The term “social network” doesn’t mean what you think it means. Facebook isn’t a social network. It’s a website where I host my social network, and my friends host theirs.
“Social networks” are not a channel for your brand, they are a channel for your customer.
What makes Facebook awesome is that it provides a way for our social networks to overlap without having an awkward dinner party (or kegger). I can find out which of my friends are living in New York or watching Dexter.
Unfortunately, this also means that evil corporations can figure out which of my friends are living in New York or watching Dexter. Crap.
The system isn’t all bad, but you sure managed to screw it up.
If you want to promote your whatever-site, please don’t make yet another Facebook application that lets me flirt with, bite, zombify, or hug my friends. And definitely don’t make another one that tells me which Disney Princess I am.
Oh look — Mike made me a vampire. Now I’ll bite all my friends! Too bad I’ve already been bitten 100 times. We didn’t like it when it was a chain letter, and we don’t like it now.
You can’t just “get on Facebook” — like you couldn’t just “get on the web” in 2001 — and magically make money. I wish someone would grab you, and shake you, and scream, “You idiot. You’re wasting your time and money, and you’re ruining Facebook.”
But, lo! Hark! There is a better way to do it. It isn’t magic; it’s as easy as remembering 3 things:
1) Get over the novelty.
Social networks aren’t the wild west of the web anymore. That bubble will burst (or at least, leak all over my nice new rug).
2) Give me something worth sharing.
I don’t want to spam my friends, and I definitely don’t want you to spam my friends for me. If you do, I’ll go to great lengths to avoid your brand. But if you give me something of value, I’ll gladly tell everyone I know.
3) Let me run my social network.
I put it there, it’s mine, get your grubby hands off it. Make a good impression and I’ll leverage it as a channel for you. I’m a two year-old when it comes to sharing my network; you can’t make me do it. You have to make me want to.
Stop polluting my signal with your noise. Let me use my channel how I want.
Sincerely,
Facebook Users
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10 Responses
Well said. One must be careful using social sites. It is all about the approach. You can’t just go blasting on the scene and say “buy my products.” Join groups, participate in discussions, and let other people find you.
Yea, why should someone make money with a website they develope….how unAmerican?
Well, Justin, I think Facebook should be able to make all the money they can; after all, they’re providing the platform we use. They’re providing something valuable and useful.
But they’re not spamming us. Their system is being exploited to spam us.
And the worst part is: it doesn’t work! Who’s the last person who struck it rich tricking people into spamming their friends with vampire bites?
I totally agree. But it seems that facebook has also a small part in its commercialization. Would you change platform (kaioo, plaxo) to get rid of all these spammers? But you might have to start your network all over again (maybe data portability will save us from that trouble)
I won’t switch platforms - Facebook is still where all of my friends are. I don’t think the problem is with commercialization, since Facebook is a business and sometimes we actually DO like to buy stuff.
The problem is with the spam. The more spam there is, the less useful the whole system is, and the less money you can make with that commercialization. So why do the people trying to make money keep spamming? It seems self-defeating to me.
You are right on. Josh.
I wish there was one address though to send this letter to. It deserves to go to every ad agency, every silicon valley-ite and every corporation that wants to do social media stuff. can’t agree more.
Totally, Jinal. We all have to do our own small part. Delete a Facebook app today!
Hi Josh,
I couldn’t agree more. I’ve actually done all I can to not get involved with the Facebook apps, but the number of requests I get to add them due to friends either trying to make me a zombie, be part of their oregon trail wagon, or attempting to trout slap me is still overwhelming.
Thanks, Dave. But… trout slapping? That one is new to me.
I was just doing a little research and searched for Facebook fashion groups. The top one is PINK Victoria’s Secret, a sponsored group with 350,000 members. It looks like they have contests & product giveaways.
That seems like a better way to reach your audience than spamming them, wouldn’t you say? I mean, 350,000 are in that group but I didn’t even know it existed until now.
Since I’m not a big shopper at Victoria’s Secret, I’d say that’s a Good Thing.
@Suzanne,
Sorry I missed your comment earlier. I think you’re spot on - it’s about providing something valuable; in your case, conversation and information.