Nice article by Tessa Wegert on "How to Effectively Buy Into Facebook." Paramount's Facebook for Indiana Jones - Kingdom of The Crystal Skull is a great example. Paramount has created a destination on Facebook where they can easily provide users social currency for the Indiana Jones enthusiasts. The fan page provides behind the scenes pictures, movie trailers, Facebook apps, opportunities for exclusive content and fan photos. All the cool things you would expect as a fan of Indiana Jones. Unfortunately, it doesn't look like Paramount is leveraging this set of 70K enthusiasts by "continuing the conversation" with additional content, opportunities, etc. The latest videos were from "about three weeks ago" and the latest pictures were from "April 22." The only tool that has been used to capture the excitement from opening weekend were comments that were left on their walls. (Might have been nice to also have a marketing manager join the conversation so when the boo birds start bagging on their property, there is someone that can transparently provide counterpoint.) They did a great job of extending their hand, creating a connection and then they left the community to talk amongst themselves.
Marketing on social media sites should not just be flight-based, rather an ongoing effort to spark dialog, provide value and feed into the passions of the brand advocates. Since there will be a DVD push coming up, this is a perfect place (and investment) to continue to put legs on their opening weekend so that the evangelists market for them. Arm the influencers to continue becoming brand advocates. Once they are armed and evangelize for you...make sure you reward them!