Facebook: Marketing's Greedy, Petulant Child
My congratulations to Facebook, Mark Zuckerberg and his staff on its 10th birthday. As a consumer, I enjoy the social networking site as a connection portal to my friends and family. For that it is invaluable.
However, as a marketer who has been there since Facebook business pages began, I really hope that the next 10 years of Facebook becomes more business-centric.
When Facebook created business pages, it was an amazing connection tool — like a cool club that fans of your brand could hang out in and communicate with your company and each other. I watched many friendships form as a result of Facebook. It was a joy as a marketer to behold how brands and fans connected.
That said, Facebook over the last few years has become like a greedy, petulant child.
It's not satisfied to allow businesses, which spent considerable time, energy and money to build their Facebook "fan clubs," to be able to communicate with those hard-won fans. It had to go and make it about money. Don't get me wrong, I'm all for making money, but let's face it, we now have to shell out cash just to reach our own fans.
My birthday wish to Facebook is for it to allow marketers to reconnect and re-engage with their fans. Ratchet down the greed. If I were a futurist, I'd say that in the coming 10 years Facebook will be supplanted by other social networks, hopefully ones that are more commerce friendly. Or maybe figure a way for us marketers to successfully engage our fans, rather than helping us disengage.
Well, that's my two cents. Disagree? Let me know by posting a comment below.