Although each Facebook page should be unique to that company, there are a few necessary basic items. An information tab is very important, along with a description of the company, which should offer potential customers further details concerning the business. These are components that are required when creating a brand page, but what about those that are left to the brand to fulfill? While it is not always necessary to entail every potential tab, adding a few extras could be the defining line between social media success and social media failure. These are a few of those “extras” that are a helpful addition:
Photos
It may seem like common sense, however, many companies do not have a profile image. Posting pictures of the employees, events, stores, or anything else to do with the company will help followers to feel more connected, and create a personal experience. Photos are also useful during an event, where a fan might be spotted. It can be likened to seeing a friend on the news, it is an exciting 15 seconds of fame. MAC Cosmetics allows followers to post photos of their makeovers or their large collection of MAC makeup, onto their Facebook page. Because of this, MAC now has thousands of photos of their products being used across the world and the various ways customers use their products.
Shopping On Facebook
For retail stores, this is something that will make the shopping experience more convenient for the customers. With more then 175 million people logging into Facebook everyday, the chances of a customer looking at the Facebook page for a company is much higher then checking a company’s website every day. This could be as simple as sales updates or deals, maybe even the entire stock. A tab can be created on the page allowing viewers to shop on the companies Facebook, much like Express did. There is a “Shop Express” tab, and it links customers to a Facebook application that features the entire store’s stock. Americans are all about convenience, and shopper is more likely to buy something on Facebook than venturing to the website to view items.
Link To The Website
While this may seem like a logical thing to include on everything to do with a company, whether it’s a billboard or business card, it is shocking how many Facebook pages do not include a link to the companies website. A Facebook page is a great way to connect personally with customers, but it can be overwhelming when attempting to put all of the information from a website onto a Facebook page. Orangebrook Golf and Country Club not only has the link to their website in the Info section, but also reposts the website in their posts. When a post references something that is also on their website, such as seeing the layout of the course, they not only have the information, but link back to website, this way fans can see the score card.
Interact Without Commenting
Although all companies hope that followers will “Like” and add comments to posts, there are other ways to encourage followers to interact. This could be a game, donation tab, sign up box, blog, or even an anonymous comment box. This will allow followers to interact with the company, while eliminating pressures to talk on posts. Disney’s Facebook page currently has a Disney Downloads tab. Avid Disney fans have a chance to download computer wallpapers through here. If someone downloads the wallpaper, and their friend asks where they got it from, guaranteed the answer will be, “Disney’s Facebook”, which can lead to more fans and greater interaction.
Events
Whether it is a local or national company, most will hold events. These could be charity events, a special in the store, or an opening of a new branch. If the company creates an event for followers to attend, the followers can then invite their own personal friends to the events. Making a flyer and posting it on the page will help pull followers to the event. Gap does a phenomenal job of keeping their fans informed of the latest in-store or online sales through their Event tab. These events also encourage creative campaigns and sales within the company, given that they are coming up with a new and intriguing sale event every month.
What basic Facebook Feature do you find to be the most helpful?
