Brands on facebook-part one
November 25, 2007
In the last week or so everyone has been commenting on Facebook’s Beacon and the problems and privacy pitfalls of opening up the “social graph” to brands and other third parties. Some have mentioned they don’t think it’s a good idea for brands to be people’s friends, where others have argued that brands are important social currency, so they naturally fit into social actions and display.
I thought it made sense to explore what brands are up to on Facebook.
This is a two-part post.
Part one is a look at some basic counts and part two will examine some strategies behind the successfull brand efforts.
This is by no means exhaustive, but it’s a very quick glance at who is doing what and it’s pretty interesting to see the inconsistent approaches. The simple analysis here is just to look at the brands and to do a simple count for the member or fan base for their group or page. This doesn’t include consumer generated efforts on behalf of brands, there are lots of those, just the ones that appear to be initated by the brand itself.
You can see clearly that some brands are leveraging the presence, while others have just put their toe in and have yet to take real action. It’s surprising to see product brands that are well loved, like iPhone and Halo 3, have so little traction. It’s also clear that some brands have a lot of catching up to do- United against Southwest, is just one example. You can also see how brands are using Facebook for campaigns- Reebok’s “Run Easy” is a good example.
What distinguishes success from failure here appears to revolve around execution and content; you’ve got to offer content and offers direct to your Facebook audience and you’ve also have to give them a reason to belong and take actions, but more of that in Part 2.
Here are the counts:
Abercrombie and Fitch- 235 fans
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