Dispelling Myths About Facebook Fan Pages

“Facebook Fan Pages: 7 Dos and 7 Don’ts for effective Community Development” by Dimitris Zotos (WebSEOAnalytics.com, 24 January 2011). A couple days ago this article popped up in an RSS feed. I read it, left a somewhat skeptical comment, and moved on.

However, over the last couple days I realized that wasn’t enough. In my quest to rid the world of misinformation and myth as generated by “social media gurus” I felt a more thorough response was in order. Please note, I’m not trying to discredit Dimitris as much help others not be misled. With that said, let me run right down his list:

7 DOs for Facebook Community Development

1. Focus on the Content – Upload images, videos, texts and other media types around your brand, focusing on the interests of the community you want to build.

Yes of course. Focus on keeping it relevant and don’t over do it. Yes Virginia, you can tweet too much. If you’re a smaller one-man/one-woman show don’t mix personal with business. For example, if you the person wants to tweet then have a separate account for that. Business feeds that chatter about the weather, lunch, etc. are annoying.

2. Encourage Discussions – Try to engage users by asking and answering on various updates. People are more likely to interact to a human tone of voice instead of a cold corporate talking. Tip: Use @ before a user name to mention specific users –like twitter).

Yes, but again don’t over do it. For example, Mashable uses the old ask a question trick with each and every update on Facebook. After a while that gets tired and in turn counterproductive. If your public wants to chat they’ll chat. But don’t judge success by the amount of small talk you inspire. If people are following you to satisfy certain information needs and you’re doing that, they very well might not have anything to say. They’re busy too, remember

3. Setup Contests and games – Be creative! Motivate people to participate and add entertainment value to their online experience.

Again, another overused cliche so be careful. If you elect to try this out make sure you stay true to your brand. Make sure the contest/game is relevant to your brand and the expectations of your community. People might not embrace your brand to be entertained.

4. Reward your fans – Why should I hit the “Like” button? Do you offer only information for your company and products? A way to attract more “Like” thumbs is to offer something special for your fans. (Vouchers, special offers etc).

I strongly disagree. A Like is ubiquitous and vague as it is. If you want to trade Likes for some special offer that’s fine. Just understand that that changes the meaning of Like. If you start to get disLikes will that mean they don’t like you? Or is it someone you baited to Like you and now they’re just returning to where they should have been in the first place? Don’t believe the hype, a Like is a pretty meaningless measurement.

5. Promote your Fan Page – Add your Fan Page’s link in your website, blog, e-mail signatures newsletters and printed media.

Yes, of course. But also be mindful that Facebook might not be around forever. For example, look at MySpace. A lot people invested quite a bit of time and energy in their MySpace presence. Once that bottom dropped out that investment was gone. You should have an overall web presence with a hub (i.e., your own freestanding website) and social media should be the spokes that feed that hub. Not the other way around.

6. Create Custom Tabs – Create custom tabs with compelling images or videos. This could be a presentation of your company, a contest announcement or even an application.

See point #1 about content. This might be a great idea, or it might be a waste of time. Add value, not novelty.

7. Be prepared to respond to negative reviews – These days people are more likely to express their negative reviews and comments straight to the brand. You should always be prepared to respond a negative review and you should not just try to hide it by deleting the post. This requires a specific policy and the right.

The better recommendation would be, “Be prepared to listen.” The new paradigm is about conversation. Naturally, there are going to be things you’re not going to want to hear. Should this happen then learn from that interaction. Chances are good that if the person was truly dissatisfied they wouldn’t have said anything to you/your brand at all. They have something to say so listen. In most cases you’ll be happy you heard from them.

7 Don’ts for Facebook Community Development

1. Don’t invite all of your friends – You should not invite all of your friends but only the ones you believe that are interested in the page. It is really annoying to receive notifications and invitations from things you are not interested in or even dislike.

Actually, not really. First, in the context of some of the Dos it sounds awkward. Baiting with a contest is okay but inviting friends is not? Aside from that, the beauty of FB, etc. is that the receiver is empowered to decide. In other words, invite them and let them Like you, or not. Or maybe they’ll Like you today and then unLike you tomorrow. It doesn’t matter since an invite is far more authentic than baiting.

2. Don’t leave the spam posts – Don’t let spam posts and links within Fan Page’s wall. This kind of moderation is not against freedom but it ensures that users will respect the community members.

