Facebook Brand Page Follies: "AOL Keyword: Acme Corp.” In the mid-2000s, it meant the Acme Corp Second Life store. And in 2011, it means “find us on Facebook.”
Now marketing on the site du jour is not in and of itself a grievous error. It’s just that most brands get so blinded by the bright shiny objects, they forget even the most basic rules of marketing.
Let’s start with metrics: for many brands, the only sign of an effective Facebook page is the presence of many, many “fans.” (e.g. people who have hit the “Like” button.) It’s an easy number to achieve: there are actually companies that will guarantee you x number of fans by the end of the week"
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