Just came across another facebook page that looks as if it belongs in the corporate graveyard. 

Too much organisational speak. 

Too little engagement. 

Not enough meaningful content. 

The resource allocation seems poor. 

Brand custodians are forgetting  that social media is meaningless  without relevant, consistent, and useful content and while it is easy to get excited about all  the free distribution platforms, it is the content planning, the resource allocation  and the execution that requires careful consideration. 

The number one question you should be asking before pitching  your corporate   facebook page: Is what is our content strategy? The second is: how much will it cost  (content management is not free)?  And finally:  whose responsibility will it be to distribute the content?

If you have not even considered these questions then you might as well get your shovel all ready for the graveyard digging.