Are Facebook Fan Pages Worthwhile?
(Long Island, N.Y.) Last weekend someone suggested we set up a Facebook Fan Page for my daughter, who’s almost two years old. Apparently, people enjoy the brief updates, funny stories and photos I share through my Facebook account. (Which, unlike my business-oriented Twitter account, I use mostly for personal interactions with friends and far-flung family.)
Apparently, I’m not that unusual. While Facebook’s demographic is predominantly college kids (50%) and “young females,” 53% have kids and most of those parents make more than $60K annually. Knowing these demographics is important if you are a business owner debating whether or not to set up a Facebook Fan Page.
Some internet marketers believe there should be no question about it. Susan Payton, Managing Partner of Egg Marketing & Public Relations, an Internet marketing firm, believes, “If you’re a business owner, you really need to set up a Fan Page, or else you risk being left behind as more businesses shift to social networks like Facebook.”
Is Susan right? Well… yes. She also notes that 300 million people are on Facebook — that’s nearly the size of the U.S. population. If you’re a small business owner, of course you want to go where the people are.
But, like any social media marketing techniques, a Facebook Fan Page will only be effective if you do it correctly. That means:
- Knowing where your target demographic and Facebook’s key demographics overlap
- Driving traffic to your Fan Page with integrated social networking tactics
- Providing value to your fans once they reach your page — along with a reason to return
Reaching Facebook Users
Victoria Secret’s PINK fan page is one example of a business building a fan page for a specific brand, rather than for the whole company. If you are a local business with product lines or specific sales that appeal to Facebook’s young female demographic, it might make sense to launch your fan page with that in mind.
Ask yourself: What do you have that Facebook users like?
Driving Traffic to Your Fan Page
We all know the Internet isn’t like the Field of Dreams — just because you build it doesn’t mean they will come. As with a blog, a website or any other Internet marketing efforts, you have to actively promote your fan page. Here are some ways to promote your Facebook Fan Page:
- Send an email to your existing list.
- Reach out to your Facebook contacts on your personal profile with status updates and personal messages.
- Include a link on your website’s home page to your Facebook Fan Page
- Post updates on your other social networks driving people to your Fan Page for unique content and special deals
Provide Value to Your Fans
You can provide value to your fans in a number of ways.
Information/resources – Your fan page can become a top resource for users of the products and services you manufacture or sell. For instance, a local hardware store may offer home improvement tips on their fan page. A Mary Kay representative can run articles about applying makeup for different occasions. Useful content, updated regularly, remains a key to driving traffic anywhere on the Web.
Discounts – Thank your Facebook Fans for their involvement by offering discounts available only on the Fan Page.
Insider knowledge – Use your Facebook Fan Page as a unique way to give your customers a glimpse into the inner workings of your business. People like being the recipients of “exclusive” information, so why not extend that privilege to your Facebook Fans?
Fan Pages a “Must-Have” for Businesses
Facebook has fallen under fire lately for its bulky navigation, invasive (and time-suck) apps, and significant security concerns amongst private users. A Facebook profile may not be the best social media choice for individuals, but a Facebook Fan Page is definitely a “must-have” for businesses.
A few more benefits? Customers don’t have to have their own Facebook profile to become a “Fan,” and fan pages typically rank well in Google searches.
Long Island Exchange on Facebook
No, I didn’t take the suggestion to set up a Fan Page for my daughter, but there is an exciting new Facebook Fan Page you’ll want to join. You may have already guessed… Long Island Exchange now has a Facebook Fan Page, where you’ll find insider knowledge and plenty of resources about the island we all love. Check it out at
http://www.facebook.com/#!/pages/Lindenhurst-New-York-11757/LongIslandExchangecom/114221358613891
