A brand is free to assess all social network platforms and to evaluate the lucrativeness of each however facebook is too strong in terms of % of users registered on it. The brands can feel burdened to stay on it whether facebook presence is profitable or not because of the reputation in front of users. Nevertheless, the presence on facebook can indirectly affect the revenue of Mavericks as loyalty may increase if fans remain in touch with the club on social network and can show their loyalty by buying the merchandise of the club (like t-shirts, etc.) from other sources unrelated to the page.
Pierre, I second your thought about Dallas should be more materializing its facebook page to generate revenue and increase fan loyalty.
Not having a facebook page will only become a disadvantage for a brand as most fans will sooner or later search for it on facebook and finding their brand not having facebook presence will make them think that their brand is not upto the social media benchmark like other brands.
Awesome commentary on Facebook - mercenary is a description I have not heard about for Facebook, but you raise an interesting comparison that can be at the core of social media communities. With platforms such as Wordpress and Tumblr, customer can build a blog or a community. Facebook's functionality is centered on communication among groups and interest already known to the user. That has clearly been successful - I know I have communicated with people more easily within Facebook.
But that same reach is also at the heart of questions raised by Cuban, GM, and others - if I am attracting fans who are already devoted to the brand, how much is it worth to market to them? What is the fair value? That's the question Facebook must answer. not saying that they haven't, but it's a message that they must keep conveying without commercials or specific marketing away from the laptop (or smartphone, these days).
Thanks for your comments. Very true that going to myspace or another platform needs to be studied. Is it the right audience? Or is there a need to build one's own community to provide unique content in a distinct way? Those are critical questions that need to be answered before starting a major shift.
I think in Facebook's instance, there's a particular question of value being asked by Mark Cuban and the Dallas Mavericks - what value am I receiving from paid for advertising to reach fans that I should already be able to reach? I think advertising has been so distorted in its use online that many businesses become frustrated and move on to something else without analysis.
Not being a member of Facebook, and not wishing to visit Facebook sites (because I understand Facebook tries to track even non-members), I can't comment so well on the issue of the specific Mavericks "ad" Cuban wanted to display. Facebook does seem to me far more mercenary and authoritarian than other more or less "social media" sites such as blog platforms (WordPress, Blogger) which would enable you to promote your own products or services without a fee.
In general, I'm somewhat baffled about what kind of specific value Facebook offers users that differs from, say, a regular website or blog. And is that supposed value worth all the stress of Facebook's exploitation and heavy-handed rulemaking?
Anyways ... I particularly liked Pierre's broader definition of Analytics to go beyond mere number-crunching and metrics to include aspects of human interaction such as how to "understand or question the journey that customers are taking...."
If the social network wanted to charge him $3,000 to reach 1 million people, that is its business strategy to make money and be viable. I don't think moving to Myspace as primary site will do any good to him.