Recommended Six-step Approach to Building Your Facebook Page
#1: Objective
First, be clear on what your primary purpose is for your Facebook page. Examples include raising brand awareness, enhancing customer service, building your email list, driving traffic back to your blog, building community, etc. You may have multiple objectives, and that’s fine; be sure to prioritize your objectives. Mike Stelzner and the team at Social Media Examiner have a great editorial guide for their Facebook page; you can view an excerpt in this post.
#2: Design Strategy
Once you’re clear on the objective(s) of your Facebook page, the design needs to reflect that. Say your primary objective is to build your email list. You’ll need tofeature at least one opt-in box. For instructions on how to add custom content to your page, see this post. Go to Social Media Examiner’s Facebook Page to see a sample opt-in box.
#3: Content Strategy
Ideally, just as with your blog, you’ll have an editorial guide (or content matrix) which includes a plan for publishing a mix of updates, photos, videos, and links. For a sample content matrix, see this Google doc. Use a platform like HootSuite orObjectiveMarketer to pre-schedule your content. Depending on the nature of your business and your overall objective, for the most part, it’s best to publish a mix of your own content and what I call “OPC” (other people’s content). Sources of quality OPC include Guy Kawasaki‘s AllTop, Technorati, Listorious (a directory of Twitter Lists), along with your favorite blogs (subscribe in Google Reader or via email). Plus, remember your own Facebook Friend Lists!
#4: Promotion Strategy
Now you’ve built it and need to ensure “they come!” There are many ways to promote your Facebook page inside Facebook, outside Facebook and offline. See this post for ideas: 21 Creative Ways To Increase Your Facebook Fanbase.
#5: Engagement Strategy
Now you’re starting to gain traction! But you’ll need to allocate resources to ensure your Facebook page is being monitored and moderated—if not always by you, then by your team. If one of your objectives is to enhance customer service, you’ll want to be prompt in responding to fans’ comments and use a personal, approachable tone. BestBuy does a great job of this. See these two posts for ideas on enhancing engagement: How to Better Engage Facebook Fan Page ‘Fans’ and 13 Ways to Move Your Facebook Fans to Action.
#6: Conversion Strategy
I usually find the tipping point in social media is between 500-1,000 fans/followers/friends/email subscribers. You’ll start to see measurable results with this size group. You’ll be building trust and loyalty among your fanbase with consistently good content and reliable responses. Now you must have a strategy in place to convert your fanbase to paying clients or customers. Perhaps you’ll offer a special event (live or virtual), coupons, discounts and other incentives to give your fans a strong call to action. The bottom line is to let your fans know exactly what you want them to do. And pace your offers. If you’re hosting live/virtual events, be sure to also use the Facebook Events feature. See this post for ideas: 10 Tips for Creating Buzz With Facebook Events.
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