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A Business Facebook Case Study: How Kigali Crafts uses Facebook to improve business

A Business Facebook Case Study: Kigali Crafts

How do you achieve success as a business through social media sites such as Facebook? This article will investigate how Kigali Crafts, an online fair trade business, has used their Facebook account to increase exposure and improve sales.


1. Facebook Status Updates relating to current issues and posts that are interactive

Kigali Crafts status updates are not pushy, but offer useful information and engaging posts relevant to their prospective customerss interests. For example, their ethical customers are interested in Africa, ethical consumerism and international development. Kigali Crafts shares relevant news and asks questions about these issues. Product promotion is usually around 10%, and a maximum of 20%. That means that 'sales' posts are only around 1 in 5.

 2. Images and Videos

 Kigali Crafts frequently shares images and You Tube videos. This includes photos of producers and the office, as well as product pictures. The Facebook page has a tab that links directly into You Tube to make it easy for fans to view the videos about the company. Kigali Crafts also tags volunteers in photos, but only if they have given prior consent to their photograph being uploaded. 

3. Creating and sharing in Facebook Groups

As well as updating the status of Kigali Crafts to inform customers of their news and engage with them, Kigali Crafts has also created a group ‘Kigali Crafts volunteers’. By posting in the group regularly, Kigali Crafts can let volunteers know how they can help. The company may be asking volunteers to support them by running a stall or sharing the blog, for example. The ‘group’ also provides another forum for volunteers to discuss and share their experiences of volunteering for a social enterprise.

4. Facebook Advertising

 Kigali Crafts ran a Facebook advertising campaign that targeted people in the Uk who are interested in Fair Trade.  They now have over 1600 fans on their page.

 5. Facebook Shop!

 Kigali Crafts has incorporated it's shop into Facebook by creating a Moonfruit e-commerce website and connecting them.  This increases exposure and ease of sale.  You can also add products by using a free Payvment shop if you don't want to use a Moonfruit website.

What do you think of the Kigali Crafts Facebook page? How will you use Facebook to promote your business?
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