Shannon Seery Gude, blogger and 2.0 enthusiast, was kind enough to ask me a question regarding my recent TMP is selling Facebook snake oil post and since I felt there was more territory to cover on this topic I felt another post was appropriate.

Shannon asks…
…I am interested in why you think facebook applications are snake oil and wouldn’t be an effective channel through which to drive referrals?

First let me say that in general I don’t believe Facebook applications are snake oil, most of the time they are FREE, although I will say I obviously have problems with TMP’s $23,000US “Work With Me” gadget. First and foremost it is pretty standard for large employers to block Facebook, MySpace and other social networking platforms, which is just the tip of the $23k irony. I understand why employers block social networks, although if I’m paying $23k to boost my referrals through Facebook I’m pretty much blocking my very own success while sending a contradictory message to my staff.

“Umm yea, hey guys after your 10 hour workday can you put this Initech gadget on your Facebook profile? From home of course since you’re blocked here at work… Oh and I need those TPS reports on my desk by tomorrow morning, mmmkay..“

And don’t kid yourself by thinking that pulling the block off social networks at work will be an easy task, remember tech holds the keys to the blockade not staffing.

Secondly, it is meant to be passive, although it’s too passive. Seriously you’re hoping friends visit your profile and then focus on the Work With Me area long enough to click through and apply. I’m sure companies can devise more progressive outreach plans although for $23k TMP had better figure it out.

Last but not least, this program is built on the premise that 30+ million Facebook users will provide enough employee referral punch to be worthy, $23k worthy that is. I personally do not believe sheer numbers alone will win this particular gadget battle for survival and unfortunately, since TMP rushed to market, I also do not believe they have hiring statistics to provide a basis for purchase. Only WHIZ, isn’t that cool, BANG!

A closing word of advice for all vendors, even those masquerading as advertising agencies, build a solid case predicated on results not speculation. TMP should pull this gadget off the shelves and offer it FREE to a number of their big clients for 6+ months. What will this accomplish? Simple, you are rewarding your big accounts and you’re building a case for the entire market. Pretty simple I know, although when you’re rushing to be the first to market you sometimes forget it’s the client that counts, not your place on the INNOVATION pedestal.

I hope that answers you question Shannon.

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