Your Brain on Facebook

facebook con

This is a rant. I think this is a rant. Yup…this is definitely a rant.

I wasn’t going to publish a post today, but I woke up with Epiphany and her sister, Inspiration. I woke up understanding why companies like Facebook.

Mr. Content

You may call me naive, or you may think you know the answer already, but I’m warning you, you might not. I didn’t.

For 3 years prior to starting Triberr, I consulted for businesses -large and small- on their deployment of social media strategies. My advice has always boiled down to “screw Facebook, build content”.

You know…silly me. I was basically saying “provide value, and that will lead to the desired outcome”.

And despite the fact that this is a really good strategy…

  • It can build a business (it built Triberr)
  • It creates customer loyalty, sometimes even Insane Loyalty
  • It provides control (I’ll elaborate on this below)
  • And it ultimately leads to sales

I always push companies to build content on their own turf. The logic behind this is simple.

Original content provides real value, and having it on your own blog provides ultimate control over the customer experience. The two things that are HUGELY important, and neither is available on Facebook.

Despite all this, many companies stubbornly spend millions on Facebook related marketing. And I finally figured out why.

Your Brain on Facebook

This is your brain on drugs. And so is your Company on Facebook.

Despite the upheavals related to Facebook’s visibility quotient, many corporations are sticking with Facebook. Why?

And here’s the epiphany. Facebook fits perfectly into corporation’s existing mindset. Here’s what I mean.

Facebook marketing enables a corporation to:

  • Pay a lip service to notions like “engagement”, “top of mind”, “customer service”, etc.
  • It creates a veneer of “we care” without actually having to care
  • It doesn’t require an original content strategy…you know, the value.
  • It maintains a transactional view of all activities

Most importantly, the audience for the implementation of Facebook marketing are PR and Marketing folks. They are given tools by which they can shill without having to create  value. So, you know…marketing.

So, in summary, here’s what I think.

Facebook marketing works for those whose job is to market on Facebook.

Double-Cost Center

I don’t think Facebook marketing is particularly effective. It certainly doesn’t work for me, I’ve tried. And GM famously abandoned it last year.

Besides, it’s a double-cost center. A biz has to pay Marketers first, and then has to pay for marketING second. Thats a bad deal for any company.

I would be remiss if I didn’t plug Triberr’s Atomic Tribes (AT) here. Which is a lot like a Facebook fan page, except it’s not a cost center, but rather a profit center.

With Triberr’s ATs, each member becomes a broadcasting station for your company’s blog content.

Choose your next adventure:

Dino Dogan

Global Force for Badassery | Founder of Triberr | Refugee from Bosnia | Writer for Technorati | Speaker | Lousy Martial Artist | Pretty good singer/songwriter | Hi :-)

More Posts - Website - Twitter - Facebook - Google Plus

  • Ronald Earl Wilsher

    Content certainly IS king, Mr. D but it’s now become a commodity. The value of content has never been lower but the importance of content has never been higher. Your personality and the courage to be who you are is your competitive advantage.

    This is non-applicable if you’re an idiot.

    Great post, as always. Thanks for the shareage, Sir.

    Keep the faith and keep moving forward.

    All is well in Paradise.

    • http://twitter.com/dinodogan Dino Dogan

      LMAO @ Your personality and the courage to be who you are is your competitive advantage. This is non-applicable if you’re an idiot.

      #Classic

      • BR

        best quote I’ve heard all day!

    • http://www.theworld4realz.com/ Andi-Roo

      “The value of content has never been lower but the importance of content has never been higher.” I’ve been saying something along these lines for months now… but in miles-long format. You just stated it so succinctly I feel like a dumb-dumb. Or an idiot. lolz!

      I’ve become extremely frustrated with fellow bloggers. Some of these people are ones I really like a lot IRL but who seem to have sold out (thereby qualifying the first part of your statement regarding the low value of content). Others are people whom I do not like at all and who have always been in it to game the system.

      Regardless of my personal feelings towards these individuals, they all seem to feel that making money off crappy content is the way to go… and since they ARE in fact making money, it’s hard to argue that logic. But I just can’t do it. Not to say I write great stuff, but I write what I like, and therefore what I think other people might like. I don’t push crap onto people out of a misguided belief that content doesn’t matter.

      I keep hoping, not necessarily that I come out on the higher end of the stick, but that these low-end sell-outs will see the error of their ways, and experience a great comeuppance that I’m fortunate enough to witness. Hey! I never said I wasn’t vindictive! ;p

  • http://stanfaryna.wordpress.com Stan Faryna

    I agree with you about a lot of things, Dino. For example, content and service fuels engagement and loyalty. Content and service, however, doesn’t necessarily drive connection or put you on the radar. Nor do display ads. And I’m pretty sure that you agree with me on that.

    So a million dollars spent on Facebook display ads is poorly spent, but a million dollars spent on a Facebook gorilla marketing strategy (team, art, content, etc.) can deliver significantly more return than traditional advertising and marketing channels. BUT Facebook doesn’t want you to succeed with said strategy and they do a lot to prevent you from succeeding with gorilla marketing tactics.

