Really timely article in Adweek this week on how few brands have done well by developing their own Facebook applications from scratch. Many marketers seem to make the same mistakes so here’s a quick do’s and don’t list:

Don’t

• Use isolated tactics. Standalone banner ads or applications don’t seem to work all that well. Relying on “viral effect” alone is foolhardy.
• Make complicated applications. Nike’s Ballers program was simply overwhelming for flitting Facebookers.
• Go it alone. Its hard to build a large audience for a new application given the hundreds out there.
• Stress your message. Overt marketing messages seem to be a major turn off

Do

• Create multi-tiered campaigns. Use advertising to create awareness of the application or whatever utility you plan on bringing to the party.
• Keep it simple. Just try to do one thing well that is fun/useful for your community.
• Look for partners. Microsoft found success on Facebook by working with Slide’s FunSpace app.
• Deliver value first. Once you’ve made friends by being entertaining or useful, then you’ll have a chance to tell your story.

Bottom line—Marketers need to thread the needle between what the community wants (fun, utility) and the brand’s goals (sell their wares).

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