Facebook_NNP Fans_NNS :_: You_PRP Get_VBP What_WP You_PRP Pay_NN For_IN 24_CD Mar_NNP 2010_CD by_IN Rick_NNP Take_VB a_DT look_NN at_IN the_DT Facebook_NNP Fan_NNP Pages_NNP of_IN some_DT brands_NNS and_CC what_WP you_PRP see_VBP is_VBZ not_RB a_DT pretty_JJ picture_NN ._. 
Oh_UH ,_, the_DT numbers_NNS look_VBP good_JJ ,_, but_CC when_WRB you_PRP dig_NN a_DT little_JJ deeper_JJR a_DT different_JJ picture_NN emerges_VBZ ._. 
Walls_NNP filled_VBD with_IN off_IN topic_NN conversations_NNS at_IN best_JJS ,_, vile_NN language_NN and_CC real_JJ antipathy_NN for_IN the_DT brand_NN at_IN worst_JJS ._. 
What_WP happened_VBD ?_. 
Was_VBD n't_RB having_VBG thousands_NNS of_IN fans_NNS supposed_VBN to_TO be_VB a_DT good_JJ thing_NN ?_. 

Well_RB ,_, yes_UH and_CC no_UH ._. 
Sure_RB ,_, it_PRP 's_VBZ great_JJ having_VBG several_JJ hundred_CD thousands_NNS fans_NNS ._. 
But_CC how_WRB did_VBD you_PRP come_VBP to_TO get_VB those_DT fans_NNS ?_. 
Did_VBD you_PRP earn_VBP them_PRP through_IN fantastic_JJ customer_NN service_NN ,_, fulfilling_VBG the_DT brand_NN promise_NN ,_, providing_VBG value_NN to_TO the_DT community_NN in_IN an_DT authentic_JJ and_CC passionate_JJ voice_NN ,_, or_CC did_VBD you_PRP run_VBP a_DT Facebook_NNP ad_NN campaign_NN and_CC hit_VBD the_DT broadcast_NN airwaves_NNS with_IN a_DT promotion_NN ?_. 

Let_VB 's_POS look_VB at_IN my_PRP$ old_JJ favorite_NN ,_, TGI_NNP Friday_NNP 's_POS :_: 
If_IN you_PRP can_MD see_VB this_DT ,_, then_RB you_PRP might_MD need_VB a_DT Flash_NNP Player_NNP upgrade_NN or_CC you_PRP need_VBP to_TO install_VB Flash_NNP Player_NNP if_IN it_PRP 's_VBZ missing_VBG ._. 
Get_VB Flash_NNP Player_NNP from_IN Adobe_NNP ._. 

Remember_VB that_DT ad_NN ?_. 
Pretty_NNP cool_VB ,_, right_NN ?_. 
In_IN fact_NN ,_, as_IN I_PRP recall_VBP ,_, they_PRP got_VBD over_IN 1_CD million_CD Facebook_NNP fans_NNS ._. 
Google_NNP TGI_NNP Friday_NNP 's_POS Fan_NNP Woody_NNP and_CC it_PRP looks_VBZ pretty_RB good_JJ ._. 

But_CC then_RB something_NN not_RB so_RB awesome_JJ happened_VBD ._. 
All_DT those_DT fans_NNS wanted_VBD their_PRP$ free_JJ burgers_NNS and_CC they_PRP wanted_VBD them_PRP now_RB !_. 
TGI_NNP Friday_NNP 's_POS completely_RB lost_VBD control_NN of_IN the_DT page_NN and_CC eventually_RB doled_VBD out_RP a_DT lot_NN of_IN free_JJ burgers_NNS ._. 
Now_RB from_IN a_DT short_JJ term_NN perspective_NN I_PRP 'm_VBP sure_JJ they_PRP did_VBD ok_JJ on_IN the_DT deal_NN ._. 
People_NNS came_VBD in_IN and_CC ate_VBD their_PRP$ food_NN ._. 
But_CC they_PRP could_MD have_VB accomplished_VBN that_IN with_IN coupons_NNS in_IN the_DT mail_NN ,_, the_DT newspaper_NN or_CC by_IN an_DT email_NN list_NN ._. 
But_CC they_PRP decided_VBD to_TO go_VB the_DT Social_NNP Media_NNP route_NN ._. 

Now_RB ,_, let_VB 's_POS take_VB a_DT look_NN at_IN what_WP the_DT Friday_NNP 's_POS FanWoody_NNP Facebook_NNP page_NN looks_VBZ like_IN today_NN :_: 
Whoops_NNP !_. 
It_PRP 's_VBZ gone_VBN ._. 

