We've moved from "let's embrace get into bed with FB", towards "let's embrace it but drive to our website".
Already the idea for a business investing its time in a Facebook profile for which they only have cursory control and are subject to Facebook's whims and changes of what they consider important (what was the cost to business for the 31st March roll-out?) was scary. But to me it seems that Facebook thinks that companies depth of engagement is now all about visual content, as any examiniation of the new page format will reveal.
My question is this: How deep an engagement can you get when it is all about visuals, and where comments and likes are collapsed to numeric values. The "Engagement" to people not already familiar with the group It turns into visual eye candy (the image) plus social proof factors as the convincing mechanism for people to "engage or not". In fact, when you actually start to analyze the "depth of engagement" and code the issues that are raised through the commenting feature you've got to ask whether the "engagement" ROI even covers the full-time staff members wages.
But then really all this talk about "engagement" is really a lot of rubbish, because the goal of FB is to get you to like something, and by so doing pool your interests collectively with other, for the purposes of advertising profiling. Look at any FB change through this filter and it soon becomes clear.
So, thanks to FB new rollout I have much greater luck saying to business "leverage Facebook for what it is - a great advertising platform, but put your own business assets at the heart of that strategy and spend".
What's great about FB is that it has educated business about the potential for viral SNS and that makes it much easier to explain to businesses because they are already up to speed. So thanks to FB for that.
What do others think?
ps. I have also noticed that when you watch a video as an application this is automatically added to your timeline, but can be removed after watching it. Don't like this, but I'm weird I guess.
Edited by DonnaFontenot, 03 April 2012 - 07:49 AM.