Refreshing heresy of challenging Facebook’s future at the heart of marketing

Well done Forrester for raising once again the spectre of reality over Facebook.

I like the suggestion that brands build their own communities as this forces the issue: will customers really come to our place to have a relationship, and if they do, what sort of relationship do they want. (For too long marketers have been wooed by the dream that people will like my company because I hang out in the same group….particularly when that group is over 1billion.)

Will this mean the demotion of Facebook to a repository of ads? No.  Just as DM, TV, radio and the pub have outlived predictions of their demise, so Facebook will find a more realistic future supporting some relationships brilliantly and being irrelevant to others. What is likely to slow down is the waste of resource chasing “likes”.

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