28. Facebook Movement

What it is:

First, what it's not: a fan page or brand profile. Instead, it's a Facebook page sponsored by a brand yet centered on an area of interest, such as contemporary fashion, green development or animal wellness.

A cool tool for:

• Connecting the brand to consumer passions
• Creating an entry point for greater engagement with the brand
• Generating good will and favorable publicity

Not so hot for:

• Businesses without issues to address or discuss (at least publically)
• Direct sales or lead generation
• Brands who want to control the message

ACT BLUEPRINT
	How do you position yourself as an expert in social media? Invite other experts to join your party. That's exactly what Shama Kabani has done with her ACT Blueprint group on Facebook: gather fellow Web marketers in an evolving discussion of practices and principles.

3 key play points:

1. Be prepared to let go and let the participants lead the conversation
2. Feed the movement with rich media including video, surveys, quizzes, games and more
3. Start simple at first. Define a customer pain point and create a conversation platform. See what happens

Bonus Links:

• TGI Friday's Facebook Success courtesy of Post Advertising
  

Chapter 27 - Wiki

Chapter 29 - Photo-sharing