Mechanics

If social networking is a fit for your business, here is what you should know before getting started with Facebook marketing.


Goal settings

Every marketing campaign should decide what they want to get out of Facebook, keeping in mind what it is best suited for indirect sales. Then, a specific metric should be attached, such as the number of fans, customer engagement, app subscribers or other application specific metric.

Then a specific theme for the page needs to be set, as well as a publishing schedule. Ideally you should post something interesting once a day, but at least once a week. Consistency as well as frequency is key to building an audience; follow the blueprint for content. There are peak days and times for publishing content and capturing your user's attention.


Fan page

You are not required to have a Facebook fan page in order to receive traffic from Facebook. Any type of link or content can be embedded in the site. However, it is generally more difficult to get users to leave Facebook, probably since they are presented with a dire warning when they attempt to do so.

It is much easier to direct a user to a fan page within the site, and therefore, we highly recommend creating one.

Once created, the page should be customized so that it stands out from the crowd. Finally, one must then promote the page, and therein lies the biggest challenge.

 

Customization

Every page is born equal, and rather plain. Customization is somewhat limited, but there are a few key things you can do. Some items only become available once you have enough members.

  1. Change graphics

    1. Including icon (logo)

  2. Change tabs

    1. Landing page is especially important. It should highlight call-to-actions, and change frequently in the advertising areas at least.

  3. Info box text

  4. Embed components from your website (iFrame)

  5. Allow a level of user participation (post comments, media, etc)

  6. Rename the web address (facebook.com/myfanpage)

  7. Configure analytics

See also: Cross-promoting

 

 

Moderation

Spam should be deleted without comment. But negative feedback should be addressed, not suppressed. It's a great time to improve customer relations and demonstrate that you are a responsible company. Always thank and acknowledge users positive comments.

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