Marketers, it’s getting harder to pretend your audience isn’t using Facebook.

Facebook announced today that it has reached the 500 million user mark. That’s half a million users in six years. Put another way, that’s the population of the United States, Japan and Germany…combined.

The most visited site on the Internet has marked the occasion by showcasing Facebook stories, tales of how some of its users have been impacted by using the social network.

At brainwoo, we have a different way of marking the occasion. We’ve compiled Facebook case studies across five industries (Retail, Healthcare, Tourism, Financial and Non-Profit) to showcase what to do – and what not to do – when trying to connect to your piece of Facebook’s half billion users.

Retail
Brand: Target

Target has done a great job over the past several years developing its reputation as a friendly, hip department store through competitive pricing and partnerships with popular designers. Target’s Facebook page celebrates its stellar reputation, and takes it one step further by acting as a true community for Target shoppers.

The key to Target’s Facebook success? Selling without selling. For example, to promote the fact that Target stores are a source for stocking up on dorm room necessities, Target asked for people to submit their own dorm room stories through the Facebook page. More than 200 people replied within 30 minutes of the post going live.

Target is also to be admired for their use of apps, such as a “Look Maker” to promote its Merona clothing line, or its “Roommate App” which allows roommates to post messages, split bills, etc. all while being served Target advertising.

Last but not least, Target has combined its charitable side with its digital side in the attention-getting “Bullseye Gives” Facebook campaign. This initiative let Facebook fans decide which non-profit should receive 5 percent of Target’s annual income (a sum they have always given to charity). The campaign not only did some good in the community, but also increased Target’s visibility and fan base online because the campaign quickly spread virally throughout Facebook.

Lesson for retail marketers: Get creative! Think of ways your customers can interact with your product without being oversold. Fulfill their needs, and think of applications that will keep them coming back.

Healthcare

Brand: Macarthur OB/GYN

You may not have heard of this Irving, Texas OB/GYN practice, but it’s leading a wave of doctors and medical practices that are using Facebook to connect with patients and potential patients. Dr. Jeff Livingston, the doctor behind the group’s social media effort, posts stories relevant to the group’s patients, and answers general questions posted on the Page’s wall (ex. What foods should I avoid while pregnant?) Patients and staff also post pictures of newborn babies, and share events happening in their area that are of interest to moms of young children.

The practice has proven that media practices and healthcare facilities have just as much to gain from Facebook as other industries. The key is balance. Macarthur obviously steers clear of specific medical advice, or sharing private info, but they’ve built trust with their patients through Facebook by sharing the type of content they know will be relevant to their lives.

The Facebook Page feels personal, comforting and informative, something many medical groups seek to convey in their brick and mortar practices. By displaying baby photos, fan questions and community discussions, Macarthur has created a feeling of personalized attention that sets them apart from competitors.

Lesson for Healthcare Marketers: You can use Facebook to reach your audience. Know the rules, and stick to them. Then, think about your medical practice through your patients’ eyes. What might make them feel more confident in your doctors? What might they want to know before their appointment to put them at ease? What useful information can you provide that they would be likely to share with friends?

Tourism

Brand: Philadelphia

Lots of tourism organizations do a great job on Facebook, but Philadelphia stands out for the pure excitement it brings to its page. The page is a celebration of all things Philly – from historic facts, to coverage of new restaurant openings, to a cheering forum for the city’s sports teams.

The reason the Page really works is because The Greater Tourism Marketing Organization has developed a true community, so much so that fans will post questions on the page, and other fans will answer, without any nudging from the admins. The result is a truly informative destination for Philadelphia residents and visitors alike. People planning a trip to the city can get recommendations on kid-friendly restaurants on the Page’s discussion board, or get a suggested public transportation route to explore the city’s historic areas. Residents can discuss and review new restaurants or art gallery openings, and offer their expertise as digital tour guides for tourists.

The excitement about Philadelphia bubbles through the admins’ and fans’ comments, and also through the fantastic, brightly shot photography and video that adorn the page. The admins take the time to answer every fan post, whether it’s just a quick comment or a detailed suggested itinerary for a day trip.

Bottom line, the organizers behind the Philadelphia fan page have successfully conveyed their enthusiasm about their city through Facebook, and have caught others up in the fun.

Lesson for Tourism Marketers: If you’re not excited about your destination, why should anyone else be? Look at your destination through the eyes of a child, the eyes of a teacher planning a field trip, the eyes of a couple planning a wedding, etc….what will each group need to know? What multimedia or first-hand accounts will help them feel as if they know your destination before they even arrive? How can you help them plan their trip? Share your excitement about the little things and watch as they build to create an overall positive picture of your destination.

Financial

Brand: E*Trade Financial

Sure, the popularity of E*Trade’s Facebook Page may have been spurred by the enormous response to its “E*Trade Baby” TV spots, but the admins behind the Facebook page are doing a fine job all their own. The page is a good example of a financial company using social media to interact with its audience, while walking the fine line financial institutions must face when engaging in social media.

The admins behind the page share relevant financial industry news, and ask general questions, such as, “What’s a common mistake new investors make?” The strongest feature of the Page is its use of FBML (Facebook Markup Language) to create a compelling page design, and its apps. From a “Baby Mail” generator that allows fans to send e-mails featuring the famous spokesbaby, to a “Favorite Stocks” app that allows fans to pick their favorite stocks and compare them to their friends’ picks. The goal throughout the page seems to be one of name recognition and awareness.

My one concern with the page is the admins’ lack of response to some questions and negative comments on the wall. If they were a little more vigilant, I think they’d find a more loyal user-base.

Lesson for Financial Marketers: Social media is not off limits for financial institutions. Find a way to relate to your customers in a way that does not involve financial advice. Show them that you understand why they save money, trade stocks, etc.  Use apps and multimedia to make your Page exciting, and set it apart from other, more corporate, institutions.

Non-Profit

Brand: Action for Healthy Kids

Non-profits as a group are doing a great job on Facebook, and the social networking site holds a lot of potential for these groups. This organization, which promotes healthy lifestyles for kids at home and school, stands out for its mix of inventive activities and recipes to keep kids interested in being healthy, and calls-to-action to change policies in schools and places where kids gather.

The admins behind the page do a great job of responding to fans’ questions, posting interesting video and pictures, and generally promoting the idea that healthy can be fun. The Page does not veer into doom-and-gloom; rather, it takes the childhood obesity epidemic and turns it into something for community discussion and advice.

The community that has been built within the page is impressive, and the admins do a good job of linking the page with other national campaigns, such as Michelle Obama’s “Let’s Move!” initiative.

Lesson for Non-Profits: Keep it positive, no matter what the subject matter. Never cry wolf, or use scare tactics, as people do not wish to participate in a community that makes them feel intimidated. Use photo/video tags, hyperlinks and the Favorite Pages feature to connect your brand to national and international initiatives that do similar work. Keep up with the news, and post relevant stories. Use your Page as a place to poll fans on how they’d like to help your organization, and always thank volunteers publically whenever possible.

The take-away? Facebook's 500 million user mark means your brand is going to have to really work to connect to the right audience through Facebook. It also means that there is a lot of potential out there for your business when you do.