The Straits Times has jumped on the Me Too Me Too Facebook band wagon and created separate fan pages for their journalists, fragmenting their fan base across 12 different communities including the Official one for Straits Times.
I’ve provided the links to the pages as well as a snapshot about the writers here:
Jessica Cheam – housing and environment correspondent
Chua Hian Hou – covering techology related news
Salma Khalik – health correspondent
Liew Hanqing - news desk correspondent / investigative journalism
WORLD More like regional. I wonder why ST decided on ID and TH as focus points and not MY or the US/EU/UK
Ong Sor Fen – deputy editor of life! section arts and food
(Basically the only fan page I’ve joined)
While I do understand the case for giving ST readers a different POV of the news and applaud ST’s step into social media-sphere, I’m not sure if fan pages for individual beats are the way to go.
For starters, some of the fan pages have been created in the names of the journalists. FB101 tells you that it does not allow fan page communities to have their names changed which basically renders the community dead when the employee leaves the company.
Marketing campaign related case study: Great Singapore Treasure Hunt powered for StarHub by DDB Group Singapore/Tribal. 23, 900 fans left to fester because the campaign is now over and no forsee-able revival.
Speaking from experience of community managing a couple of brand pages at a go (it’s basically hell), I’m looking forward to seeing how ST goes about sustainably engaging their fans in the long run.
I hope they prove me wrong.