Facebook: to see the strength and value in your site, we need to understand how we are using it in relation to our fans who have liked us.  Please let us see who has “liked” us, but also hidden our updates and news feed content.  It will only bolster interaction, the strength of connections, and reduce equity sucking clutter and spam. If you grant us access to that metric, we will be better positioned to maximize value and improve the network between users and brands. Read more:

This thought stems from here:

I was quoted in this article.

I had a comment about the comments section, actually.

I thought I might mention, for historical record, if it is in fact not like a sledgehammer over the head obvious, John McAuliffe (much respect though) is definitely selling something in that comments section. It is marketing-speak for VFM Leonardo, obviously.

Simple fact about all that lovely prose is that Facebook is not a consumer channel. Tripadvisor and review sites are, extranets are, forums in travel sites are…. Facebook is not. Tell your story, etc, but continually bolstering this vapid site as meaningful interaction is sort of a joke… and we’re waiting for proof of it on *any* level. Likes are not proof…. proof is the lack of interaction (likes or comments) of ANY major brand, let alone hospitality. The people (who have $$$ to make convincing others that Facebook is meaningful) who claim Facebook is “working” have a *LOT* to prove beyond just flowy & flowery PR talk.

I just thought it was good to point out –

the obvious point is that his response is part of the self-interested balloon around Facebook that is so dangerous, and part of why the IPO was such a disaster…. there was so much internal self interest around the false economy that is Facebook, people who knew it was junk kept talking it up. Come back to this article in four years and let’s see whose pragmaticism vs prose pans out.

Just saying Facebook means something doesn’t mean anything. We need to see interaction, of which, there is none. If you do the math on likes and comments, there is .0001% interaction. It’s a ghost town. Most brands have been hidden by this point. It looks like you have a “like”, but no one is paying attention.

If attention is equity in a curation economy, then it’s vital to get metrics about how many fans that “liked” us are actually listening, looking, and seeing our updates. I have a feeling that Facebook will NEVER release that information, because it would show just how dead of a network it really is.  Until then, we need conservation and caution with how we spend our most precious of resources: labor, and time.

Josiah from HotelMarketingStrategies says “Facebook is for story telling”, which is spot on.  But where Youtube, Pinterest, or Twitter has an active following that is listening to a story, what’s the point of telling a story if it is in a room where no one is listening?

 

So.. FACEBOOK…

 

I openly, expressively, encourage Facebook to give Brands the admin option on their Facebook Brand Pages to see or understand how many of our likes are “listening” and seeing our posts, vs. the fan base that “liked” us and has hidden our streams. Without awareness of when and how people hide our wall posts and content, we will never become better marketers to your audience.  Please consider this feature for us, and it could possibly bolster and strengthen your content and user interactions.

 

If you want to read more about my thoughts on this (beyond links posts in this article, above):

 

Filter Ethics, Hidden Streams, & the eroding open internet

 

Hidden Streams on Facebook Pages & Profiles, Over-Sharing, and Attention Curation as Equity.

 

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