PD2.0: How Much Effort Do You Need?

May 24, 2011

Via Cat Tully’s blog I came across some discussion on the Socialbakers social media measurement site about corporate use of Facebook.  They argue that posting too much can undermine user engagement just as much as too little.  Looking at brands versus media companies thei view is that brands should post 5-10 times a week while media companies should aim for a multiple of this – somewhere up to a maximum of 100.  It woudl then follow that MFAs/Embassies should clarify what the objective of their FB presence.

In a later post they take up the issue of when does managing a Facebook page become a full time job.  Although posting 5-10 posts a week wouldn’t require anything like this they you also need to look at the number of fans and the level of interaction required.  Increasing numbers of fans means more comments and a greater requirement to respond.  Socialbakers point to cases where companies have a team of three people to manage their Facebook presence.  This comes back to the issue of how much resource social media requires if it is to attain its full potential.  The problem is one of relationship management- building a set of social media relationships requires constant attention.  The issue then becomes one of trading off the contribution of a particular level of FB engagement versus other public diplomacy activities.


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