FIR Book Review: The Like Economy, by Brian Carter

The Like Economy: How Businesses Make Money with Facebook, by Brian Carter, is the latest book to be reviewed by FIR Book Review editor Bob LeDrew. From the book description:

“Your customers aren’t just ‘on’ Facebook: Nowadays, that’s where they’re most engaged. That’s where you need to reach them. Marketing on Facebook is no longer optional—but the field is cluttered with hype, foolishness, and ‘fake’ solutions that don’t deliver results. This book gives you what you really need: a complete, proven, step-by-step plan for maximizing your ROI on Facebook.”

Get this podcast:

• Download the MP3 file (3.84Mb, 9:31)
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Factor Facebook into your ongoing PR efforts to increase fan interaction

Organizations continue to pour resources into getting people to like their Facebook page, even citing the number of likes as a metric. Likes are worthless, though, if a sizable number of those people don’t come back to interact on the page. Most of us have liked a page just to be able to access some piece of content or other, only to never return.

Fan engagement on your organization’s page increases the likelihood that your fans will see your status updates in their news feeds. Commenting, uploading videos and photos, participating in polls and other interactions count far more than a like in Facebook’s EdgeRank alogirithm. A fan… Read More »

A tale of two organizations’ Facebook responses to crises

Two current crises demonstrate the value of candor in an organization’s social-focused communication efforts. In both cases, nothing the organization says will keep people from being upset and unhappy. But in one instance, the company acknowledged the fact and provided an opportunity for people to vent while at the same time confining much of the discussion to comments on its own Facebook post. In the other, an attempt to minimize discussion has led to a rash of critical comments crowding its Facebook wall.

In one corner is American Airlines, which lost Jack the Cat, a pet being transported on one of its flights. When it was discovered… Read More »

My common-sense approach to managing the glut of social channels

A lot of hype accompanied the launch of Unthink. Most major news outlets carried the story of a decently-funded social network launching with the intention of being the iconoclast on the block, the one network that ensured your data was always your own. Unthink not only put Facebook in its sights, but Google+, too.

I asked around and found few people who have bothered signing up. Heather Vana told me she signed up, tried to find some easy-to-follow written instructions, couldn’t, and left. Then there’s Jason Hodgert who, when I asked if this was one social network too many, replied, “One???”

A report published today notes that 100,000… Read More »

The Hobson & Holtz Report - Podcast #618: September 26, 2011

Content summary: Some immediate changes to format as a result of feedback from the listener survey: topic links as Delicious bookmarks, News That Fits up front and listener comments moved back; Ragan promo; News That Fits: discussion on Facebook changes and implications for communicators including listeners’ opinions; Dan York’s report also on Facebook with a focus on the OpenGraphAPI and control of our data; listener comments and discussion; a teaser of the results from the FIR Listener Survey 2011 and what’s next; the Media Monitoring Minute with CustomScoop; Michael Netzley reports from Singapore on Asian perspectives on Facebook… Read More »

Pharmas: Cry-babies, social media resisters or victims of unclear regulatory guidance?

Without explanation beyond encouraging “an authentic dialogue,” Facebook has reversed a policy that allowed pharmaceutical companies proactively moderate wall comments, deciding which they would move forward and which they would delete. As a result, several pharmas—Astra Zeneca, for example, and Bayer. Others, like Amgen, suspended their plans to introduce pages.

The change does not apply to product-specific pages, but it does affect pages dedicated to conditions. In other words, a company making a diabetic drug can still proactively moderate comments on the page for the drug, but not on its page about “Healthy Living with Diabetes.”

… Read More »

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