New research shows that a large Facebook fanbase isn’t necessarily key to growing a brand.
Marco Arment, creator of Instapaper, recently blogged about the three great lies told by Apple, Google, and Facebook.
Number one on the Facebook list? That its users want to interact with brands.
Not that it’s impossible to advance a brand and marketing strategy by using social media like Facebook — quite the opposite. Such major brands as Captain Morgan and Old Spice have used the service effectively. But the old Rocky & Bullwinkle cartoon show had a joke about an upcoming advertising message being “fan mail from some flounder.” Social media can present the problem of Facebook likes from some flounder.
To plan smart, an entrepreneur has to understand what really happens on the service and what to realistically expect.