Ever since Facebook launched Fan Pages in 2007, brands have started to occupy previously pristine social territories. You can’t blame them for that. After all, the biggest social network has long been seen as a lucrative place for many advertisers. Over the last five years, the concept of social marketing has been developing at an extremely rapid pace. At first, one of the main goals of brands was to collect ‘Likes’ and bombard users with numerous commercial offers. Not surprisingly, it soon became apparent that such an approach was not bringing expected benefits. At the moment, it is remarkable if a brand does not have a Facebook page. According to Facebook, there are about 37 million pages with 10 or more ‘Likes’. Unfortunately, quantity does not always go hand in hand with quality. As a result, many brands are still struggling to find a perfect social marketing mix to reach their targeted audience. Luckily, there are several simple yet extremely useful tips which can help brands to turn things around.
If it looks great, it is at least worth checking out
Although most of the interactions happen in the news feed, it takes effort to get there. With recent Timeline implementation, Facebook has clearly indicated the desire to make the user experience more visual and intuitive. A large cover image, 851×315 pixels, has become a perfect place for brands to express personality. Try to come up with some interesting concept, making a composition out of the profile picture and cover image. Get inspired by researching successful examples on Facebook. Don’t waste the cover image by showing contact information, arrows pointing to the ‘Like’ button and other cheesy techniques (sorry, couldn’t resist). The best thing about neat visuals is that they will persuade visitors to pay closer attention to your brand wall, where the next stage of social acquisition is taking place.
Images and videos are more efficient
To attract more attention to your brand page, highlight posts with relevant images. The picture should be catchy and in tone with the message of the post. Videos are another way to catch more attention. People get tired of reading all the time so a short video is a perfect way of delivering the message in a relaxing but meaningful way, and your fans will thank you for that!
Over the years, Facebook’s insights panel has become a real joy to work with. It allows you to trace fans’ demographics, brand page posts’ reach, stories generated from your posts and other important statics. Use the insights panel to learn what type of post your fans like the most and the time when the messages receive the most attention. Additionally, brands can utilize the data from insights to develop a schedule for posting activity.
Try not to overcrowd your brand page with too many messages. Sure, it is important to have rich content on your page, but don’t forget that people see tons of stories every time they reach Facebook. The last thing you want is to become annoying to your fans. Try to post several useful links, cover topics relevant to your business and create question polls to receive feedback from your audience. Don’t try to sell on your page – people don’t like it when they are approached on the street with some hot offers, so why should they like it on Facebook?
Express brand personality
With the rapid growth of social networks, many brands have a chance to be more personal with their fans. Show a human side of your brand by facilitating interaction via new features and direct messages. The message tab is basically a brand’s email box, where fans can address personal issues or simply interact with brands without being exposed to the whole community. It is a very powerful tool, which can greatly facilitate the interaction process. Furthermore, sharing images and videos from company events is a great way to increase the emotional attachment of the community, as well as being a great way of highlighting the transparency of the brand.
All in all, having an appealing brand page requires patience and precision. Consequently, there is no ultimate method to develop a strong community. However, Facebook provides brands with all the tools required to achieve this goal. That’s why you should finish reading this article and then start developing yours!
UPDATE: A certain online broker has recently launched a contest where each entrant can guess Facebook’s stock price at the end of their first trading day after the social network’s IPO. The name of the contest is Coolest IPO, and you can participate by installing their Facebook application http://www.coolestipo.com and making a guess. Good luck!Read More