Your Brain on Facebook
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.
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.
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:
- Get you own Atomic Tribe
- Learn more about this innovative new technology
- Join my AT so you can see how it works from the fan’s point of view