Earlier this month, one of our suggestions for those just setting out on their online media journey was to create and develop an engaging Facebook Fan Page.
But how can you best utilize a standardized platform with
the potential to reach several hundred million people?
In this post we focus on some specific actions that can be taken to transform the familiar – and slightly dull – wall of updates into an interactive forum full of compelling information and discussion around your chosen subject.
Fire Up Your Facebook
1. Any landing you can walk away from isn’t always a good one.
For most users, the Facebook wall is the first impression (or landing point) they see of a fan page. As this is an ever present sight on both personal profiles and fan pages, it doesn’t stand out and rarely communicates a summary of what you offer or stand for. So what can you show your first time visitor instead?
Any tab of your Facebook page can be set as the landing point for your visitors. Add to this the ability to create your own customized tabs with the Static FBML option (something helpfully explored in this how to by Snipe.net) and the possibilities for an eye-catching, informative first impression are greatly expanded.
Musicians, for example, may choose to display the artwork and details of their latest release, as well as a link to their bio for those wishing to dig deeper. Alternatively, a music tab from an application such as iLike could be the landing point, placing the songs front and center. As the latter is one of the main issues for musicians when considering increased use of Facebook – in comparison to Myspace, which traditionally places music at its core – taking a step like this can significantly improve the standing of their Facebook fan page for promoting and converting first timers to fans, via the music.
Other organizations may choose to emphasize some other compelling content on their fan page, whether a video, informative article, or a discussion around a new product or service. As well as providing a more eye catching landing, it also offers more control to the page admin as to how their visitors move through their content, which is often a major concern of those just starting out with online media, particularly social networks.
2. What’s in a name? Create a Facebook page vanity URL.
Another confusing element of starting a fan page can be where to direct potential fans, as the web address (URL) for these pages starts off quite large and unwieldy. Though embedded text links or abbreviated linking can assist online, attempting to communicate this URL over the phone or in print can be more frustrating.
By far the best option is to amass over 25 fans and create a custom (or ‘vanity’) Facebook URL, which can often be something as simple as Facebook.com/yournamehere. Initially this issue requires a workaround until the fan count is reached but, once up and running, this step makes your fan page much more memorable and easy to access.
3. Two’s company, three’s a crowd. Engage the crowd.
As far reaching as social media networks can be for broadcasting to your audience and potential clients, by far its greatest power lies in attracting this crowd – your Facebook fans – to your content and engaging them to become a part of it.
Facebook allows you to include links, photos, videos, polls, and plenty of other media to expand your fan page beyond a simple wall of service updates. Share an article with a link and compelling picture, encourage your fans to read it and comment back with their related opinions and experiences. Design competitions aimed at having them upload their own content involving your product or service (for example, a photo of them having fun using a product at home or a video testimonial on their successful use of your services) and ask them to tag their personal profile so that the message spreads to their friends as well.
Unsure what kind of content your fans might enjoy? Place a poll on your page to ask them and encourage their comments after doing so. Anything that gets your fans invested in and a part of your page, rather than just an audience member. The added benefit of this lies in the increased activity associated with your page as fans interact, raising your visibility in both personal user feeds within Facebook, as well as externally for search engine rankings as they index the site.
4. Got any plans tonight? Add events for your fans to attend.
One of the key social aspects of using personal profiles on Facebook is the ability to see what events friends are attending. Anyone can create an event and invite their connections to it, as well as requesting they pass on the invitation to their own network. If approached in the right way, this can boost awareness and attendance of the occassion as the news is quickly passed from user to user and a buzz grows. In addition, the date and time is placed in the user’s Facebook calendar and a reminder appears next to their personal news feed as the big day approaches, helping even the most disorganized of fans to keep you in their plans.
Event pages also offer the equivalent of a mini fan page, on which attendees can discuss it and post related content. Organizers can then interact and encourage this activity, once again building anticipation for the occassion and increasing the activity associated with both the event and the fan page behind it. Musicians can discuss set lists, special merchandise they will be selling, song requests, and all manner of topics that get fans even more excited to be a part of the whole thing.
Keep in mind too that events need not be restricted to set dates and times at a physical venue. Special offers and promotional periods or the release date of a new product or service can also be set up as events to raise awareness. These require a little more creativity in getting fans to RSVP their attendance to a non-physical event, but the same logic holds that if the organizer is able to create compelling content and engage their fans to interact, then excitement and an attendance base for such events can be built.
These are just some of the sound starting points from which you can create an exciting, engaging fan page. A place where your audience feels informed and involved enough to transform themselves into particants, interacting with others interested in your message and offering their own insights and knowledge to further increase the appeal for new visitors to perform that much sought after ‘Become a Fan‘ conversion.
And the fact that this increases visibility for you in all the places you need to be seen? Well that’s something that you’ll just have to deal with, right?
Have you moved beyond a standard page to really fire up your Facebook fans? What steps have you taken to achieve this?
What limitations do you see on such Facebook pages that restrict your use or, worse, prevent you from joining at all?