Mathew Ingram of GigaOm recently wrote about Facebook’s challenging ad business model. It touched on an issue I’ve been thinking about of late with regards to finding the right voice on a company Facebook page.
In short, Facebook is the most personal of any of the social networks. It’s not far from the truth to say that the reason that almost all of Facebook’s users joined the network in the first place was to connect with personal friends and family. This is what drives them to log-in everyday, check their feed on their phone and is the basis for the status updates they share.
They can follow their favorite sports team, celebrity, media source and products. But that is a convenience, and they won’t tolerate it if one of these entitites fires off too many self-promotional updates that get in the way from people interacting with their friends. And what Facebook watchers like Ingram are trying to determine is what will keep sponsored stories from doing well (will people scroll right past them in their feeds to get to their friends’ fun updates?). [Read more...]