Facebook can’t charge for access the way LinkedIn does, and can’t inject ads as Twitter does—for now. The company is stuck between a rock and a hard place, but it has the money, and the world’s attention, to find its way out.
A message map is the best way to ensure that your messages are clear and targeted. It’s essentially a flowchart that shows the stages a prospect goes through until they become a buyer, along with the objections they have at each stage of the process and the content needed to overcome those objections. When I did a lot of startup acceleration, this process was part of our “secret sauce,” and in 2009 I finally got around to writing it up.