As I started researching this article, I found a number of articles about the different types of Facebook friends and fans. They use a lot of cute names for the types of friends and fans (my favorite being “the poker player”—thank goodness Facebook’s “poke” function is pretty much ignored now), but very few articles address the brand impact that different types of fans can have.
When you talk to many marketers, they predominantly talk about their brands’ Facebook fans as “brand advocates.” This implies that every Facebook fan a brand has is out there telling everyone how great the brand is and bringing other followers into the brand’s sphere.
Last year, I talked about the myth of brand advocates, so we won’t rehash that in great detail here. Instead, we’ll focus on the types of fans that constitute most brands’ Facebook audiences and the different ways in which brands should treat these various groups.
1. The contest participant