There is a big discussion going on about the equity of attention in social media, and that curating attention is more important than posting information.  Curation is a fine line, and studies have shown that curation works better through less posting of more pertinent info, than more posting of one-off links, stories, etc.  Social Media is becoming quite good at capturing attention (think contests, PR stunts, promos, or other gimmicks), but maintenance of these relationships is becoming more important, difficult, and confounding.  If you look at Groupon, Homerun, and other coupon services (like San Francisco’s SF Gate deals that just started) – it isn’t hard to build a network so much as keeping that network interacting, which is the real challenge.  These coupon services are ideal examples: People will sign up for a specific offer (relevant to their interests), then react like the rest of the email offers (which they opted-in to) are part of their “daily spam regimen” (delete, delete, delete).

It is important to step out of your world as the business using social media to reach guests, and think how users of social media would like to be reached.

So… Facebook Pages, over-posting, and hiding streams.

We need to address this issue about how people use Facebook, versus how businesses wish people would use Facebook.  There is a fast growing problem that fledgling social media enthusiasts & page administrators are not aware of; although, they are encountering it daily in their happy-go-lucky power posting of relevant information for their hotels.

There are less eyes on your Facebook page than you realize, and you are losing more all the time.

It is a universal gripe…. even though no one truly enjoys Facebook, we need to be there as a business simply because that’s where potential guests are located, and that’s where we can perk up our ears to listen for mentions about our brand, and grow when we encounter advice or commentary.  Firm ROI is secondary to our experimental presences on Facebook profiles and pages.  Some are, in fact, successful in driving incremental revenue to outlets, some achieve positive brand building, some act as help-all concierges, some operate as ombudsmen, and still others have zero idea what they are doing or why they are there.  But businesses know they need to be available to their potential clients, even without a mitigated plan.  I think this is where a slight disconnect occurs for the business (and I have a whole post about this coming up):  People think it is about the business using social media (YAY! We’re HERE!), but it’s more about the availability of the business for the consumer.  More precisely, it’s about being available, but not being intrusive.  The way some people post on their Facebook Hotel Page, it’s tantamount to pounding on your guest’s door all hours of the day with little bits of information.  It’s overwhelming, and it is off-putting.

There is one simple fact, and it’s that the way you want consumers to use Facebook is *not* the way that Facebook users are using it. Yet.

We all know that Facebook is buggy, and for some businesses and neophytes, figuring out all of the settings and controls must be like wading through syrup.  For business’ savvy enough to realize you need to reach your audience where that audience chooses to congregate (chat rooms, groups, Twitter, etc), it isn’t made any easier by Facebook, and their lack of interactivity or ability to create real commerce with people.  Connections happen, and they are wonderful to see develop, but people are still reticent to have any real interaction with “business-as-commerce” versus “business-as-brand”, which is obvious in Facebook’s positioning with the ease of “liking”.   The throwaway simplicity of “liking” a brand at this point is meant to identify user profiles for targeted ad marketing, and not to promote any real deep interaction with the brand page itself.  Meaning, people are quite ready to “wear” a Facebook page brand as they would Gucci sunglasses or Prada bag, but they are not ready to transact with the brands themselves.  A lot of feedback from Facebook users is that business page posts still have the “feel” of being “spammy”.  With that in mind, we are already fighting an uphill battle in seeking out ways to connect with Facebook users that are fans of our specific brands.  This becomes precarious, however, because many businesses over-post pics and info in an eager and noble attempt to share their services/products.  This can actually drive people away.

Of course, the logical way a social network would remedy this is to have the brand advocate user “unfriend” or “defan” a page.  That way, a business page could use data exhaust and user actions to help learn in real time about what they do well, or what they might be doing wrong.  This works quite well on Twitter, and their are even Apps built on the API that allow users to find out precisely what they did that lost, or gained, followers.

But leave it to Facebook, a company obviously more concerned with user-experience less than the monetary value of those previous “likes”, to create the ability to “hide streams”.  It isn’t Facebook’s concern that a page isn’t curating attention, so much that the user enjoys a brand.  To Facebook, liking the brand is more important than telling the brand they are interacting poorly.  Once a Facebook user has chosen to “LIKE” a page, they will do almost anything to maintain that superficial connection for ad-model demographic targeting reasons.

Leave it to Facebook’s closed, corrupted environment to allow disingenuous networks; instead of Facebook creating meaningful networks of truly interactive partners, they have allowed users to hide streams, so you can be part of a network without really interacting with it. For those that are completely unaware, the option exists within Facebook to “hide” a stream, be it a page, an app, or person.  This is wonderful if you are sick of Foursquare check ins or Mafia Wars updates from friends, but it violates a vital aspect of social media’s earnest and transparent attempt at communication, and interactivity.  When a “stream” becomes overactive (constant updates, possibly via RSS or blog feed), or hyperactive (admin posting multiple links rapid fire, attempting to batch process relevant content for the hotel)…. users are hiding your stream.

This is a problem – not just for businesses, but for Facebook, as well.  Facebook is creating vast, HUGE false networks, or at least connections without interaction.  I don’t mean to be glib – but doesn’t it strike you as worrisome that a vast community of people isn’t really that much of a community at all?  I know it’s a vague concept, but how much trust will you stake in a network based off of false pretenses? The network that is supposed to connect everyone in the world is doing more to create a completely “tromp l’oeil” experience in regards to social media – it looks more like a network than it really is.  In the simplest terms, this is going to come back to bite Facebook big time, and they will have to make some decisions about hidden streams in the future.

