Not too long ago, two friends of mine opened up their own Real Estate Brokerage in the NYC Metro area. Since then, they have shown all the signs of doing everything right: business plans, heavy recruiting, social media engagement, and so on. It was only natural that, in order to show my support, I join their Facebook group and become a Fan on their page.
Recently, however, I began to notice that I was getting what I deemed to be superfluous amounts of company updates sent directly to my inbox. Some examples:
In response to this, I gently suggested that the company reserve this type of information for venues such as company blog/webpage, subscription based newsletters, or even the Fan Page/Group wall. I reasoned that such company-specific news is something that people want to have the choice to read, and not sent directly to their Facebook inbox for them to almost have to read. After all, I’m going on Facebook to see what’s new with the people I want to know about (and to do a quick scan of the people who just show up on my feed).
My friend reasons that, if someone friends a business, they should expect to hear about that business. I agree, but only insofar as to the extent that I described above. Maybe it’s just me, but if I were to send everyone who is a fan/group member a message on Facebook about listings, recruits, etc., I would do so with the fear that I was being a tad offensive, and that I’d risk losing members.
For retailers, I can see getting messages about upcoming sales or specials- if I signed up to receive them.
What do you think… does joining a company group constitute consent to receive messages in your Facebook inbox? Are the examples above the type of information that should be getting sent out? I’d love some feedback.
{ 4 comments… read them below or add one }
Zane,
I completely agree with you. I (unfortunately) have stopped accepting “fan page” requests from agents that I really like (and companies) for this simple fact. This is stuff that should be going on your wall or blog – hell, maybe even a 2x a month announcement that brings it all together.
What I think that all of these people are forgetting is what makes social media magical is one word – engagement.
How in the hell is this (above samples) engaging? What am I supposed to do with it? How do I comment on it? What does it really mean to me?
If there is no engagement, then this is just blanket bullhorn chest beating. Way to go – you have joined the masses.
I think also that one of the most often times overlooked part of developing these types of campaigns is answering what I believe to be the very first question:
“Who is your audience?”
By answering this question you will know what, how and how often to talk about something. (i.e. if your audience is other agents – why the hell talk about your listings? If you audience is your client base – why are they interested in your recruiting efforts (unless it brings them some value)).
I haven’t seen a good “fan page” outside of the major players yet. My thought is that there really isn’t enough “value” for consumers AND/OR agents to really get them to engage or come back. That’s just my 2 cents though – and I’m far from an expert.
Matt
“does joining a company group constitute consent to receive messages in your Facebook inbox?”
Nope.
You’re right that those posts were great wall updates, but not great emails. Basically if there was some personal value in the message for you to know, then an email may be warranted. But those emails personally provide you no value, and are simply for the benefit of the business.
They are lucky to have a friend like you point this out before they lose their entire fan base that I am sure they are working hard to build.
I agree with all of you about the e-mail updates. Surely there are options that fans can select, to limit that, even if the page owner doesn’t get it right.
That said, I am having a great deal of difficulty getting my Facebook Fan page to function the way I’d like it to. Facebook widgets and apps leave much to be desired. Controlling what updates go where may fall into the same bucket.
… Robin
Hi Robin-
Thanks for the comment (thanks to Matt and Sara, too!).
I just took a look at your Fan Page, and- so far- it looks really good to me! You have photos and video, pertinent info, and interactivity. I can tell you that you’re already ahead of most people who first create a Fan Page.
If you have any questions, or if I can help in any way, I’d be more than happy to assist