5 Elements of a Successful Facebook Fan Page
Sounds great, so I'll just create a fan page and watch it blossom into a money making machine. Well, not quite. A vast majority of fan pages are completely ineffective, they suffer from very few followers, and even worse conversion rates. But don't worry, there are a few things you can do to make a real connection with your costumers, and stand out from the crowd.
1) Have a conversation
Your fan page is not a billboard, you can't just throw up some advertising copy and expect people to listen. Facebook is about communication and networking, it is designed around sharing information and having conversations. This means you have to do more than periodically post an update, picture, or link. Instead, you should be commenting on fan posts, adding value to these posts with addiction information. Make sure that your fans know that humans update the page, and not just some corporate suits. After all, who wants to have a relationship with a suit?
So many times people build it and wonder why they don’t come. Use all of your communications properties to build up your Facebook page, and use the Facebook page to promote the other properties. This means including links to your Facebook page on your company website, and marketing materials. In turn you should be using your Facebook page to help promote your website, store, or product. But be smart, if you place promotion in front of conversation, you can expect a dormant community.
3) Make your fans feel special
We have already discussed Facebook's role in build community and fostering conversations, but how do you do that? Reward your fans for participating, let them know you are watching and encourage further engagement. This starts by commenting on their posts, or tagging them in picture. But you should also create contests, give aways, and brick and mortar events specially designed for them.
4) Make your page unique
It can be pretty noise with millions of Facebook pages out there, but there are a lot of tools available to help you stand out. From simple things like custom profile pictures, to the more complex like custom FBML pages. Do some research, and take your time. Whatever you end up doing make sure that it fits your brand, and your demographic. Don't be afraid to be creative, experiment and find out what works.
Insights allows you to understand which of your fan page efforts are working, and which are falling flat. Make sure you keep tabs on exactly how your fans are reacting (or not reacting) to your efforts, and adjust accordingly.
Creating a Facebook fan page is simple, but getting it to work well takes time, dedication, and some planning. Don’t expect to create a page and then have a huge following instantaneously. Build good content, make it easy to share, and let people know about it, and over-time the community will grow.