“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.