There are several components to a Facebook Fanpage; and like Facebook itself, the one most frequented is the wall. People talk here and the brand director reads it and hopefully listens. But when businesses try to integrate a lazy marketing tactic such as begging the question, “What do you think?” it comes off as desperate.
As a consumer, I feel too pressured to make a decision right then and there, and when the topic is too broad and there’s no incentive to respond, I don’t want to participate. I need a narrative that will strike an emotional chord, not bland marketing. I need to know your product has my best interests at hand, so if I’m green and I find out from a wall post you’re not recycling your plastic bottles, I won’t give you the time of day. Better yet—I’ll become an enemy.
If businesses really want to grab consumers— online or off – they should continually ask themselves: “What’s in it for my fans?” Crest Whitestrips got it right.
Speaking to the misdirected companies on Facebook, how about a contest for the consumer who gives the best suggestion on the seven varieties of a new product, or perhaps something a little more creative like what a sweet tea business can do with all its wasted plastic bottles. How about a stunt PR tactic—a sensationalistic “World’s Biggest Bottle Statue” brought you to by the brand that needs a better place for its bottles. I guess it all goes back to traditional PR on a 3.0 platform.
If you’re wondering why you’re not seeing threads on a discussion topic part of your Fan Page, then buy me a toaster. I really need one.