“Less than 2% of mobile carriers’ subscribers “Like” them on Facebook despite the millions of dollars they collectively spend in an effort to promote their services” (Boy Genius Reports, 5/22/2012)
My opinion is that this has little to do with Facebook, and a lot with how people are approaching “social (or digital) strategy”. Having a Facebook presence is not a digital strategy, it’s a digital tactic. Increasing customer satisfaction, or reducing customer support costs are strategies. Tactics and strategics need to align. If your processes don’t align around customer satisfaction, telling people on Facebook that you love your customers is meaningless.