Facebook Week at Waves: Altimeter Report
- Image by bobster855 via Flickr
The Altimeter report on Facebook success gives some insight into what makes a Facebook page successful.
It’s a good resource,. if a little theoretical: I’m not sure that any user wants to be faced with a barrage of community expectations when they join a page, for example: These are internal rather than community issues, and although having a link to a statement helps clarify, it can itself become a point of contention for the eagle eyed. (How many people read Ts and Cs?)
And, being pedantic, ‘live authenticity’ is a real social media-ism: I agree with the principle, but it’s so wrapped up in jargon that it’s destined to fail: no-one is completely authentic. I really don’t, for example, want anyone to catch me first thing in the morning before my first cup of tea and a shower, even though that’s another facet to my ‘authenticity’. There is absolutely nothing authentic about Old Spice Man, except of course that Old Spice are very transparent about this being a fun campaign to engage us all with Old Spice and sell some more.
Personally, I prefer to think that the people behind the site will embody the brands values, and be empowered to respond/know how to escalate things. But, as I noted above, this is somewhat pedantic.
And the notes on dialogues, engagement, and regular updates, along with consistsent responses, all ring true, making this worth a read.
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Tags: brand, social media, Technology & Telecoms 2
communications, PR practise | claireatwaves | 
August 3, 2010 10:51 am
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