What to do about Facebook?

...the 800 pound gorilla in the room. Organizations looking to build community would be well advised to pay attention to this phenomenon.

It's not enough to build a website and call it a day. People access the web today for so many different reasons that a "one-size fits all" strategy won't generate the results you want.

Television, radio and print media can only dream about the communications possibilities that Facebook provides. Viewed from a cost/benefit perspective, there's no one close.  But it does require attention.

As with anything web related, content is king. People are looking to engage in a community that gives them something. What are you planning to give that community today? How about tomorrow and the next day?

Never lose sight of the fact that Facebook is a channel; it's a tool that is a means to an end. It doesn't replace a sound communications strategy. It facilitates the process.

Accept that fact and then think about the collection of recommendations shown on this outline.  Anything is possible.

~ PLJ

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