Is Facebook a fit?
Inside the social media echo-chamber, the pressure to bring brands onto Facebook is intense. Amid the rush, many brands lose sight of why they're going there in the first place, when they should have a clear focus on how they'll deliver ongoing value to their community on the platform. These are still early days, as big brands that can afford to invest heavily on the platform are still experimenting and learning. And, it's important to note that not all brands belong on Facebook. In this article, I'll discuss a handful of unlikely brands that have invested in the platform in order to highlight some questions you should be asking yourself to determine if Facebook makes sense for your brand. Hopefully some of the examples will also inspire you.
For the purposes of this article, I'm focusing on fan pages and apps on fan pages because these are the foundation for brands that are developing their presences on Facebook. If you're interested in learning more about how fan pages fit into the overall engagement cycle on Facebook, please check out my presentation from Sprout's Social Media Summit, which explains this in detail.