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Facebook is Not Free

facebook1 Facebook is Not Free

“Facebook is Free.” So is Twitter, your Blog and those incessant email blasts we send and receive.That “Free” thing is quite far from the truth, actually!Access to these services may be at no-charge, but using them correctly and effectively is far from free.

That is a good thing.

The typical consumer does not value FREE. We are attracted to free. We are enticed and tempted by free.For years consumer research has shown that the average consumer cares more about products and services they have to pay for than those they don’t invest in.So the fact that “Facebook” has a cost is a good thing.

What is the cost? It’s the cost of creating good content and management.An effective Facebook, Twitter, blog or other Social Media campaign requires commitment and investment.A company and its leadership must treat Social Media like any other communications investment. Put enough resources against the job to do it right, or don’t do it at all.The resources can be the management time needed to state some goals and scratch out a posting schedule on the back of a napkin.It can be the staff time needed to research and add posts.The time it takes to respond to friends, fans and customers.The resolve to promote your Social presence in other places such as on your website, business cards, email signature, literature and packaging.The costs may seem quite reasonable compared to a major advertising or public relations campaign, but when we know we’re making an investment, we’ll take much more care in making it pay off.That is a good thing.

There is also another cost that we often do not see. That is the cost to our audience. I am sure we all put a high value on our own time and attention.We hate meaningless interruptions and rude intrusions on our attention.Remember that when you post.Your friends, fans and customers are investing their precious time and attention in reading what you have to say. Say it well. Say it concisely and move on.

I hope that’s what I’ve done here.

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2 Comments so far

  1. Brett Borders April 15th, 2010 2:35 pm

    You have, indeed, Al. Nicely said. And a great reminder — Farmville and Mafia Wars be damned!

  2. Justin Bowers June 10th, 2010 9:10 pm

    i remember cold calling real estate agents and pitching them websites. it was only 5 or 6 years ago that the “here’s why having your own domain name” script was used daily! in the last few days, i’ve seen 4 places promote classed on how real estate agents should utilize facebook. in working with one person, the question has been, “what do i do with it?” well, u facebook with it of course. duh. but, that ONE form of social media is natural to me and i forget that it’s foreign to more seasoned pros. i think the #1 most important thing people (boomers) need to keep in mind that social media is supposed to be fun because you’re interacting with people. IT IS NOT A SOURCE OF BUSINESS. too many times have i had to explain how to use soc med as a way to drive traffic but then the human element is left out of the whole ordeal and we have somebody older looking like wtf cause they’re just promoting their own business. *delete have to say, probably the best person i enjoy watching on facebook who promotes his business while still following the rules of being person is architect chris pardo.

    long live Mr. Splashy Pants!

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