"This morning my yoghurt told me to find it on Facebook. It didn't tell me why, it just told me to find it. Why on Earth would I want to find a yoghurt on Facebook? It's a yoghurt!"
This brief rant from my boss inspired me to do a little experiment. I called it Find us on Facebook, for it is this generic, uninspiring and uninformative 'call to action' that is slowly starting to get plastered on every piece of communication the world over: from TV adverts, to email newsletters, websites, posters and - yes - even yoghurt pots.
I proudly announced that I will live a week as a "social consumer", without entirely realising what I was letting myself in for. Every time a brand said "Find us on Facebook", I will Like their page and capture the experience. It sounded simple and innocuous enough, but I had naïvely expected that this yoghurt and its lack of effort - or inspiration - may have been a one-off.
Over the course of a week, 46 brands (that I had noticed) asked me to find them on Facebook with a variety of different messages and calls to action: find us, like us, search for, follow, visit. What shocked me was that out of those 46 brands, only 10 of them had actually provided me with a reason to like them on Facebook. 21 of those brands told me to do it and that was it. The other 15 didn't really say anything at all; they just slapped a URL or a logo across their communications to inform me that they were on Facebook. Well, thanks for telling me.