Can Brands Be “Friends” on Facebook?

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fbookMy two cents – in a word, “No”.

Here’s why…

Let’s say you have a Pro Sports Team Facebook Fan Page – and a brand – one that is not currently a sponsor of yours – shows up and engages your brand on Facebook. The viral nature of Facebook makes this action visible to many, possibly thousands of other people. Is this kind of brand interaction “fair” to your other (paying) sponsors who are not actively engaging your brand on Facebook?

Perhaps fair is the wrong word, but you get the idea. Social media is a platform – and yes – it is a free one, but that doesn’t necessarily mean that brand interaction in this space does not have a price. In fact, I would counter that it does.

As teams and leagues begin to negotiate the social media space (check out the NHL’s new Fan Page that launched recently) these kinds of questions need to be asked and addressed. These are the kinds of answers and strategies that I build. More on just how to do that in a later post…

What do you think? Can brands be Friends?

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