Love it or hate it, Facebook is currently the powerhouse of the social media networks. With over 800 million users worldwide and a reported 500 million active users per day, one thing is certain ~ your customers are most likely on Facebook.
The million dollar question then is why do so many companies find it difficult to use Facebook for business successfully?
We all know the old adage “build it and they will come” has never really applied, yet many blindly hope that if they have a Facebook Business Page, fans will miraculously appear become loyal brand advocates and purchase their products/services. Once they find this isn’t the case, they lose interest and leave the page unattended when it gets all too hard and time consuming. There’s nothing sadder in social media than a desolate, forgotten Facebook Page. It has the same repelling effect as a shabby shop front and leads to brand apathy and damage.
Even though Facebook is reported to reach over a billion users by the end of 2012, it’s only going to get more difficult for businesses to connect with prospects especially as the big brands jockey for the competitive advantage, users’ tastes change, the demographics shift and the Facebook phenomenon continues to advance.
I personally believe Facebook Pages out of the BIG 4 social networks ~ Facebook, Twitter, LinkedIn & now Google + is the most difficult to connect with and grow a thriving group of brand advocates. The network is in a constant state of flux, responding to real-time user patterns, demands and trends. People have learnt to tune out excessive noise and clutter and expect something in return for their loyalty which makes it all the more difficult to connect with them as a brand. Yet, Facebook still provides significant opportunities to connect and communicate with key audiences especially as this audience base continues to grow. It is therefore well worth your time and effort.
So, how do YOU as a business owner or brand marketer stay ahead of all that noise, clutter, change and most importantly connect with those much needed prospects on Facebook?
Simple…. Take your Facebook Business Page seriously. It’s now the opportune time to step it up, or …. Dare I say it, get out!
The first step in taking Facebook marketing seriously is the presentation of a well branded Facebook Page.
Presentation IS an important part in social media marketing even though we give credence more to the social side. Wowing your audience with a great first impression is vital, yet Facebook Pages offer little room to stand out visually to make a memorable impression. That’s why it’s best to leverage every opportunity to deliver a unique brand wherever possible.
The three valuable branding opportunities available on Facebook Pages include:
1. A Landing Page (commonly referred to as a Welcome Page) should be a welcoming branded experience to new visitors. It is a perfect opportunity to introduce yourself, communicate what the page is all about and point the user in the right direction (i.e. Like our page or sign up to our newsletter). Statistics show that visitors are more likely to convert to fans (click LIKE) with a Page that has a customised Landing Page than on a Page without.
2. Similarly, a Facebook Page Profile Picture offers great branding exposure. The profile picture should be a maximum of 180px wide to ensure the thumbnail fits, but height can vary to a maximum of 540px. Again this is valuable marketing real estate and could include brand logo, contact details and what you do.
3. The third branding opportunity is the Photostrip which offers a chance to extend the visual branding with five pictures to the right of a Pages Profile Picture. Images of any dimension can be uploaded, but to maximise and ensure picture is centred best option is 97w x 68 h pixels (aspect ratio: 1.43:1 –width/height). Use the top photo strip of your Facebook page in a creative way. Spell out a word for a particular campaign, make a cartoon by connecting the images, or show unique headshots of employees. Great examples of creative branding can be seen at Hyperarts.
These three branding opportunities are important to the success of your Facebook Page so get the fundamentals right in the first instance and then focus on conversion. Hire a graphic designer or digital marketing company, or if budget is limited, read up on how to do it yourself.
Don’t give up. No matter what – at this current time Facebook Business Pages are still the most influential tools in a social media marketing plan.
Until next time….. 
Tania is a social media consultant, presenter and trainer. Originally from “The Alice”, she now happily calls Australia’s famous wine community ~ the Barossa Valley home. Her joys in life include great wine & food, Formula 1; a heartfelt laugh with friends and of course the social web. Favourite Quote: “Choose a job you love, and you will never have to work a day in your life" ~ Confucius
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Photos are a big part of the Facebook experience so make sure that you uploads lots of photos often and make an effort to include comments with a call to action under each photo