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Visa uses Facebook to reach small firms

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“Our overall objective with the Visa Business Network on Facebook was very much around helping small-business owners to succeed. Understanding the power of networking for small-business owners, we wanted to facilitate networking in an online environment. We felt it would be a lot more efficient to create an application on Facebook rather than putting significant dollars into attracting an audience to a propriety community. Facebook advertising has proved to be the most efficient channel in terms of acquiring new users for the Visa Business Network. We could be very targeted and pick out small businesses we wanted to send advertising to. ... Within the first four months, 21,000 small businesses created a profile in the Visa Business Network.” —ALEX CRADDOCK, head of small-business marketing, Visa USA
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