So you have established Facebook is where your organization needs to be. You did your demographic research, determined how you will engage your fans and allocated the time and resources to truly be interactive. So the logical next step is to create a page. But how do you build a page that will be most appealing to your audience? Start with a few of the basics to get a good foundation, then listen to what your fans are asking for and how they are spending most of their time on your page.
Start with the tabs
The wall – this is your landing page for fans and your life stream. It’s all of the activity and interactions with fans. Devote most of your attention here as your page gets going.
Info – this is all about your organization. Be sure to be descriptive, but concise, punchy and appealing. Don’t forget to post links to any of your Web sites or social networks here too. Use this information and the links in the small box under your icon too.
Photos – consider opening this up to fans, allowing them to post, tag and comment on photos. Photos create another level of interaction and can spark dialogue. Post photos of your customers here too (with their consent of course) and tag them. Again it’s creating more activity on your page.
Boxes – you can add various built in boxes like “links” and “notes,” but they also afford you the ability to customize your page. (More on this in the next blog).
Notes – use this to post articles, press releases, anything…get creative. You may find though that you don’t even need this tab. Most of the other tabs get the job done and are more useful.
Events – use your creativity here too. You don’t have to limit it just to in-person events. Think outside of the box. Maybe host online event or some sort of contest or special promotion on your page that is contained within a set number of days.
Landing page – for fans the default landing page is the wall, but for non fans and non Facebook members you can direct them to a different tab with a call to action. Mashable and Victoria Secret’s Pink do this effectively with their landing pages.
Post no bills
Will you allow fans to post comments, photos and videos? You would be wise to leave it open. You can always moderate any inappropriate postings. Keep in mind the more people post the more it will show up in streams, which means more of their friends see it. Not allowing this level of interaction could potentially have a negative effect.
How will you kick start these conversations and postings? Think like a blogger, unravel stories over time and engage your fans with questions.
One last tip, be sure to grab your vanity URL. Not only does it help you retain your brand identity online, but also there are talks that Facebook may be launching an email platform. The platform would use your vanity URL as your email address. You don’t want to get stuck with one that doesn’t fit your organization.
If you have a page what is one strategy you’ve used to successfully build your fan base? Could running a promotion to get new fans and not extending that offer to existing fans have a negative impact?