Defining the Social Object [Chart]
As of today, Amazon.com only has 71,477 Facebook Fans - a meager amount for a company of their size, especially when for example, Best Buy has 1,190,477 fans. Why is this?
A jack of all trades is a master of none.
Try to be all things to all people and end up being no good to anyone.
On the other hand with Best Buy the focus is narrowed to consumer electronics. If I choose to follow them, I know to expect electronics news and deals. Further, it seems the more niche we get the greater the potential for community - The social object becomes clear. For example, Starbucks, synonymous with coffee, has 7,952,792 fans. But go too niche and the audience can only get so big (which is fine too.) For example, the Frappucino Page has about 2,000,000 followers.
The Hubspot chart above demonstrates a clear opportunity for Amazon, Ebay and Trademe on Facebook: Form communities around specific movies, TV shows, bands, products and books like this one.
Your company can have a page, but communities also need to be cultivated for your key offerings.
