So, Fox News has launched its own Facebook page. Fox News already has over 22,000 thousands of fans, so, I guess we can consider it pretty popular. I am curious to learn how Fox News is defining and measuring the success of its Facebook page: number of friends, conversations sparked, clickthroughs to FoxNews.com, etc. In short, I’m not convinced that a Facebook page is truly a Web 2.0 tactic for Fox News–or for any other corporation, media company, or organization, for that matter.
“Huh?” you might ask. “It’s Facebook, how much more ‘Web 2.0’ can you get?”
I would imagine (though I don’t know) that Fox News, like many companies playing in the social media sandbox, utlimately views this social network as another broadcast venue–another way to drive traffic to its destination site.
When corporations create individual “personas” on social networking sites, they are superimposing their Web 1.0 objectives onto Web 2.0. Though they’ve shown up to the party, they’re not really participating in social media. Being on a social networking site and not participating is–really by definition–not being part of the social network.
Another similar example that I was discussing with Mark Potts today at lunch is auto-RSS Twitter updates. When a blogger does this to promote a new post to his/her followers, it’s well-received: a blogger–by definition–is already a respected participant in the conversation. A blogger’s tweets spark conversation both as responses on the blog, itself, and on Twitter. But when an organization sets TwitterFeed or other similar RSS auto-tweeting tool to post whenever its site is updated, it’s exploiting the medium and, thus, diluting the viral value of social media.
I understand why news outlets, corporations and organizations are creating presences on social networks: they want to be where their audiences are. This is the first premise of social media. However, being on social networks as a corporation and simply TwitterFeeding every site update violates the second premise of social media: authentically join the conversation.
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