5 Easy Steps to a Great Facebook Fan Page

Developing a fan base and keeping fans engaged can be a vital part of a small business's social media campaign.

Tapping into the massive audience on Facebook is a huge opportunity for any company--which is why thousands of businesses have created fan pages.

Unfortunately, not all of them appear to know what to do with them.

Developing a Facebook fan base and keeping those fans engaged can be a vital part of a small business' social media campaign; here are some concepts that can help you do just that.

1. Appeal to your target audience
   Facebook fans are clearly willing to endorse you, since they're linking your company to their personal profile. The more appealing your page is to your target demographic, the more those individuals will want to join in and be a part of the community.
   
   The Adidas fan page is a good example: their visually appealing and constantly changing page is a natural extension of their brand: laid-back, cool, and edgy. Therefore, Adidas fans feel comfortable being associated with the Adidas Facebook page.
2. Trigger debate
   Spark a discussion on a hot topic, somehow tying it to your business. Everyone has something to say and wants to be heard, so why not give them the platform to engage? And when people participate in an online debate, they have a tendency to return and check on the other responses.
3. Ask for feedback
   Fans feel more connected with a company when asked for their feedback. You can ask fans for input on things like a product, a service, or your website layout. This is also a great forum for you to get personal feedback in real-time.
   
   Red Bull's fan page is a good example of a company that uses fan input to create a dynamic page that stands out from other company pages.
4. Update with photos, videos, and original content
   Original, interesting content will keep your users coming back to find out what's new, so update and refresh often. And of course, a picture is worth a thousand words--especially online. Facebook users appreciate eye candy that offers a moment's distraction from the day's tasks.
5. Create incentive
   People flock to fan pages that give them a reason to go there: a sale, free products or services, and contests. Word of mouth is powerful on Facebook. If you offer something exclusive that people are curious about, they will want to access to it.
   
   A great example: Adidas partnered with MTV to create an exclusive Facebook contest where the winning fan received an all-expense-paid house party. Not surprisingly, the response was staggering. In this case, Adidas wisely teamed up with a brand that is popular with one of their target demographics (and also one of the biggest demographics on Facebook) and offered a prize that specific demographic would value. Further, it promoted the contest on its fan page heavily, both before and afterwards. It incorporated fresh blog posts, photos, and video throughout the contest, then it had the winner contribute to the page to keep the dialogue going. This strategy made people more aware of what the brand offers is about and how it takes care of its fans.

Four major Facebook Page Mistakes

Four Major Facebook Page Mistakes

The latest Facebook Timeline news has many nervous about their business pages being lost in the fold. Bombarding your “like-ers” with a constant barrage of updates will no longer be enough to get you noticed. And, for those that actually want to generate clients from being on Facebook, it’s time to let go of a few bad habits that are causing you to miss out on potential eyeballs and future business.

Here are four of the worst practices of a business page and how to avoid them:

1.      Being a Robot (Automation)

Automation is great for convenience, but adding robots to your life can have negative consequences on social media’s most saturated platform. On Facebook, the scientists have built in code to flag and de-prioritize your scheduled posts. To get and keep attention in the Facebook feed, post your shares and updates live when at all possible.

2.      Facebooking too Frequently (posting too close together)

When it comes to Facebook posts, fast is not always better. Real sharing should happen at a moderate pace. Now Facebook’s Newsfeed and Ticker features give you extra opportunity for twice the exposure. While you’re sharing content, consider giving your viewers a few moments to like, comment, and garner some extra attention for your page in the Ticker.

3.      Too Much Social, Too Little Business

A real estate agent’s Facebook page should be about…real estate. That means it’s ok to feature listing photos and other business information routinely. If you’re not, you may want to reexamine your page’s purpose.

When sharing real estate info, just be sure to make it engaging and interesting. Remember to ask two questions about your posts “what about this is interesting?” and “What am I telling that someone doesn’t already know?” If your answer is “nothing” to both, you may want to rethink your post.

Also, remember your Facebook page is only valuable if it bring you business. People like to do business with experts. Make sure your page and posts feature information and updates that highlight your expertise. Be sure to use data, facts, and your blogs to show prospects that you offer something different.

4.      Working Bankers Hours

Facebook never sleeps. And while that doesn’t mean you shouldn’t, remember much of your audience isn’t glued to their newsfeed during the day. Posts in the evening and weekends are much more likely to be read. Experience is the ultimate guide to when and how often you should post, but some informal online research from The Marketing Blog has shown that Saturday at 11 a.m. is prime time when it comes to getting the most eyeballs on the post.

Facebook (like most other social mediums) is a tool. And, tools are only good when you know how to put them to work. Avoid these missteps and check out our latest handouts on Facebook for Real Estate Agents for insight on how to make one of the biggest social phenomena work for your business.