt to drive traffic back to their websites. The site continues to evolve, with developers creating new Facebook apps to allow fans to do their grocery shopping on the social media website.

BigCommerce announced a new Facebook app called SocialShop. Grocery stores can use SocialShop (at a monthly fee) to add a “shop” link to their Facebook fan page and load their BigCommerce store’s URL for fans to upload. Then Facebook fans can browse the company’s products and share them with friends. The transaction itself happens on company’s eCommerce website.—DANNI WYSOCKI

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