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I've been liking a lot of Facebook pages lately, both corporate and nonprofit. And I've noticed three main approaches that the keepers of those pages seem to take: The Acquaintance, The Best Friend and The Fake Friend.
The Acquaintance: These companies/organizations have a solid presence on social media. They post frequently, but not obnoxiously so. They post insider news that's only marginally interesting, but they balance it with things like simple polls, questions, etc. Not a lot of back-and-forth with posters — but they at least keep their pages lively, and you get a sense that your voice will be heard there. Enterprise Rent-A-Car's page is a good example of this perfectly acceptable — if not overly ambitious — approach.
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Margaret Battistelli Gardner
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