Facebook Community Pages Potentially Complicate Things For Brands
Category: Blog - June 02, 2010
The announcement of Community Pages confused a lot of people, especially the brands who have already been successfully active on Facebook and worked hard to optimize their brand pages. For the week after the announcement the big question was, "What are they?" The answers are still unclear, but we know that Community Pages are Facebook's attempt to provide focal points of shared knowledge and experiences around generic topics, pages that pull content from your friend's updates.
There's more to it, though, and it is evident the advent of Community Pages can potentially undermine the work being done on the brand-controlled pages. Is this bad? For those brands still uncomfortable with the concepts of transparency and engagement, most definitely. For others, it's a potential boon to their presence on the platform, essentially adding for them a significant earned media opportunity on a platform that to date has been decidedly in the owned media camp. Dave Fleet provides an excellent overview of the implication of Community Pages for brands.
Group Director, Digital & Social Strategy
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