Whatever your opinion on the future of Facebook is, all Web workers - from marketers and designers of all types, to analysts and entreprenuers - need to know how to manuever in that particular social network.
More often than not, an enterprise brands social participation is limited - if not in volume, then certainly in voice.
However you define success, there will be winners and losers, but across the board, those losers seem to have similar traits:
Fail to Live By the Like
The "like" is the most important currency in the social ecosystem. Without likes, social media success will be hard (if not impossible) to come by. While there's often a fine line between begging and casually courting users for likes, there's no harm in trying. Live by the like, and you'll love the rewards.
Fail the Personality Test
Does the word "sterile" mean anything to you? It does to users, and it should to social media marketers. Without a "personality", whether it's aggressive or casual, kind or mean-spirited, it's difficult for social media users to want to join, much less participate. When your social media marketing team is true to the enterprise voice, success on Facebook is just a few new posts away.
Fail to Make Regular Appearances
At this point the concept of EdgeRank should be well known - the more likes, the more often thoe likes occur, and the more often the likes that come from users that have recently liked your brand equals the prominence your brand and its post will have in a Faceboo users newsfeed. Website Magazine's Amberly Dressler will be penning a column in our December 2012 issue on social media schedules - read it when its available.
Fail to Appear... Visually
Admit it, text is lame. Users interact more with images and everybody knows it - the recent increase in research confirming it is extensive. Take pictures with your smartphone, have employees send them to your social media marketing team, and share them reguarly on your fan page. With some creative thinking, and the right personality of course, you'll be on your way to earning the likes you need to succeed.
Fail to Encourage Interaction
The death knell for a social media page is a lack of interaction. Without a regular poll, contest or gamified call to action, users don't have a reason to return and when that happens your social media campaign doesn't stand a change. Google's recent acquisition of Wildfire (an app maker which has produced a Facebook promotion platform) signifies not only that there is money to be made in social media, but that it and others value user interaction - in whatever form it may come.