The factors that can influence a consumer’s decision to buy a product are varied. We generally distinguish between external influences, such as identification with a social group or culture, and internal influences, such as attitude, lifestyle, or personality, as well as the classic marketing elements known as the 4 Ps: price, product, promotion, and place.

Heinz, an American food company, is currently conducting a trial in the United States using only its Facebook page. The brand’s 825,000 fans have the opportunity to purchase, via this social network, a new limited-edition balsamic vinegar ketchup that will only be available in stores in December.

As brands’ Facebook pages begin to lose their appeal to consumers, Heinz’s initiative will allow it to truly assess the interest generated by its page, acting as a test market. Will consumers be receptive to the exclusive nature of this offer? Will they be inclined to discuss it with their circles of friends? Will they be willing to share their opinions? These questions highlight the importance for a brand on Facebook to get involved in the heart of online conversations.