My colleague Lauren Fiumara recently brought an interesting example to my attention. Lauren observed:

The NFL posted a “how would you like to see the game improved?” question on their Facebook wall on Tuesday.  1,226 comments later… it’s a good reminder to be careful when posing open-ended questions to fans – you might not like all of the answers!

I believe there’s a misnomer amongst clients that Twitter was built for scale and Facebook was built for intimacy. The NFL example dispels that statement completely and substantiates the fact that volume as a definitive metric is less meaningful than engagement. The Passion of the NFL’s fans on Facebook are obvious – scaling to respond to fans though takes planning and moderation. The point of utopia? Creating an online community that scales yet never loses the feeling of intimacy. Planning your content questions around drivers of brand to consumer and consumer to consumer conversation is critical.

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