Apparently_RB Woody_NNP and_CC his_PRP$ 900,000_CD +_NN fans_NNS went_VBD poof_NN ._. 
How_WRB come_VB ?_. 
I_PRP 'm_VBP guessing_VBG it_PRP had_VBD something_NN to_TO do_VB with_IN the_DT venom_NN and_CC general_JJ anarchy_NN the_DT page_NN had_VBD created_VBN by_IN buying_VBG fans_NNS rather_RB than_IN growing_VBG them_PRP ._. 
A_DT TGI_NNP Friday_NNP 's_POS Facebook_NNP page_NN does_VBZ exist_VB ,_, with_IN roughly_RB a_DT third_JJ of_IN the_DT fans_NNS they_PRP used_VBD to_TO have_VB ._. 
TGI_NNP Friday_NNP 's_POS pretty_RB much_RB had_VBD to_TO spray_NN Agent_NNP Orange_NNP on_IN their_PRP$ relationship_NN with_IN 600,000_CD people_NNS ._. 

It_PRP 's_VBZ easy_JJ to_TO pick_VB on_IN TGI_NNP Friday_NNP 's_POS but_CC they_PRP certainly_RB are_VBP n't_RB the_DT only_RB guilty_JJ party_NN ._. 
I_PRP think_VBP plenty_NN of_IN brands_NNS have_VBP heard_VBN the_DT siren_NN call_NN of_IN Facebook_NNP ads_NNS ._. 
The_DT ability_NN to_TO target_VB your_PRP$ demo_NN is_VBZ really_RB terrific_JJ ,_, but_CC you_PRP 're_VBP in_IN danger_NN of_IN creating_VBG a_DT relationship_NN with_IN fans_NNS that_WDT ultimately_RB is_VBZ built_VBN on_IN a_DT "_'' what_WP have_VBP you_PRP done_VBN for_IN me_PRP lately_RB "_'' foundation_NN ._. 

First_CD ,_, you_PRP essentially_RB bought_VBD these_DT fans_NNS ._. 
You_PRP paid_VBD Facebook_NNP for_IN the_DT right_NN to_TO target_VB them_PRP ._. 
Then_RB in_IN the_DT case_NN of_IN TGI_NNP Friday_NNP 's_POS or_CC other_JJ brands_NNS that_WDT offer_NN free_JJ product_NN or_CC discount_NN coupons_NNS ,_, you_PRP are_VBP essentially_RB buying_VBG them_PRP again_RB ._. 
This_DT sets_NNS up_RP a_DT pattern_NN where_WRB the_DT consumer_NN now_RB expects_VBZ to_TO be_VB rewarded_VBN for_IN being_VBG your_PRP$ fan_NN with_IN a_DT tangible_JJ item_NN ,_, that_WDT is_VBZ ,_, free_JJ stuff_NN ._. 
That_DT 's_VBZ not_RB a_DT bonus_NN item_NN ,_, it_PRP 's_VBZ now_RB a_DT standard_JJ part_NN of_IN the_DT agreement_NN ._. 
Want_NNP me_PRP as_IN a_DT fan_NN ?_. 
Give_VB me_PRP free_JJ stuff_NN ._. 

The_DT point_NN of_IN Social_NNP Media_NNP is_VBZ n't_RB to_TO distribute_VB coupons_NNS and_CC a_DT real_JJ fan_NN wants_VBZ to_TO engage_VB with_IN a_DT brand_NN for_IN a_DT whole_JJ host_NN of_IN reasons_NNS ,_, often_RB free_JJ /_NN discounted_VBD product_NN is_VBZ the_DT least_JJS of_IN these_DT reasons_NNS ._. 
I_PRP 'm_VBP not_RB saying_VBG that_IN special_JJ bonuses_NNS ,_, or_CC '_POS surprise_NN and_CC delight_NN '_'' offers_NNS are_VBP n't_RB ever_RB a_DT good_JJ thing_NN ._. 
I_PRP think_VBP when_WRB used_VBN properly_RB they_PRP can_MD be_VB terrific_JJ ._. 
What_WP do_VBP I_PRP mean_VBP by_IN used_VBN properly_RB ?_. 
As_IN a_DT reward_NN for_IN people_NNS who_WP have_VBP engaged_VBN with_IN the_DT brand_NN in_IN a_DT meaningful_JJ way_NN ._. 
Send_VB us_PRP a_DT picture_NN of_IN you_PRP wearing_VBG a_DT brand_NN t-shirt_JJ and_CC sure_JJ ,_, you_PRP 've_VBP earned_VBN a_DT free_JJ sandwich_NN ._. 
Recruit_NNP some_DT friends_NNS and_CC I_PRP 'm_VBP happy_JJ to_TO give_VB you_PRP all_DT some_DT coupons_NNS ._. 
But_CC when_WRB fans_NNS enter_VBP the_DT relationship_NN feeling_NN they_PRP are_VBP entitled_VBN to_TO free_JJ samples_NNS and_CC you_PRP 're_VBP in_IN trouble_NN ._. 

Kathy_NNP Sharpe_NNP says_VBZ :_: April_NNP 18_CD ,_, 2010_CD at_IN 1:02_NN pm_NN 
About_IN time_NN there_EX was_VBD some_DT acknowledgement_NN of_IN the_DT true_JJ value_NN of_IN fans_NNS ._. 
Even_RB if_IN you_PRP have_VBP 3_CD million_CD +_NN fans_NNS and_CC they_PRP are_VBP all_DT well_RB behaved_VBN citizens_NNS what_WP is_VBZ the_DT real_JJ marketing_NN value_NN ?_. 

