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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Why Facebook loves uber-average brands

Consumed => “Facebook Is Now “Pay To Play” Only For Brands” by Niall Harbison on Simply Zesty.

=> My value add (i.e., left a comment)…

“Basically if you want exposure on Facebook now you need to pay.”

I disagree with this as well but for a different reason.

The beauty (or beast) of Facebook is that it allows people to share their life experiences – including how they feel about a product/service. As they say, “The more things change, the more they stay the same.” In other words, word of imouth is still the most important channel.

Unfortunately, many/most brands believe that good enough – which is too often more like “good enough at best” – will get them noticed, discussed, praised, etc. That’s too funny, yes? By definition, average is the clutter, din, etc.

The internet is the great magnifier. So instead of being average, you’re now uber-average. And like it or not, you have to have a pretty massive marketing budget to overcome the perception of uber-average. On the other hand, the cost of moving above & beyond average and actually developing and maintaining a recognizable Guest Experience is probably a fraction of that marketing budget. Lucky for Facebook and its investors most brands are uber-lazy and/or uber-clueless.

Please don’t shoot me, I’m just the messenger.

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