Over the preceding couple of months, I`ve spent a lot of time working on Facebook Pages for clients. To say the least, it has been eye-opening, educational and enlightening.
From the outside looking in, creating a Facebook Page is a straightforward process for companies that need to build a bigger digital presence. With Facebook having more than 600 million registered users, Facebook Pages have become increasingly irresistible.
In some respects, it reminds me of when I was a reporter in Hong Kong in the early-1990s when China was starting to open to foreign companies. In theory, China was extremely tempting given the great amount of consumers. The reality, however, was that acquiring a beachhead was a huge challenge.
When it comes to Facebook, many companies are jumping into Facebook Pages because, well, they need one. After all, everyone`s getting one, and no one wants to be left behind. But one of the biggest problems with Facebook Pages is the rest of getting one. A few clicks and you`re safe to go.
Well, not really.
Creating a Facebook Page is the easiest move, which explains why there are so many of them. The dispute is the following steps - and I`m nottalking about creating content and engaging with your fans_er, I mean "Likes" (Editor`s note: "Like" is downright goofy.)
The most important consideration with a Facebook Page is determining what to do with it and the features it inevitably to have. While an out-of-the-box Facebook Page is okay if you want basic functionality, the real magic starts when a Facebook Page is customized. This generally involves the existence of tabs that offer a Facebook Page with more ways for consumers to take and use it. It could be e-commerce, contests, videos, activities or online services. The decent thing about a Facebook Page is the introduction of tabs is up to your imagination.
So if you buy into the theme of custom tabs, the following decision is determining what they are leaving to be and how they are passing to satisfy the needs of your direct audience. To realize that happen, these tabs need to be developed using FBML, Facebook`s version of HTML. It takes planning and clock to develop tabs so they do the job and engage users. As important, tabs should take a process that get people to do something - be it visit a Web site, make a purchase, enter a contest, "Like" or deal with friends. They can`t just be fluff with no upside for companies.
Now that you`ve created the tabs, the focus needs to go to content - contests, videos, photos, polls, update, links, etc. - that engage users and, as important, encourage them to fall back on a steady basis. To draw this happen efficiently, it is crucial to give an editorial calendar aligned with your selling and sales activity. An editorial calendar offers structure so content doesn`t want to be created on the fly. While being flexible and engaged is a right thing, it also helps to get a project of fire so content can pass on a sustained basis.
As well, a Facebook Page needs love and attention. It can`t be allowed to work as silo-ed activity that is somehow able to stand and elevate itself. Too often, companies make a Facebook Page, and so ask the tidings to get a way to its door. In reality, a Facebook Page is like any other marketing activity; it inevitably to be promoted in much of other places - Web sites, marketing collateral, business cards, e-mail signatures, packaging, etc.
Finally, a Facebook Page needs to happen pretty much every day. It needs a mortal or a squad to produce content, engage with users, and push it on daily basis. It`s a lot of mould and not terribly sexy but it`s a key ingredient - along with customized tabs, an editorial calendar and marketing support - if a Facebook Page is leaving to be anything more than simply another digital entity.