Managing Facebook Fan Page - A 24/7 Job!

Seems like there's no stopping the Facebook juggernaut. While many may complain about privacy issues etc., it doesn't seem to stop others from signing up.

And where the crowd goes, that's where commerce will follow suit.  Almost like locusts....good or bad, however you may see it.

For the past few weeks, I have been observing brands on how they manage their Facebook Fan Pages. To make a long story short, it's not as easy as one thinks and it is definitely, a 24/7 job.

Right now, every brand wants to be like Starbucks on Facebook. Generating more than 13 million fans, it's the envy of the branding world.  For a look at the top 10 brands on Facebook, check out http://www.famecount.com/facebook-rank/Worldwide/all/Brand

Unlike a website, which is completely automated (for the most part) and can therefore, pretty much operate on it's own without human intervention or input, with Facebook, it ain't the case.

You've got fans that want answers because they're thinking, "Oh wow! My favourite brand has a Fan Page. That means they want us to talk to them, to tell them how we feel and they will answer!"........Note that the fans are not 'hoping' you will answer,  they are expecting you to answer.

And that's the hidden trap that most brands find themselves in. Because half the time, they're not ready for a 24/7, round-the-clock conversation with their fans.  

Gee, ain't that a shame? It's like you're in a relationship (which you initiated, mind you), and suddenly you find out that the other person is so desperately needy and you realise that you're not ready to deal with that much neediness.

And the worse part about this relationship is that, it could turn out really ugly if you decide to break it off. Like not answering calls (in FB case, comments), or worse, shut down the relationship completely (i.e. take down the Fan page).  Like hell hath no fury, you can bet your marketing dollars, that the 'bad break up' is gonna be heard far and wide.

So what should brands do? Honestly?  They need someone who understands their brand and product, has some writing skills (a PR background would handy) and.....is able to do nothing but monitor your Fan Page.

I think there's a market for this. Hmmmm.....may be I should get into that....