Make your target audience want to be “fans” with a Facebook page

Thursday, 11 December 2008

Those of you eagerly awaiting the next installment of my blogging guide, relax, it is coming, I swear. Practice the first steps for another few days and get really good at the basics; we’ll talk SEO soon, I promise. I’ve fallen in love and been busy…well, back in love, with my mistress (or would I have a mister?), Facebook.

I made a lot of fuss when Facebook switched to pages for business, both over here and on my company blog. OK, I made a fuss whenever they changed anything, but you know what? Turns out they knew what they were doing. Because I looooove all the Facebook page displaynew changes now. Go figure. Yes, they took some getting used to, and I recognize some were intended to make it harder for marketers (ahem, moi) to “abuse” Facebook for marketing and promotion purposes. But a lot of good came out of it, and if you can embrace and work with the new system you will create a better social media marketing or reputation management plan. Even a regular old profile can be made better by utilizing the new functionality and tools.

Facebook page or Facebook group?

Take groups vs. pages. Groups were very easy to invite people to and to join; I used to go through mine every few months and clean out old ones for past fundraising events or lost phone numbers. But I was in a lot of groups, so I looked cool. Ha, yeah right. My profile looked cluttered, and I looked schizophrenic.

When Facebook began transitioning to pages, a lot of people saw it as a way to segment businesses and prevent them from actively participating on Facebook. In a way, it was, but the companies that took on the challenge and found a way to make pages work for them have been far more successful than any that held tight to groups.

Make a Facebook page. Then make it better.

What made me come around was realizing the different investment I had in becoming a fan and allowing a logo to appear on my profile instead of just clicking to join a group and making the name part of a long running list. I have to really like something toFacebook groups display make it so visible on my profile; therefore, that page needs to be well done and active, and I need to have a strong connection to that brand. If it passes both of those tests and I add the page to my profile, I’ve self-selected myself has a highly valued target. A group member does not have that guarantee.

Using Facebook effectively for marketing and branding means adding “stuff.” Also known as value.

What does this mean for you (and me) as internet marketers? Take the time to make a page, and make it good (see Victoria’s Secret PINK for a good example; they had 756,794 fans as of this post). Send out updates, provide insider content, develop an app or something fun for your fans to use. Facebook promos and giveaways can inspire huge loyalty. If you assume that most of your fans took the time to search you out, as opposed to being solicited, you owe it to them to make it worthwhile. You’re also getting free advertising every time they interact with your page, so make them work for you.

Just look at the two images in the post. The first is how Facebook pages are displayed in a profile; the second, how Facebook groups appear. Which would you rather show up as?

But the best reason to go for a page over a group? It’s the Facebook-preferred method. Which means time, money and development resources are going into improving pages, while groups have been all but abandoned. Think of it like this: at a restaurant, would you rather order the special, which the Chef is clearly excited about and put some thought and effort into, or the boring meatloaf sandwich that you know they still have but isn’t even on the menu anymore? Me, I would always, always go with what the expert recommends.

5 Comments

  • [...] Make Your Target Want to Be “Fans” With a Facebook Page [...]

  • There’s an entire other element that Facebook Pages offers, unlike their Group counterparts: Google.

    See, all of Facebook is hidden by search engines due to Facebook’s walled garden perspective. FB management perceive if something exists on facebook.com, it can only be viewed by people with a Facebook account.

    Not so for pages, which can be viewed by anyone with or without an account.

    If you’re a business and have a FB group, you’re losing potential customers from seeing it. If you have a page, they can see it and can then choose if they want to get an account to interact.

    Comment by Ari Herzog — February 4, 2009 @ 2:35 pm
  • thanks for the post, a few thing that i really like about Pages compared to groups is the analytic that they offer. Also the ability to use apps on the Page. In “groups” you are tied down to the preset functionality. With “pages” if there is something special you want to add then you could just create the app, and include it on the page. Also if you want to go that extra mile, creating a facebook ad that directs users to your “Page” is but a few clicks away. Very nicely crafted.

    Comment by Alex Britez — February 4, 2009 @ 3:34 pm
  • [...] since their inception. If there’s any doubt in your mind that you want a Page and not a Group, read this post on Pages vs. Groups before [...]

  • Nice post. Do you happen to know if its possible to target a facebook ad towards specific “pages” ? My target customers don’t show up as keywords in ad manager, but there are multiple people as members of various “pages”. Thanks.

    Comment by Luke Catlin — April 8, 2009 @ 4:15 pm

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