The entire aspect of being able to be friends with people, or like a page, with the ability to “hide” their stream is disastrous on the effect of real networking, communication, and building potential commerce from within Facebook.  When your stream is hidden, you have no idea that it has happened.  When a Facebook user hides your posts, they still  “like” your brand, and are associated with it….. *WITHOUT EVER SEEING YOUR CONTENT*.  You disappear from their eyes, and you now have “phantom fans” who don’t interact with you.  Of course, Facebook made “liking” something inordinately easy to do, a couple months ago.  But in accomplishing their social graph concept, it further dismantles meaningful communication and interaction in lieu of passive, meaningless brand identity meant for ad-marketing, with zero regard to relevant idea exchange.

So, when users “hide” the stream, they still look like fans, but they don’t receive your posts anymore. Facebook, or the fan, doesn’t alert you, nor are you informed in any way.  The business, as a result,  has no idea they have been “hidden”, while the Page’s fan count will remain constant.  It’s been happening for a lot of business pages, and it’s becoming a problem for people that don’t understand the interaction people expect from a business, versus the interaction a business wants (wishes) to have with their clients.  If a business can’t learn from their mistakes, how will this experience improve for the people involved? If a user can haphazardly “like” at the same time as “hiding” those people or pages, is that really a relevant connection?

Your hotel may have 1000 fans, but what if 100 have hidden you? There has been so little conversation en masse about this “hiding” phenomenon, that I can’t accurately gauge what percentage of “like”-fans end up hiding pages, but in every day conversation about Facebook, in an extensive group of acquaintances, it seems to be a very common, and very popular, activity.  That’s scary.  If it’s a commonly known function in Facebook, you could have 30-70% of your audience not listening anymore.  That’s really scary.

Frankly I find it markedly cynical, and disingenuous.  If I had any clout, I would ask Facebook to stop it right now, and not because I don’t like being able to hide things in my own stream.  I love not seeing any of those apps populating wall, but it does make my decisions to “follow” and “like” pages less meaningful, and less legitimate.  If I couldn’t hide a feed, would I really fan a page, if I knew I were meant to legitimately interact and communicate with that brand?  Would the brands be intelligent enough to know how to court users, or captivate them enough so as not to drive them away?

I have had some success with how I manage interaction on Facebook… I post a link occasionally, but save most of the meat for a blog post which includes events, commentary, relevant google alert posts, comments, info – and then let that blog post feed into Facebook.  It is a whole bunch of posts / links in one single post.  That way people can access and interact with it if they want, at their leisure.  Instead of the links coming across their wall as one post at a time, they all sit in one place for the guest’s convenience.  One post with 20 links seems to be received much more favorably than 20 links posted once at a time.  Remember, this isn’t about you or your business force marketing or pushing your brand onto Facebook users; this is a place for you to be available to potential guests. Don’t get carried away.

If you overpost, you risk becoming irrelevant without having any knowledge or metric from Facebook to see how you are doing, or what you can do to curate the attention necessary to strike a balance.  Attention, in this new “economy”, is equity.  And curating the attention is now your sole job.  That’s interesting – because in our rush to curate attention, a lot of us forgot to ask how, precisely, to do that.  In an eager rush to share exciting news about your hotel, you may be losing eyes without having any say in the matter.  The only real option is to patiently fence sit, and be a skeptic.

My thought is to be patient, and ride out this precarious situation.  For the time being, Facebook users are hesitant to interact with businesses; when it becomes more acceptable, *then* get more interactive with your fans regarding products, selling, etc.  For now, we want to curate, and maintain, this attention.  The best way to do it is by being calculating, and to some extent… quiet.  At least make sure your formula = less posts + better content.

I, unfortunately, don’t have any answers.  It’s simply something that has been on my mind, and it’s not a conversation people are having on the implementation level of social media.  There are the tech bloggers yammering about equity, curation, & attention, but businesses have a way to go before they understand this aspect of Facebook.

This may change…. FB may cement itself and people will eventually get used to it as a vast & interactive portal, or it could fall apart under poor management and lack of acumen in development of the business pages side of the site.  Most Facebook users are still stuck in the concept of a private dialogue between close friends, where Twitter has evolved into a more interactive real world community.  It is sorely obvious that Pages…. are…. yet…. another…. slapped together…. on top of old architecture…. idea…. which Facebook threw together because they were worried about losing brands to Twitter’s opt-in propensity for real commerce.  Pages weren’t thought out in any real detail, and as these problems begin to mount, FB will need to make some serious choices about how to fix their site.

Until then….

This specific issue is why I organize most of our relevant links into a blog that lists all the information, pics, stories, etc.  Other than that, I reply to people’s comments and responses on the page. I post natively whenever possible, for reasons which I will address in a subsequent blog post.

In the end, this is less about Facebook, and more about you and your business page.  We are a captive audience to Facebook’s shortcomings, and it is a necessary evil for the time being.  In thinking about how you use Facebook Pages for business, you may want to consider the above; especially if you are one of the Pages that continues with a rapid-fire, staccato-like posting of brand mentions, deals, articles, press releases, etc….

It’s time to rethink your eagerness versus effectiveness on Facebook Pages.  Of course, as I write this… all I can do is wonder about Facebook’s effectiveness, overall.