Facebook Fan Page
Making it effective
Is your fan page simply a static page? Are you feeling clueless about driving fans to 'Like' your page? Well, engaging fans needs some commonsense, besides some technical knowledge which is not rocket science, fortunately. Fan page on Facebook offers incredible opportunity to engage the fans with the brands, be it local, global or personal. Now, how to proceed for ensuring optimum engagement? Know your objective: What to achieve
First you need to know why you are opening the Facebook Fan page? Whom do you want to talk to? You may want to raise brand awareness, give enhanced customer service, build your email list, drive traffic back to your site or build a community. You may also have multiple objectives. Having a page without any clear goal will bring no fans outside your friends' circles. So, make a comprehensive check list before you proceed. Know others: Know the best practices
Now you have to research your competitors' pages and their conversation styles as well as design of the pages. You need to observe not only your competitors but also the best recognised Fan pages of other entities. The pages may have no relevance to your product or firm's nature of business, but you will get idea by scanning the best practices. Design of your page: Make it inviting
You have to design your page warm enough for the newcomers to feel comfortable. Once you are clear about the objective of your Facebook page, the design needs to reflect that. For example, if your main objective is to build an email list for lead generation, you have to feature at least one opt-in box. Articulate content strategy: Feed consistently
What type of content do you want to use most often; photos, videos, links or questions? You need to decide well ahead. It may sound like having an editorial policy of a regular publication. When you have decided on the content, plan the update/upload calendar for regularly feed the fans' news feed. There are available apps now to pre-schedule content updates. Fans do want to feel excited to be your fan. So feed them the right content. Promoting the page: Pull the fans
Now you've built the Fan page and own a content strategy. It is time to promote the page. There are ways to promote your Facebook page both inside and outside the Facebook. You may start a targeted advertisement campaign on Facebook. However, a consistent execution of content strategy will increase your Facebook page's fan base organically. Engagement plan: Plan ahead
I am confident that you have already started gaining traction by now! Well, you have no time to relax seeing your fan base growing. Allocate resources to ensure your Facebook page is being monitored and moderated properly. If you cannot manage time to do it on your own, assign others to do it. In case your objective is to enhance customer service, ensure prompt response to fans' comments. Always use a personal, approachable tone. Remember, you are in the social media domain. People want to hear non-formal, cozy tone while having fun here and there on social media. Conversion with the fans: Keep it going
If your page has already reached a milestone of 500-1,000 fans, time is now to nurture the relation. Concentrate on building trust between you and the fans. Consistently providing good content along with reliable responses will get more and more fans along the way. Moreover, the consistent engagement will increase your brand equity that will positively impact your sales figures. This is the way, how so many brands across the globe are monetising their social media investments.
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