Dear Companies with Facebook Fan Pages,
It’s not you, it’s me.
If I’m your fan on Facebook, please know it says very little about whether you are doing a good job with your social media strategy, although this may very well be the case.
Adding your page to my profile is more akin to me wearing your logo on my sweatshirt or handbag than it is indicative of a conversation I am willing to have. Please don’t feel free to “engage” me with your news or press releases. While I appreciate your presence on one of the world’s largest social networks, I am much more impressed when you offer a good product, honor things like warranties, have a human being available to take my phone calls and credit my account when I pay my bill.
Although, like most other people, I am more than willing to enter a contest in hopes of winning something of value or pass along a coupon or discount, this means that I am a savvy consumer who cares enough to share good things with others. This does not mean we are friends. It just means that I like your products or services enough to admit it in public.
If your company is doing a bang up job aligning a Facebook presence with accountable marketing initiatives and solid metrics that indicate a positive ROI, please feel free to correct my position in the comments.
For everyone else, please add your voice in the comments and help stop the Facebook madness.
P.S. Don’t just take my word for it, The Slate just put out The Big Money Facebook 50. The factors were number of fans (companies had to have more than 200,000 fans to be considered for the list), company engagement and user generated content. Nothing about ROI, increased revenue or brand awareness in other channels. I’m not saying a fan page doesn’t have value, but can we please stop making this out to mean something more than it does. After all, according to the study, even fans of incredibly delicious Ben&Jerry’s ice cream got upset when the company got a little too enthusiastic about frequent posting.
Photo Credit: Scott Beale / Laughing Squid