Facebook Fans



worth hold true commodity
beg apply (2) begs the question
fan (2) potential headquarters
brand determine ambassador (2)
sum old school in terms of
factor adamant recommendation
monitor consultant speculation
per se stem (2) as good as it gets
range buzz (2) organic (3)
opt shortcut illegitimate
effort rank (3) apart from
acquire purchase take your time
loyal impatient present (2)
involve interaction competition
worth it promotion compromise
initial figure (3) investment
in turn six-figure running costs
mobile quite a bit condition (2)
loser worldwide up and coming
pop up escape (2) play by the rules






As more and more companies pop up on Facebook, Facebook fans are becoming a hot commodity.

Fans can speak directly to potential, new customers, which begs the question: how much is a fan worth?

Play Mobile headquarters near Nuremburg in Bavaria. They’ve been making their popular toys for forty years, and now have lots of older fans who grew up playing with Play Mobile.

The company’s Facebook page went online some nine months ago. Over 26,000 Facebook users have become fans of Play Mobile over that period of time.

Judith Weigart, Speculation: Facebook users will friend toys: “We wanted to put Play Mobile on Facebook, because Facebook fans are positive and creative brand ambassadors.

That’s what many companies are hoping, because in terms of promotional value, recommendations from friends are about as good as it gets.

Facebook market researchers are adamant that people who like a firm on Facebook, will also like to buy their products.

Despite popular opinion, the amount of fans is not the most important factor.

Bastian Scherbeck is among the growing ranks of social media consultants. He works for the agency “We are Social” and help with Play Mobile on Facebook.

Bastian Scherbeck, Profession: Social Media Consultant: “The amount of fans does not really determine Facebook’s success, per se. That’s old school thinking, stemming from the belief that success stems from having a big range.

We now have new ways to measure success, like for example, interaction.”

But interaction takes effort. The more impatient firms opt for a shortcut to buy fans. A few hundred euros will get you thousands of new followers overnight.

But buying fans is an illegitimate practice, and according to Jen Wiese, not worth it.

He monitors the largest social network site for a blog called All Facebook.

Jens Wiese, Argumentation: Fake fans fail: “A purchased fan is worthless for my company. A fan only acquires value after interacting with my brand or, best of all, going out and buying my product.

The purchased fan wouldn’t do this because he doesn’t have a real relationship with my company.”

There are no false fans for Play Mobile. The company is will to take its time and watch its community grow organically.

They don’t even advertise on Facebook, apart from their page. Play Mobile is only interested in true and loyal fans.

Keeping users involved is the key to success, so the company hired a social media manager.

It’s Ana Ama’s job to keep the Play Mobile page buzzing with activity. She contacts users, presents new products and organizes competitions for fans worldwide.

It’s no small investment for the company.

Judith Weingart, Ambition: Make contacts: “When you do the numbers, it amounts to a six-figure sum for the initial investment, plus running costs.”

Facebook offers important advertisement opportunities, which in turn gives them quite a bit of power.

Companies have to agree to certain conditions in exchange for direct contact with their fans.

Many aren’t used to this compromise.

Bastian Scherbeck, Equation: Facebook’s rules apply: “In Facebook, you’re a guest among guests. That’s even true for big companies.

Anyone can make a Facebook page, something that for instance many up and coming comedians do.

But in the end, companies discover that they have to play by Facebook’s rules. And if they do that, they can be very successful.”

And that doesn’t just hold true for companies, but for individual users as well.

There’s simply no escaping it: Facebook is the boss of Facebook.

Shift says, “Buying fans is for losers.”

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1. Having a Facebook page is becoming standard business practice among companies. True or false?

2. Is Play Mobile an established company or new enterprise?

3. All Play Mobile enthusiasts are little children. Is this right or wrong? Has it take Play Mobile many years to gather its Facebook fans?

4. Are Facebook fans a great potential for marketing and promotion of a product or service?

5. What’s the widespread belief regarding the most important social media strategy?

6. What is the best social media strategy?

7. Setting up a successful company social media is cheap. Is this correct or incorrect?

8. What is Facebook’s main source of revenue? Do they simply allow companies to advertise and do anything?


A. My school, company, institute or organization has a website and Facebook account. True or false?

B. Does your organization also have a full-time professional social media expert or manager? Is there a social media department?

C. What sort of activities happen on your company’s Facebook page?

D. Is social media effective for business or operations?

E. Are you and your friends active on Facebook?

F. What will happen in the future?

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