Facebook pages are ubiquitous in marketing. They’re cheap and easy enough to set up the even the smallest businesses usually find the time to put together a quick page. With an audience of 900 million daily active users, it might seem like a good place to try and build a community around your product.
Facebook has some pretty big flaws when it comes to community however, some of which are disguised as strengths. Those 900 million daily users don’t exist at your beck and call. They’re not there to be sold to, or to interact with other enthusiasts. They’re there to post funny cat videos, talk to their friends and discuss the finer points of their own selfies. That theoretical giant audience is difficult to move to your branded page.