Sure, Facebook can be used to connect with online communities – but what value does this add to your brand? Online brand plays typically work best when they bring communities closer to brands, and as brands are becoming decentralised there’s a trend towards brands positioning themselves within various social networking communities. This positioning doesn’t necessarily amount to a connection though… or even an interaction.
For instance, creating a branded group on Facebook brings a certain brand expectation – and most online brand experiences can’t be replicated within a limited environment. The risk is the experience doesn’t meet the expectation held by the brand’s lovers, and this can potentially have an adverse effect. Alternatively those unfamiliar with the brand receive an underwhelming experience, opposed to the potentially kick-ass experience the brand presents via other channels. Moral of the story? Create experiences and build organic communities. Don’t squeeze your brand into an existing network of strangers.
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Nice post, Andy. I think I’m with you – especially given the recent exodus of brands from Second Life.
Let us know if you do come across any brands executing well on platforms such as Facebook.
Since writing this, Facebook Pages have really come a long way. RSS feeds and content can now be embedded in Facebook Pages, somewhat replicating a brand experience within Facebook. Quite a good option for most brands.