As I promised in my previous post, I will continue to analyze Golf Ireland‘s Facebook communication. If I have to give KPIs for a Facebook brand page, the following would be:
- Clear Community Expectations: what the brand (in our case Golf Ireland) is expecting from the FANs + what FANs can expect from the brand. I think this page meets the expectations: OK.
- Provide Cohesive Branding: The branding of the page aligns with the offline communication.
- Be up to date: The last post was published this Tuesday, but in general, the page does not provide much information about Irish golf championships, golf courses, and competitions.
- Live Authenticity: We men of the street would like to connect to real people, and the same behavior applies to Facebook brand pages as well. What I like about social media is that it humanizes brands and companies. Golf Ireland does not move in this direction. 🙁
- Participate in Dialogue: The page has only 50 fans, three comments, and four “LIKEs” since July 20, 2010. So there is not much we can expect, but they do not respond to these few comments.
- Enable Peer-to-Peer Interactions: Although it is still early to discuss it, the benefits of enabling P2P communication are indispensable.
- Foster Advocacy: I cannot highlight enough the importance of Word of Mouth (WOM). I believe it is one of the most significant achievements a brand can achieve on social media.
- Solicit a Call-to-Action: This is one of the two great traits of this brand page, as it requests that you share a golf story that happened with us in Ireland.
Ultimately, Golf Ireland‘s Facebook brand page is almost lifeless and unengaging.
They should consider content that motivates people to express their feelings and thoughts, and invites others to join.