Translation: Use a service like Posting (www.Postling.com) to help monitor and manage your Internet presence.

3. Don’t post from the same source – Don’t keep on posting only your website’s feed, even if you have a news media website.

Do what you feel most comfortable with and let your fans be the judge. Ultimately, quality and relevance is more important than source.

4. Don’t spam your users – Don’t send promotional notifications every day. It is not effective but annoying.

Agree 100%, finally.

5. Don’t forget the Privacy issues – Don’t upload images or videos and don’t tag users without a given permission. Privacy is a sensitive part that you must be extra careful.

Yes, it’s a fine line. But again, people can police when they have been tagged and detag themselves. If the photo is of questionable value (read: it’s risqué) then maybe your brand shouldn’t be posting it to begin with.If you’re not sure how your community might react just tag a couple photos and see what kind of feedback (or not) you get. And of course, if you do decide to be proactive expect an occasional complaint.

6. Don’t create fake accounts – Don’t create fake accounts to represent or support brands. Your target in a social media campaign is not to collect tons of fans or friends but to build relationships.

Should you have faux identities to post on your own page? No, of course not. On the other hand, be aware that when you are the admin of a page you can not interact with that page as your own identity. For example, if a small biz owner sets up a page for his/her business then that owner’s comments on the Page will always appear to be coming from the Page (not the person). If that person/brand promotes “personal service” then the expectation might be to see interaction coming directly from the owner. If that is the case then a second faux account should be used to set up the Page. Note: Faux accounts are a violation for the FB terms of service so be careful. Maybe your “newborn” or “great great grandmother” needs a page. Understand?

7. Don’t be so serious – For the community managers: Don’t take yourself so serious. People always enjoy a cool attitude.

Disagree! What you should be is brand appropriate. Humor is similar to politics and sports, in that it can be easily misinterpreted. The goal is to be authentic, and don’t confuse “business casual” with bogus attempts at being “cool”.  I certainly wouldn’t want my lawyer or my doctor to be focused on having a “cool attitude”. Would you?

Bottom line…Once you jump into the social networking and social media pool there are plenty of “experts” out there with snake oil to sell. Always be on the lookout for new ideas. But also be aware of the fact that there is plenty of noise as well, and don’t assume that just because you read it on the Internet that it’s true.

Innovation Rejuvenation

“How to Restart Innovation” by CIO Executive Council (CIO.com, 14 December 2011). Great collection of ideas! But let’s be honest, this is not rocket science. That said, let’s also dig a bit deeper and harvest some additional gold from between the lines.

Starting with the Brent Hoag (VP and CIO of Diversey), there’s the famous, “If you can measure it, you can manage it.” Diversey  didn’t just say, “Let’s be innovative.” Geez, anyone can do that. The key here, they made a particular team responsible for that business need. While it’s true the whole organization should play a part in innovation, by making it someone’s responsibility it’s more likely to happen. Thinking about it is easy. Talk is cheap. The key is actually making an effort, and actually making someone accountable for it too.

Next comes Allison Redecki (Senior VP and CIO of GS1 US) and, “Tear down the silos!” Which by the way also applies to Hoag’s team. What Redecki has done is to have her people not re-actively serve their clients but to be proactive and walk in the clients’ shoes. The goal is to strive to be in a position to add value, not just regurgitate. In some ways the requests for new ideas is actually a by-product. The by-product of IT having a better understanding of what the business is doing and what it’s trying to accomplish. Without that understanding there would be no new ideas to be offered. That said, in asking for ideas (and presumably rewarding them) IT is forced to become closer immersed in their clients’ world. Silos down. Everybody wins.

And finally there’s Mark Carbrey (CIO of Cross Country Automotive Services) and their focus on The Guest Experience. His team is constantly evaluating and re-evaluating. In addition, using volunteers for such efforts not only keeps everyone engaged beyond their focus (read: it keeps them looking beyond the silos) but it also excites them. Everyone across his team is continuously a part of something new.Funny how participation gets people to well…um…participate.

The bottom line…It’s alarming how many organizations put their employees in cubicles, ask them to focus a fixed target, measure them on that, and then those same organizations are shocked when, “Think outside the box,” doesn’t produce significant innovation. If you want your team to use The Force, then you have to also give them the opportunities and inspiration to feel The Force too. Or as Chevy Chase said in Caddyshack, “Be the ball Danny.”