5 Tips for Marketing on Facebook's New Pages

Facebook’s recent move to make Facebook pages similar to user profiles (in-terms of interactivity) is drawing attention from mainstream publishers and marketers at top brands. New publishing features on Facebook are being used by brands like Coca-Cola, and publishers such as Fortune Magazine and The New York Times, in an effort to become part of the new Facebook stream. The pages will also serve as landing pages for brands on Facebook, which they can promote and measure traffic to using Facebook Advertising.

Here's 5 Tips for marketers utilizing these new pages. 

#1 Post updates frequently: Twitter rules now apply, and frequency of status updates must be high in order to stand out with your fans in the Facebook stream. In fact, given the scale of Facebook, it’s likely that we will see the best Twitter brands: Jet Blue, Ford, Comcast, Home Depot, Zappos and their handlers making a strong play for Facebook mind-share. In order to compete, posts must be frequent and interesting. 

#2 Take advantage of Facebook Advertising:  Now that you can interact with current and prospective customers on Facebook, bring people to your page. Team your page effort on Facebook with a small Facebook advertising campaign. While the Twitter community shuns ads, Facebook users are used to them. If they can add value and interest them in comming over to the new Facebook page - you win. 

#3 Watch Coca-Cola:  While brands like Jet Blue and Ford have mastered Twitter, Coca-Cola has mastered Facebook. Watch how they improve their brand page with the new features. They'll give you a good idea where you should take your page and what you should be doing to grow its following. 

#4 Use video:  You can't use video with Twitter (Outside of posting a link to it). Use Facebook as a new portal for videos. Nielsen’s recent report on social networks noted that Facebook users spend an average of 3 hours and 10 minutes on the site per-month; the highest average time per-person amongst the 75 most popular brands online. Utilize the time they are engaging with the site to get branded content in front of them. 

#5 Get your employees involved in word-of-mouth marketing of the page:  Before you start promoting the page, make sure you have your employees as fans. Encourage them to dive into the conversations to jump-start a thriving community. 

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10 Comments

  • Olivier Dierickx

    It's not facebook that is so important. Facebook is just a hype and can be used to help you to make your product or brand better known. It is your brand name and your products that are the key to succes. You will only have succes with it for a long period on facebook if you have a good product/brand name. Otherwise people just won't become a fan of your page.

    I always read articles/solutions on 'how to use facebook as a companie', but the question is 'do users want us at facebook, and why would they want to be a part of our facebook activities?'. The second question is 'how'. Don't spend your time on facebook if you don't have a well-known brand name or a good product. Because if you haven't one of those two, it will be very difficult, and there's a big chance it just WON'T work. But on the other hand, with some creativity, everything succeeds, no great thing is created suddenly.

    And like the others say, don't copy Coca-Cola.. Innovation distinguishes between a leader and a follower.

    That's my opinion. ;)

  • Jason Comely

    I think most marketers will reference big brands like Coca Cola and Nike (who have seemingly infinite dollars to spend) to see what they're doing in any particular medium and to glean some tricks. But that said, people need to use creativity and do things that express their brand in their own unique way. Don't be a robot and do everything like Coca Cola. Maybe they're NOT right. Maybe there's a better way to extend your brand's reach.

  • Tricia Lynch

    Please please help me! With the new fb layout, I can not find a simple, little button to click to take me directly to the list of pages that i am an adminstrator for! i can only "search" the name of the page or go to my profile, then to my info tab, then down the the pages i am a fan of, then click from there. THERE MUST BE A MORE SIMPLE WAY! previously there was a "page" button on our home page...where did it go????

  • Kyle Austin

    Thanks Steve, in a longer post I did for our agency's blog - I get into how Coca-Cola was started by those two fans. However, Coca-Cola put some money behind the creation of that new video (spotlighting the fans) and believe they will now adjust to the new settings (they're certainly a big advertiser on Facebook - so it would make sense). Hope they do anyways or it will be a loss for them, given the following which has been built for them there.

    http://racetalkblog.com/2009/0...

  • Steve Coulson

    Not to take anything away from Coca-Cola, but until recently that Page was run completely by Fans who set it up (there's a video on there that tells the story humorously). So the huge growth of that Page is probably more due to the brand being so well loved worldwide than the actual content created by Coke itself. But you are right that it's still the #1 brand Page on Facebook. Take a look at what Ben & Jerry's are doing too, nice interaction with their Fans.

    Now a short (but related) plug. For anyone interested, my company just released a free 20 pg eBook on upgrading FB Pages, aimed at businesses and brands - http://aboutface.theadvancegua... Thx.