Philip Wride – Social Media Marketer and Community Manager

Time for a change of pace and another post about something I class as a Social Media Fail, in this instance it’s a Facebook Fan Page. One of the things about Fan Pages is that the aim should be to engage users in an environment they feel comfortable and provide them with content that’s relevant and useful. This could be offers, exclusive insights, new video content or anything in between but if you are going to promote the content you need to make sure it’s actually there.

This is where the Social Media Fail comes in and I’m awarding it to the Amex (UK) page this time round for exactly that, linking to content that doesn’t yet exist. The main welcome page for the Fan Page greets you with a nice image and set of text about the tabs available and the information they continue. This is all well and good but if you click the Entertainment link it takes you to the tab and an image with a big “Under Construction” label across it. Why on earth would you do this? Or at least, if you are going to do it make sure your Welcome tab / image has a clear notifier on it that this section is “Under Construction”. As it stands there isn’t anything of the sort and it just looks amateur or like an incomplete Fan Page that I quickly lose interest in.

The take away from this post; make sure all the content for your tabs is complete and available before launching them and linking to them.