Facebook Marketing: An Hour a Day.

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Month 2: Establish Corpo

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Opening Pandora’s Box (Continued)

•    Does your organization have experience with user-submitted content? If you are blogging

aggressively or if you already have comments on another web property, others have prob-

ably faced difficulties and learned how to deal with problems.

•    Will you really interact with customers, or will the feature give you a business benefit?

Inherent in this process is the creation of a community of people who have a common

interest—your product or your organization. If you can creatively use this as an outlet for

calls to action or for better exposure, it may be a good option. If you’re doing it just to “fit

in” with the crowd, you’re probably not motivated by the right things.

•    Are you afraid of giving your customers a loudspeaker? Although this could be a great

way to communicate with customers, it is also a great way for people to publicly air griev-

ances. If your customers are more polite, it may work very well. But by doing this, you may

be giving your customers a reason to get other people in the community upset at your

organization.

Figure 5.2 Raising Cane’s Photos page