All these Facebook events had me thinking: Of all the politicians and or non-profits, who can really benefits from the extra exposure on Facebook? At first glance the answer is easy. Everyone of them can benefit from additional exposure on Facebook and if you subscribe to the theory that all publicity is good publicity, this is even more true.
Before discussing who has the most to gain, it is imperative to mention that each organization must first determine its goals on Facebook and its target audience and their habits. For example, there is no need to for an organization like National Association of Home Builders to create a presence on Facebook, if their goal is to reach more Builders Members. On the other hand, I don’t understand why an associations like National Minority AIDS Council or the Red Cross, have yet to take advantage of Facebook groups and Apps to promote their activities (at a local level if need be) and even launch education campaigns about AIDS and blood drives, respectively.
That being said, I think some stand to gain more than others. In my opinion, the most stand to gain are local politicians and local organizations. Facebook actions (i.e. signing up for events, following local group, viewing a tagging photos) better translate in the real world if they are kept in the small communities where that people can physically relate to and have to be part of every day. I have no data to support this but one can only look at LateNightShots in DC and its success to get what the idea. The site works because it drives people to meet and get together offline. And they can do this because it’s hyper-local. Whether you agree with what they do when they meet offline is a subject for another discussion.
While national organizations and national politicians can not benefits as much from the basic Facebook features as their local counterparts, they can rely on Facebook Apps to accomplish the same thing. The Apps can be used as a tool to allow like minded users be a part of hyper-local community that will allow them then to engage with each other and organization/politician online and offline.
Basically, a successful utilization of facebook to get a message across would be to create hyper-local groups than whose action and support can translate in the real world