To Be or Not to Be…On Facebook
Christoph Kappes, former Pixelpark CEO, who now is holding this position at Fructus, deals with this conundrum on an article for German online publication W&V.
Kappes stands on his ground when he says that “Not every brand has to have a Facebook FanPage. Facebook is not as helpful to brands as one believes”.
He boldly points out that, no matter how many Facebook users ‘liked’ your page, results do not always follow. “There are brands that don’t need to keep in touch with the client. Some of these survive because they’re distant, like upper-class brands.”
Brands who have outstanding client following and fidelity, like Apple, don’t need to use social media to connect with their clients “their raison d’être is to be exclusive and have a mystic halo”. The Facebook FanPage model is more about trying to get more clicks and fans, not about coming up with new and efficient ways of communicating with the consumer.
The bottom line is: you don’t have to be on Facebook just because all the cool kids are in there, sometimes it’s good to be asocial.
Read it all here.
