Reinsurance Girl Mairi Mallon digs further into the company pages that Wikipedia spontaneously generates, which could be a bane to companies trying to protect their reputation. I touched on the issue here.
These are community pages, separate from the pages that you or I might have, or an official page that a company maintains. It spontaneously generates content that might be of interest to a person who has stumbled upon said community page.
Mairi helpfully outlines the types of Facebook pages:
1. Official pages – are maintained by authorised representatives of a business and they can create and share content about the entities that they represent.
2. Groups – allow companies or organisations to communicate directly with other people on Facebook about a specific subject or business.
3. New Community Pages (like the ones this blog is talking about) enable users to learn more about and see what others are saying about additional topics that interest may interest them. You cannot post comments, but any related global posts will be posted below the blurb – have a look at this link to Apple Computers and see how it has linked any conversations with it below the Wiki feed.
Mairi links to the Apple Computer page, which kind of shows the issue. The content I saw seemed benign (“Damaged ipad for sale”). But it’s generated spontaneously, the way search engines spontaneously generate links.
Of course, there’s a whole industry – search engine optimization (SEOs) – behind creating content that will get you to the top of Google’s searches. In fact Google makes money helping you game its own system.
Facebook has its own optimization scheme for its news feed. That’s why stuff your best friend posted 10 minutes ago can be invisible to you for days. Your friend isn’t popular enough to jump to the top of the feed.
So if Facebook has an optimization code, it can obviously be cracked. The Daily Beast (via Business Insider) toyed with it and came away annoyed.
Right now, it’s probably pretty simple to get to the top of a community page, hence the title of this post.
Anyhow, Mairi’s larger point remains. Esurance has an excellent page, but it seems to be an exception. Too few insurers look at Facebook as a reputation risk. I did a search for QBE Insurance and this was the first item: