Next to asking why, asking who cares might be the most important question a business can ask itself when considering a particular course of action.
If a business is on its way to building a Facebook page, it should first ask why, and then ask yourself who cares?
I like to use dry cleaners in this example. Who cares if a dry cleaner has a Facebook page?
I found a dry cleaner that does little else but ask trivia questions, I wonder how that’s working out for them.
It all hinges on “Why?”
The dry cleaner that says “we’re going to put up a Facebook page and talk about dry cleaning, and why we’re great dry cleaning” has a serious “who cares” problem on their hands. Seriously, will anyone care that they have a Facebook page? It’s unlikely because with all of the content flowing through our newsfeeds, do we really need to see that?
The dry cleaner that says “we’re going to put up a Facebook page and use it to provide customer service. We want our customers to let us know when we screwed up and when we exceeded their expectations and we want to do it in the open so people can see what kind of service we are.” That’s a business that might have a shot at having an answer to “who cares?”
The answer to who cares is heavily dependent on how a company understands why it’s doing something. Who cares is a question that forces a business to put on its customers shoes or look through the eyes of a potential customer.
Try it on for yourself.