Should you allow your fans to post on your page?
Why do some big brands and well-known celebrities not allow you to post on their Facebook wall?
Apart from the annoying activity of others posting spam messages and plugs for their own business or activities, I can’t see a real reason – it doesn’t seem a fair way of interacting with the fans, and it really defeats the point of the page.
In the name of research while writing this book, I wanted to become a fan of a well-known car manufacturer’s page and ask what made the car so special to them, but it wouldn’t let me post. I would have thought that car enthusiasts all over the world would want to be able to interact with their favourite brand. Move over to Starbucks, and its page is full of interaction and postings from anybody and everybody about their experiences with Starbucks products from all corners of the world.
I can understand why Barack Obama’s page, with well over 40 million fans, has the facility turned off. Can you imagine the mass of postings from real fans and those that just want to take a pop? Managing the comments alone would be a full-time job, tens of thousands of comments as replies. That really is simply not doable.
If your page is purely another online brochure, and you have one because you are expected to have one, you probably want to take the road with the least amount of hassle or work, in which case you would turn the facility off. I would not advocate even having a Facebook page if you are not really going to use it, so think about your reason for doing before you get started.
If, on the other hand, you really are trying to generate massive brand awareness, network and engage with your customers and build up a loyal tribe of fans and followers, then you will need to have the resources to back it up. If, like Barack Obama, you have the ‘problem’ of millions of fans, simply let your fans know what to expect in the way of answers. Managing people’s expectations by posting a note in the info tab or other visible place on your page that you will be able to reply to only a handful of comments each day. That way, everyone knows where they stand.
A couple of extra things to note about your page:
- Determine how much access to your page you want your fans to have. Did you know you can choose whether to allow them to be able to post images and videos to your wall?
- Don’t overstuff your wall with constant messages all day. One or two posts per day should be enough.
- Do post great images of your product or service with a link to further information.
- Don’t post pictures of the team when they are drunk at their Christmas part.
Ref: Marketing with Social Media: 10 Easy Steps to Success for Business, Linda Coles (2015)
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