As a networking platform, I’ll be so bold as to say that Facebook is le crème de la crème. Pretty much everyone with an IP address is using it and, even if you’re not, you know what it is. And furthermore, it’s still ridiculously easy to find someone on there, despite their recent efforts to upgrade privacy. But as a marketing tool, something is lacking.
It is becoming more and more common for a brand to tell consumers, “Look us up on Facebook,” rather than giving their actual web address but, as a few companies learned after airing spots during the Super Bowl, this may be easier said than done. The problem is clutter. Try doing a Facebook search for MetLife. Go ahead, I’ll wait. Now, how long did it take you to figure out which of the countless results was the official page for the insurance behemoth? An hour? Two? Did you just give up like I did?
We live in a society where information is constantly only a keystroke away. This is all fine and good, but it’s made us increasingly impatient. When we want something, we want it now. No one wants to sift through a bunch of garbage to find what they’re looking for. Sure, MetLife could have just given us the exact URL for their page, but then we’d have to remember things. Maybe it’s time for Facebook to look at the competition for a solution to the problem. Ever notice those little blue check marks next to brands when doing a search on Twitter? That means they’re authentic, grade A, 100% pure, exactly what you were looking for. For a site with so many birds flying around, there’s surprisingly little shit to be found.