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Facebook Fans Value

…”It is the phase of what I call false engagement where an organisation believes there is an intrinsic value in having 100,000 Facebook fans and accordingly decides to replicate its website in Facebook. 100,000 Facebook fans is a totally valueless concept because if you are using Facebook to try and ‘engage’ with your consumers, 100,000 is not enough, but if you are using Facebook as it is designed to be used, 100,000 is way too many.”…

…”Finance directors are asking difficult questions about placing an actual value on a Facebook ‘like’ and asking how this compares with the proven ability to reach the target audience through conventional media channels.100,000 Facebook fans is a totally valueless concept because if you are using Facebook to try and ‘engage’ with your consumers, 100,000 is not enough, but if you are using Facebook as it is designed to be used, 100,000 is way too many.”…

Second is the discovery, by accident or intention, that the real benefit from social media lies in the ability to listen to what consumers or customers are talking about, rather than trying to talk to them. This intelligence can then be used to devise appropriate responses – appropriateness being defined around timing and relevance. In essence this means recognising that what consumers and customers are doing in social media, at least the bit of their behaviour that is relevant to you, is asking each other (and maybe you) questions – “how do I fix this?”, “how do I make this happen?”, “where can I get it?”, “why is this not working?”. Your response therefore needs to be shaped around answering these questions, through the content you produce and your ability to respond within a useful timeframe (usually close to real time).

Social media is not an effective tool to use to speak to all of your audience (that is advertising), but it is a very effective tool to speak to a very small number of exactly the right people at exactly the right time…”

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