When acting as the administrator of a Facebook page — be it for a company, a sociopolitical movement, or a celebrity fan page — it is important that you establish and maintain an effective tone and message when publishing on your page’s Timeline. Believe it or not, the way that you interact with your members will set the stage for how they interact with your page.
It’s also important that you respect your group members — that is, that you do not lie to them, and that when you post something that rubs them the wrong way, or get something wrong, you admit it, apologize and move on.
Occupy Wall Street posted a link on its Facebook page Wednesday afternoon which, while earning some play in the mainstream media, succeeded in confusing, angering and disenchanting a percentage of its Facebook following. Writing, “Bank of America finally admits it’s failing….” an Occupy Wall St. administrator posted the link to yourbofa.com, a page that has the look and feel of a Bank of America web page.
Following the link, the reader is taken to a letter purporting to be from Bank of America’s CEO Brian Moynihan. It reads, in part:
“Today, it’s time to acknowledge that our Bank isn’t working anymore—not just for the market, but for people, our real customers. We’ve paid $8.58 billion in relief to borrowers and $3.24 billion in fines. We face lawsuits and claims from citizens, companies, and state and local governments. There is even a petition with the Federal Reserve to break up our bank, adding yet more uncertainty to our position. Finally, we’ve found ourselves front-and-center in the national foreclosure crisis, and deep in unpopular investments like coal, at a time when climate change is a growing societal concern. As a result, our company’s shares …