    So you don’t just have to bring the 500 lb. mountain gorilla, you also have to bring the ninja. All of which to say, this is work for outsource. You can’t do it in house. And you wouldn’t want to.

    Triberr’s Atomic Tribes looks to be interesting. I haven’t tried it out as I’m still waiting for my 6 month free trial. [laughing] My main concerns with Atomic Tribes are:

    How do I bring value to my broadcasters?

    How do I recruit them?

    How do I get them set up without any confusion?

    Recently on my blog:
    Social Shopping, Open Sky and other social media DOHs
    http://stanfaryna.wordpress.com/2013/02/10/social-shopping-open-sky-and-other-social-media-dohs/

    • http://twitter.com/dinodogan Dino Dogan

      Easy. You bring value by writing awesome content. BAM! :-) Some also offer special webinars and what nots to their AT members.

      You recruit them the way I recruited people in this post. By explaining what it is and giving them a link. I also have links to my AT on my blog (all over the place :-)

      As for setting them up, that part is easy. Why dont you join my tribe and see how it works from the fan’s point of view http://triberr.com/join/atomic?tid=26102/

      Oh, also, it seams you can recruit people inside comments to join your AT :-p

      • http://stanfaryna.wordpress.com Stan Faryna

        As Ronald says, the value of content has never been lower. More importantly, my blog content does not speak specifically to bloggers who need reach. But your blog content does.

        Here’s an idea, allow atomic triberrites to offer a three month free trial to their fans. That’s undisputed value. And then you guys can convert trial users into subscribers.

        Think about it. :P

        Oh – I’m a member of your atomic tribe. I just don’t check-in. The hellos and handshakes just don’t do a lot for me. [grin] There remains a deep need for content in the Tribe conversation. And that should include images, sticky posts, and videos.

        Pole dancing would be nice too. [grin]

        • http://twitter.com/dinodogan Dino Dogan

          I think you may be misunderstanding ATs. Give me a ring a ling a ding on skype. I’ll ‘splain. dino.dogan

  • BR

    This is a great post, thanks for sharing! I’ve never been the biggest fan of using Facebook for marketing, and have read/heard a lot of mixed “expert” opinions about this. Some people say Facebook is THE way to go for social media marketing and some people say Facebook is not ideal and is on its way out. There’s no argument that some companies have had success with Facebook for online presence and “viral” content, but I’ve always wondered how many of those “Likes”, shares and views converts to real leads and real customers.

    One question I have is how do you explain this to the “higher ups” that have been influenced about the necessity of Facebook for business, that it isn’t always the most ideal or effective channel of communication and marketing?

    • http://twitter.com/dinodogan Dino Dogan

      I’ve had pretty good success when framing it as a double cost center. Of course, at that point they ask for alternatives, which didnt exist until now.

      The whole Atomic Tribes thing came straight out of boardroom. It’s the answer to the question “how do we turn FB marketing from a cost center to a profit center?”.

      Btw, I got back from a conference recently that was in Centennial :-) I loved hanging out in Lodo :-)

  • http://www.theworld4realz.com/ Andi-Roo

    Dino, as you well know, I’ve had a long and difficult history with FB and would gladly pull away if my hubz would only allow it. He is part of the crowd that says FB is still important, because that’s where people are at. To some degree, I see that he is right. But… my argument has been that the people on FB are NOT the people I’m interested in pursuing! Those who use FB for entertainment purposes (catching up with friends and family, playing games, etc.) do not click on ads. They aren’t customers. They are not spending a dime in FB.

    The only people actively using FB for anything besides entertainment purposes are the foolish sales people who have convinced both themselves and each other that FB is the place to be. If everyone in marketing decided collectively — ONE, TWO, THREE, *GO* – to jump off that silly monster, life would be so much simpler. FB fans could have their little fake world of likes, tags, and farms, while the rest of us could move on to more serious issues… like figuring out where the REAL online customers are!

    My blog is a PRIME example of this. Nobody in my personal life reads my blog or “likes” my FB fan page. This is a fact, not a complaint. It just is the way it is. Now that’s not to say I don’t have some “fans” on my FB page… I do! But… they all came FROM my blog TO Facebook… not the other way around. FB has not gained me one follower. FB has merely provided an additional place for people who were already following me to “hang out”. And I resent every damn second of it because I freaking hate FB!

    This is all a very long-winded rant-like way of saying, “OMG, I know, RIGHT?”

    • http://peacock-panache.com/ Tim Peacock

      Agreed on all points – especially with the division of fans versus friends. I have a Facebook fan page for my blog, but that’s the extent of my FB involvement blog-wise. I syndicate my blog to my fan page so I barely have to touch the page (sans responding to comments and adding outside content to the page occasionally),

      People who seek out great content aren’t going to click on a FB ad. They’re going to see it through a friend’s share (which they will trust more than a paid advert) – which means any money you’ve dumped into content marketing is pointless there.