You have likely had mixed or no success with your Facebook fan page. Despite all of the recent changes, the core of what makes a successful Facebook page has not changed.
1. Page Purpose
You need to let your “fans” know what they should expect from your page right away. Some businesses primarily promote discounts on their page, but you do not have to do that. When I introduced my Facebook page to my newsletter subscribers, this is how I described it:
Like many of you, we are a small business. As a small business, from time to time we tend to “get caught barefoot.”
If you would like to see more of the human side of Winding Staircase (and more marketing ideas), you should “Like” us on Facebook.
We do sometimes promote a new article or service on the page, but mostly, we wanted our Facebook page to be a place where you could get to know us as people, rather than as a monolithic business.
2. Fewer Links
Facebook users prefer the Facebook environment. Stop trying to send them to other websites.
3. More Pictures
Facebook users love images. The environment does not lend itself to highly customized graphics, so keep it simple. Webcam pictures are sufficient. Without the ability to adjust fonts, text colors, or add other common branding elements: images are the best way to communicate your brand foundations within the Facebook environment.
4. Reduced Frequency
Do not post a new wall post more than once per day. I have found 2-4 posts per week seems to work well. You don’t lose fans, but your page still seems active. Do not repost the same information, link, or image multiple times on your wall.
Be comfortable. This is a permanent record, but it is not an interview on “60 Minutes.” If your fan page is not fun for you, it is likely not fun for your fans.
We all have much to learn about effective engagement and brand building on Facebook. If you have found something that works well for your page (or something that did not work well) please share in the comments.
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