I had a very interesting strategic discussion with a creative agency on a tender pitch this afternoon about how we should approach an existing Facebook Fan Page and introduce a new branding to these fans.

We came across an analogy, which if sounds blasphemous I apologise, for Facebook Fan Page with that of Church. And when you think about it, it can explain why some fan pages pass or fail.

For this campaign, the branding we proposing will be religion where the we look to make the fans followers or add new fans to the community.

Obviously, Facebook Fan Page is the church where the fans congregate.

The brand owner/s are the sponsors. There can be one sponsor or many.

Alas, the social media consultant is the.. drum roll please.. the pastor!

This struck a chord with me. Many brands look to themselves as the religion. The Fan Page is about them, the brand. As such, unless your brand is already as big as cult like Apple, you are then more likely to have the loyal followings already.

But most brands think they can be with the religion but, unfortunately, their followers  are few and scattered.

What if you Facebook is promoting an ideal, concept or a cause which gets people energetic and want to promote? It is hard to reject them if they beat the same heartbeat as yours.

What if you turn the brand to sponsor the cause and wouldn’t this help the brand to gain more awareness among the followers?

As for the Social Media Consultant, he/she is the pastor who thinks of creative ways to remind their fans of the cause and at the same time, look at means to promote the cause within the church, Facebook.

It is, therefore, easier to reject a brand but difficult to reject a cause.


  1. Isabelle, Singapore  

    March 17, 2010 at 1:03 AM

    hey i think that is an awesome analogy to help brands understand why it'll benefit them more if they don't just use fb as yet another platform to blast product messages

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