In my opinion, the strong rise of Facebook with its many fan pages of brands and companies has also contributed considerably to the popularity of the community manager. Where community managers used to be mainly concerned with relatively small, closed communities such as user groups, thanks to Facebook these communities have become much larger and are now accessible to everyon italy phone number list Brands such as Hi , HTC and Chocomel have literally seen their Facebook pages explode in terms of fans in the last 2 to 3 months. Many of these fans have been collected using Facebook campaigns, in combination with Facebook Ads and Sponsored Stories. As long as the campaigns are still running, they often also offer sufficient content for the fans. But after the campaigns it often becomes deafeningly quiet. Traditional broadcasting is still number 1 for many brands, also on Facebook.
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Recent research by Social Embassy among the 15 largest Facebook pages in the Netherlands shows that these brands hardly talk to their fans. Their engagement ratio is far too low. In other words: brands often do not speak the language of their fans. Many brands also talk too much about themselves or their own products. Traditional broadcasting is still number 1 for many brands, also on Facebook. In itself not a very surprising conclusion, because one of the oldest marketing problems is that there is often a large gap between what marketers and agencies think the target group wants to hear and what the target group actually wants to hear.