New Facebook “Fan Pages” Show Rules of Engagement are Still Important

image Now that admins of Facebook fan pages can comment on Facebook profiles and other fan pages as the representatives of those pages, not themselves, there is going to be a huge wave of unwanted content floating around. (If you want details, read this Mashable post.)

I’m going to go all out and call it a tsunami.

We are finally going to see the difference between true community managers who understand their craft and those who simply play one on the internet.

Do you know how tempting it is going to be for admins to post all over other fan pages and go directly to individual profile pages and start pushing their messaging?

VERY!

Think about it. You can now just trot on over to any profile page and start pushing all kinds of marketing messages. “Visit our page,” “Buy our stuff,” “Come download our coupon,” “We just posted a new brochure, you’ll love it.”

Get my drift? And that’s just scratching the surface.

It’s one thing to remove unwanted messages from your inbox, but constantly removing from your wall? The average Joe, non-marketing Facebook user isn’t ready for this at all. I think it will get ugly fast.

For those who have never learned proper etiquette for marketing through online communities, there is a real chance that they will crash and burn.

image One horror story I always like to share at speaking events is about a guy who joined the online community I managed and uploaded 750 pictures of wrist watches. It was unbelievable. As you can probably imagine, he was marked as abuse and the matter was brought to my attention fast.

It wasn’t part of the culture. If he’d bothered to study how the community worked, spent some time observing other members, and avoided the temptation to pounce — he would have found a better way to get their attention.  But I digress.

Because this is a new opportunity for Facebook page admins, whose experience and credentials run the gamut,there are no agreed-upon or established rules.I don’t doubt that this change will enable brands, businesses and organizations to build stronger relationships with their fans, as mentioned on Socialbakers, but I do anticipate a wild, wild, west mentality unless Facebook has some plans in place to keep it at bay.

I suppose that removing posts and hiding them could be sufficient. But that’s only if the tsunami heads in a different direction.

On this one, we’ll just have to wait and see.

[Editor’s Note: Angela cross-posted this on her personal blog. –mrh]

About Angela Connor

After three years as Managing Editor of User-Generated Content at WRAL.com where Angela aunched the first online community, and grew it to more than 15,000 members, she moved on to a bigger, more challenging opportunity. Today, she is the Vice President, Director of Social Media at Capstrat, identifying opportunities and developing strategies for top-notch clients. Angela is also author of the book “18 Rules of Community Engagement: A Guide for Building Relationships and Connecting with Customers Online.”