Part of my job is to manage a handful of company brand pages, some more successful than others due to the demographic of the readership. As I work with Facebook brand pages all day, it has become very obvious to me that the majority of brand / fan pages are clueless when it comes to attracting more fans effectively and efficiently. Here are 5 reasons why those pages aren’t as successful as they could be.
- You Haven’t Registered Your Custom Username Yet. Assigning a username to your Facebook page couldn’t be simpler. You type in www.facebook.com/username and click on “Set a Username” for your pages. You would be surprised how many pages (small and large) neglect to make their brand page more easily accessible to someone typing in a URL. And, unsurprisingly, the Google ranking for the page rises.
- You Are Letting New Visitors Land On The Wall. The great thing about creating a brand page is having the ability to direct new Facebook visitors to another starting point rather than the wall. By sending them to a simple tab that you design (with a application tool like Static FBML) , you can welcome them with elements of your website / brand rather than a stream of wall posts. Even smarter, you can lay out a clear path to becoming a fan. For Example:
- You Haven’t Designed a Custom User Picture. While Facebook is some what limited in design choices, you can work within the constraints of Facebook’s profile picture requirements to blend into the design. Take a look at 5 Creative Ways to Hack Your Facebook Profile Photo to get started. I’m a fan of simply placing your logo beneath the blue line and seamlessly blending into the page.
- You Overwhelm Your Wall With a Busy RSS Stream. This is a terrible way to treat your fans. Each post that you make shows up in their Facebook stream. Sending 15 to 20 posts a day into their stream is rude and defeats the purpose of the wall. Take the courteous route and create a separate tab for your RSS feed. Send only your best content onto the Wall to spur conversations.
- You Are Missing From The Discussion. The whole point of having a Facebook page to promote yourself or your company is to create an open dialog about your brand. This means you need to join the conversation on a meaningful level. A Facebook Page isn’t designed for a one-way discussion. It’s not a page to blast out a press release and ignore the responses. In order to truly build a dedicated, loyal fan base, you need to become active in the discussion.
Tackle these five aspects of your Facebook brand page and you will be well on your way to building a solid readership of Facebook fans. Check out 8 Essential Apps for Your Brand’s Facebook Page to grab some great tools for building more functionality to your Facebook Brand Page.