Social networking can’t work if you won’t talk to fans. It won’t work if you don’t allow fans to not post on your wall. Yet, a lot of large brands create pages with the single-minded objective of having one-way conversations. If you can’t respond to fans you might as well stick to radio ads! Facebook is not the place for brands like that.

Jimmy John’s is such a huge favourite of ours just for this reason. There’s a lot of UGC on their page and a prompt response to everyone. Recommend.ly scanned Jimmy John’s competition and found out that Subway has a contrasting page. Check out how most user posts are ignored on Subway’s page. It’s like a one-way radio. If you keep doing that, users will just lose interest in the page eventually. Who likes to be ignored anyway??