This blog has mentioned before how brand marketing works. It’s a matter of conversation and interaction with the people you want to buy your brand. It involves social media and forging connections with your clientele.

You shouldn’t necessarily believe it because this blog is saying so. You should have some hard evidence to back that up. Some of you out there would even go so far as to require this evidence before believing anything that’s written here.

Do what you will. The numbers speak for themselves. New research from Forrester is bearing this out, saying that the top brands on Facebook maximize their exposure, post frequently, and encourage interaction with their clientele.

Interactive marketers must ensure that their customers can find the brand’s page, that it has fresh and compelling content, and that once those customers are fans, they will able to participate in the community (Melissa Parrish, report author).

The research suggests that if there’s any place to put yourself, Facebook is it. As if that global audience of 500 million users isn’t enough incentive, the report says that 63% of all online adults in the U.S. are on there.

It’s possible to feel intimidated by this. That’s not unusual; if anything, it’s normal. The sheer size of your potential audience is enough to give anyone pause, particularly if you aim to put yourself out there to rack up business. The Parrish report suggests that most marketers want to get in on the action there, but they feel unprepared, even inadequate in the face of the opportunity.

Whether you are or not is irrelevant. The real question is whether or not you as a business will position yourself to take advantage of the opportunity as it comes.

Forrester also found that, amongst the top thirty marketers, amassing the biggest Facebook fanbase wasn’t the biggest concern. Rather, the biggest companies use multiple fan pages, cross-promotion, and vanity urls.  All five of the biggest fan pages were, in point of fact, one of many dedicated to a single parent company.

Organization of these fan pages tends to be a matter of product, business unit , or location. For example, Google has a main Facebook fan page. But there are also fan pages for Google TV, GoogleMaps, and iGoogle. Each fan page has links to the other fan pages under the umbrella company – that is, Google TV links to GoogleMaps links to iGoogle, as well as others. This way, Google and others can actually circulate and recirculate fans from one brand into the next.

How do you like that for brand advertising? Instead of you having to do any work to entice anyone over to your other products, you just create a network where one product links to the next to the next. The network does the work for you.

Also, you’ll want a vanity url. You don’t want to make yourself hard to find for your fans. Starbucks, for example, does facebook.com/Starbucks. You can do something similar to this and achieve some real traffic flow.

And if you want to get the people’s attention? It’s easy. Just post often. Everything else will take care of itself.