Take me to your Facebook Manager
Although it set out with the aim of connecting people with friends and colleagues, Facebook is being put to a growing range of uses.
As more and more people use the social networking site to tell all to anyone, those who invest a little time listening stand to learn a lot. In fact, there is so much to learn, should businesses and organisations bring someone in to specifically manage Facebook communication?
Obviously, organisations and businesses realised early on that Facebook could be used as a tool to communicate with audiences. It is an informal way of getting in on the conversation and finding out what people really think about your product or service, as long as you are prepared for some home truths.
As well as gathering popular opinion, Facebook is increasingly being used to keep tabs on what target audiences are up to, whether it be Google ads or the Government.
Last week the Government published proposals to police social networking sites as part of its counter terrorism activities, focusing on contacts rather than content.
It has also been reported that specialist fraud investigators are scouring details posted online by those claiming benefits to check they are telling the truth about their family situations.
They are using Facebook pages to find out whether those claiming to be single or living alone to get handouts are infact married or sharing a household with other adults.
It is also being used to build child protection cases by monitoring the behaviour of some parents. Monitoring the site can catch out people who claim they have separated from abusive partners but are still in regular contact, posing a potential risk for children in their care.
If Facebook can help businesses and organisations achieve their aims, then fair play. But they will first have to face up to the reality of using Facebook in this way. It will require dedication to reap rewards.
As is often the case, businesses and organisations start up a Facebook page in the hope that it will instantly deliver results.
There is a belief that having one is enough. However, effective Facebook management takes time. Businesses and organisations need to get onto appropriate fanpages where they have an interest, something to say or something to offer and build relationships over a sustained period of time before they can reap the rewards.
Take the time to listen to what your audience is saying, ask them questions and use their responses to improve services or products. And don’t be easily offended – you’re talking to real people with real opinions – expect some real answers.
It sounds like a lot of work – so who will be first to employ the first ever dedicated Facebook manager?