2. Table of Contents
Open Research .............................................................................................................. 3
Disclosure....................................................................................................................... 3
Ecosystem Input ............................................................................................................ 3
Vendors and Agencies..................................................................................................................3
Individual Contributors..................................................................................................................3
Executive Summary....................................................................................................... 4
Facebook: A Platform Marketers Cannot Ignore........................................................ 4
Brands Must Follow the 8 Success Criteria for Facebook Page Marketing ............ 5
Set Community Expectations .......................................................................................................6
Provide Cohesive Branding ..........................................................................................................6
Be Up To Date ..............................................................................................................................6
Live Authenticity ...........................................................................................................................7
Participate in Dialog......................................................................................................................7
Enable Peer-To-Peer Interactions ................................................................................................7
Foster Advocacy...........................................................................................................................8
Solicit A Call To Action .................................................................................................................8
Brands Fail to Reach Maturity by Not Leveraging Social Features .......................... 8
Recommendations....................................................................................................... 22
Appendix....................................................................................................................... 23
Methodology and Scope ............................................................................................................23
Get the Quantitative Scorecard: Altimeter Group Advisory Services .........................................23
Endnotes....................................................................................................................... 24
About Us ....................................................................................................................... 26
About Jeremiah Owyang, Partner...............................................................................................26
About Christine Tran, Researcher...............................................................................................26
About Alan Webber, Partner.......................................................................................................26
27. Contact Us
Altimeter Group
Altimeter’s Hangar (at the Crossroads)
1875 S. Grant St. #680
San Mateo, CA 94402-2667
info@altimetergroup.com
www.altimetergroup.com