If your Facebook store failed, don’t blame Facebook, blame yourself.

I worryingly read a slew of articles over the weekend about the shuttering of numerous big-brand F-commerce sites. My issue with most of these closing is that few had good KVP (key value propositions) for the user and now the entire ecosystem is getting painted a very ugly colour. In light of Open Graph just coming onto the scene I’m surprised at these big brands’ quick plug-pulling behaviour.

Let’s review history: be honest, most of these companies put up their websites (or some fraction thereof) on Facebook and gave no real reason for people to buy from it there rather than going to the trusted and understood website. That’d be a “No thanks” in anyone’s book, right?

Now imagine a world where you treat Facebook “Likers” as your VIP group — really special people instead of cattle (as many of these now closed outlets did). You could, for instance, offer free postage if they order through Facebook.

Perhaps a points system to promote repeat purchase? Maybe a special gift? How about the chance to determine future sales? That’s enough of me teaching you to suck eggs but I think we’re losing sight of the basics: if the value for someone is not there, why are you expecting them to be?

Let’s stop treating fans as direct customers. It’s simply not realistic. Most people opted to get messages from you in a very personal space. Treat that opportunity with the respect it deserves.

You are there trying to make or save money while they’re there to talk about Friday night shenanigans — it may (gulp) not be all about you. Not every update will drive sales — in fact — the majority of them won’t. This doesn’t mean success is difficult (or harder) it just means you have to think more than ever about key value propositions.