• by Joe Mandese  @mp_joemandese, July 31, 2009

That’s what RockYou’s Lisa Marino revealed during her morning presentation at OMMA M&M in San Francisco

Firstly and most importantly, Marino says if a brand is going to do a fan page, it has got to commit to it.

“You need to keep the content fresh.”

A big no-no, she says is that you should never, ever default social network users to your “wall” page. The problem, she says, is that its mainly UGC content, and it could be littered with potentially negative comments that would create a negative brand experience as a first impression.

Another must-do, she says, is to “Put some kind of viral tool or viral action on your home page. Bud Light has a gifting function. Polls and quizzes. Contests.”

Marino says you’ve also got to maintain the presence, and keep the content fresh and highly engaging. In other words, treat it like a brand Web site.

Finally, she says it is critical to screen all UGC content to ensure that the experience is “safe and controversy free.”

Good luck with that.

I'm not sure what this all has to do with measurement and metrics, per se, but it was interesting nonetheless.

RockYou's Lisa Marino