Yesterday I went to the Santa Monica Pier for something they call the Twilight Dance Series. Every Thursday from 7 - 10 p.m. one can jam to free live music from international artists and local bands alike. Pretty awesome (and famous and largest longest-running free concert series in the country and you can read about it here - http://www.santamonicapier.org - if you want to know more.
But that’s not what inspired this piece of outstanding genius. No. What struck me about Santa Monica was not its insane beauty, or the fact that everyone seemed like the chillest most chill mother effer on Earth (arguably all of California is probably more chill than my hometown will ever EVER be), it was this:
Here’s the development site of what is clearly going to turn into a shopping/entertainment type center. With a name like Santa Monica Place there is little else that it could blossom into. Fine, that’s cool. Nestled between the Pier and the 3rd Street Promenade (read: expensive shit), I’m sure it will be a big hit. Sweet. Awesome. Can’t wait to see it.
What doesn’t make any goddamn sense about this is the huge font yelling about the not-finished mall’s fucking Facebook page. Speaking as a young person and half-brainwashed student of Advertising (half because I will always harbor a healthy distrust for this shit) WHY THE HELL DO YOU NEED A FB PAGE SMP?
Honestly, could you not track my slight if not purely-out-of-boredom interest in your soon-to-be establishment by just tracking visits to your damn website? (www.santamonicaplace.com)
People on FB tend to have very high number of ‘friends’ and unless you are constantly putting out news about your not-yet-a-mall mall, your one occasional update on the king of all social networks is going to get lost in a sea of mobile photo uploads. I call it occasional because how much can you really say about the shit while it’s not even fucking FINISHED yet?
“Hey guys, check it out we added three spots to one aisle on level two of the parking garage.”
Just send out a press release and invite everyone to the grand opening JAM and be done with it.
Maybe you want us to join you on Facebook so that once everything is settled and you open those glimmering doors, you can let us know about events and deals and blah blah blah. I get that. BUT FOR THE LOVE OF GOD does EVERYTHING need to have a Facebook page? It’s getting a little bit ridiculous.
Just because all of our moms are now on Facebook doesn’t mean you need to encourage them by adding your freaking mall to the list of shit that will keep them online and in our photo albums of friends who are passed out drunk and extremely stoned!
I realize the gargantuan opportunity that Facebook offers its users. I’m not stupid, and I’ve been a student of the game for (feels like too many) years now. But there comes a time when enough is enough. A run-of-the-mill branded FB page is about as dry and useless as I imagine my first Thanksgiving turkey will turn out, seeing as how I have no idea how to cook much of anything.
Brands, if your page isn’t offering any utility to wash down all the bullshit, then you simply won’t cut it on FB. Not to mention that the people can see through your vain attempts at relating to them when you can’t even talk on their terms. Thanks to the fact you pretty damn near never try to create some kind of link between what you’re about and what people care about.
I guess my point is that not every single thing on the planet needs a freakin’ Facebook page.