How to Create a Successful Facebook page

In the last year, businesses have flocked to Facebook Pages. And it’s no surprise. Facebook Pages (basically a mini-website on Facebook) allow you to post company news, promote events, provide tutorials, showcase videos, create polls, and build community through discussion boards.

Facebook Pages can help you build your brand, create conversations, and allow users to connect more deeply with your business.

Recent updates to Facebook Pages have made them more personal, with real-time feeds of news and the option to create your very own tabs. Facebook Pages can be searched from outside Facebook and are easy to make.

These videos are also viral. When Facebook users become “fans” (or followers) of your website, your logo and name will appear in their newsfeeds. Your status updates – usually text-only messages – also appear. News Feed notifies their friends that they have become fans, and if they decide to join, they can then alert their friends.

A Good example

For detailed instructions, check out the step-by-step guides listed at the end of the article. While I focus on strategies, I will highlight some of the most important features using the Dell Small Business page/site, which has over 32,000 fans. (Dell offers several platforms on the Facebook platform).

• Audience: First, define your audience. Dell’s Social Media Site is clearly aimed at small business buyers, which account for a significant percentage of Dell Computer’s computer sales.
• Goals/objectives/strategy: Think through your goals/objectives and plan for the site. Decide how you’ll measure your success before you launch (e.g., how much traffic to your location you can drive).

Dell’s Social Media for Small Business Page was designed to be a one-stop shop for social media resources for small businesses. The site offers PDF articles that explain how to get started with social media, start a blog, and do business on Facebook. Also included are introductions to Twitter (blogging), WordPress, Technorati, and more. You can also create a resource website to target new markets. Dell could also have developed a website for university students or business customers.

• Settings: Choose your settings carefully for managing your website. You can select which tab is your default landing page. (For example, you might want visitors to land on the About page instead of your homepage.) and whether more than one administrator will operate your Page. You can allow your readers to post links, photos, or pictures on your wall (or not).
• Create an engaging Page: Make the Page as rich as possible. Facebook Pages are organized into tabs. The “Wall” tab has dynamic information, while the info tab includes static information, such as links to your website and mission statement. Finally, the Photos tab is where you can add photos and fan photos. You can add applications to the “boxes tab.” You can select up to six visible charges, with more hidden in the background.

Facebook’s most popular applications, such as Events, Reviews, and Discussions, are now available in tabs. You can also create your own. You can choose to make any of these tabs your landing page if you, for example, want your new users to be directed towards a specific promotion rather than your homepage. Dell has a page that is dedicated to audio and video guides.

Your Page’s core is your “Wall,” which allows readers to post comments, engage in discussions, and have conversations. Your “fans'” interactions with your Facebook page can appear in their news feeds, which allows you to reach a larger audience (imagine the ripples created by a pebble hitting water). This viral nature is what makes Facebook’s News Stream so powerful.

Dell’s Wall

Think like your audience and use your imagination. What kind of content could you create to engage readers and attract them? You can interact more with your readers if you post richer content. What about a behind-the-scenes video of your restaurant or a quick interview with an engineer or CEO?

Tabs that let you share content and create discussions are really cool. They can be tailored to promote specific events, generate discussion, or add valuable content. Set them up as landing pages to direct readers to the section.

Of course, discussions are essential to the building of a community. Dell Discussion Boards list topics generated by readers, ranging from social media marketing pricing to niche industries. The section “Dells horrible customer service” is where people can air their complaints regarding Dell systems.

The tabs can be dedicated to specific Facebook applications, like Photos, Reviews, and Discussion Board. Page tabs can be used by applications that are not Facebook-based.

• Research Tool: Most businesses ignore this, but it is possible to query and poll your audience. Dell recently asked: Does your organization leverage mobile security technologies?
• Event: events are hugely popular on Facebook Pages. You can post an event to announce a grand opening sale, a promotion coming up, or a conference where your company will be presenting. Encourage your fans and their friends to come, and you will see the numbers increase (hopefully).
• Resources A great way to keep people coming back is to offer them good resources. Dell offers some excellent guides for Twitter, Facebook, Business Blogging, and other social media. You can find out more here. It has one tabbed area called YouTube box, where currently, UK viewers can get business tips via an app called Small Business Advice TV (Smallbusinessadvice. tv is a specialist online TV resource aimed specifically at UK small businesses.)

Summary of final tips

Facebook has a lot of resources. It’s easy for you to get carried away. Make sure that all these features, tools, and applications fit your brand. For example, you don’t need an application that offends or clashes against your brand.

Start small with content and discussion boards that are relevant to your audience. Set up a regular schedule of email postings and updates, but do not spam. Use your judgment. For some audiences, a weekly update would be too much, while other audiences would appreciate frequent updates.

Dell’s guide also offers other tips:

• You can assign an employee to manage and create your Facebook page. Posting new photos, videos, and information regularly will keep your Page fresh.
• Answer within 24 hours any questions or comments posted on the “Wall” and discussion board of your Page.
• Create a Facebook Platform application to increase traffic to your Page.
• Do not fall prey to the mentality “If I built it, they would come.” It is important to create a strategy for attracting fans. This may include both paid and non-paid tactics.