A thought…
Following what was, perhaps a premature tweet critiquing ad campaigns that use Facebook as a cornerstone I decided I’d talk through my thoughts to better understand them. Though perhaps hasty, I stand behind my claim. Originally the frustrations stemmed from a feeling that the companies were doing themselves a disservice by plopping in their information to the Facebook Page. But there are a couple things that erk me about this trend. I acknowledge the benefits of communicating with the 500 million active users. I also acknowledge the growing familiarity and the user’s comfort with the interface.
However, the ability to control the users’ experience is taken away. Rather than delivering emotion and a message they are left displaying data. With so much pressure to create a good first impression the message I’m receiving is, “We can’t create a better experience than this Facebook template.” Being familiar with the interface allows the user to obtain the information quickly and I’m absolutely not discrediting the value of having Facebook integrated in the campaign.
My point is Facebook doesn’t have the potential to communicate the product as completely as a site does. Therefore, a Facebook link shouldn’t be the foundation of a campaign.
