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Facebook Fan Page Tips for Experiment
Facebook Fan Page Tips for Experiments
How Networked Nonprofits Use Facebook
Think of a Facebook Fan Page as a mini-web site in Facebook. It gives your nonprofit friendly url. People can find you via google, and there's no limit to the number of people who can tell you how passionate they are about your organization. And, what's even better, it doesn't take all that much time and effort to have
a powerful Facebook Fan Page
Step 1: Set Up and Capacity
Name and URL:
In a couple of clicks and seconds, you
can set up a Fan Page
. But think carefully about what you want to name it before your create it because you can't change it. Keep your page name short and accurate. You will also get the opportunity to create a custom url or what Facebook calls a username. Think carefully about that too because it can't be changed. More
Fan Page Administrators:
You can add an unlimited number of administrators on Fan Page, so why go it alone? By sharing the workload, you'll be able to do more. Here's
about how to manage your Facebook Fan Page. But be careful, don't make any of these
common admin mistakes
for the right skills and attitude for a Facebook community manager.
Use the Most Open Settings:
Allow your Fan Page settings to be open as possible to encourage participation. Here's
. Here's a
4 minute video
that shows you the step-by-step set up for Fan Pages.
Step 2: Look and Feel
What is the basic information and look/feel for your Fan Page?
The default welcome page for your Facebook Fan Page is your wall. But why welcome people with wall when you can have a more inviting welcome mat. The easiest thing to do set the default welcome to your information page. Make the information tab complete, accurate, and honest. But, if you want a customized look and feel,
there are tools
that allow you design an attention getting landing page on Facebook. If you know a little html,
Facebook mark up language
and some design skills, you can create
a good welcome page
a simple tutorial
. Here's a whole
wiki on custom landing tabs
. Here are four approaches for a
custom landing tab
Designing Out of The Box:
Face it, the Facebook Fan Page layout gets boring. Why look like everyone else? There are also some simple and easy ways to hack the look and feel of your profile. Here's
some suggestions from All Facebook
Need Some Inspiration?
California State Parks
Lance Armstrong Foundation
Red Cross Fan Page
Step 3: Listening
Find Out Where Your Fans Hang Out on Facebook:
Identify Fan Pages that attract a similar target audience and use
tools to find other likely pages that they have joined.
Are people already talking about your issue?
Review these pages and learn what people are saying and how they are engaging. Use this information to shape your content strategy.
Step 4: Content Strategy
Engaging Nuggets Work Best
The more interactive your content is the better results you'll see. The worst thing you can do with a page is dump an RSS feed into the Fan Page, people get bored with that and they don't engage or share with their friends. It doesn't take a lot of time and effort to share links, photos, videos, or write a wall post that asks a question.
Link to other Content:
This is the
to a popular fan page - quality, compelling and small bites of content. There are also some
good search engine optimization benefits
as well. Here are some
for finding good content to share.
You can automate a well chosen feed, but you can't just let it stream and not visit the Fan Page. Think about what content your Fans on Facebook will most want to consume in small bites.
Social media consultant
points out the importance of the Facebook feed. They won't visit your page,but they may see your news in their news feed. Getting people to
or comment on your Facebook content improves the chances that more people will see it in their feed, an algorithm referred to as “EdgeRank.”
TechCrunch goes into more detail about Facebook’s EdgeRank here
Step 5: Engagement Strategy
Four Simple Ways To Engage With Your Fans:
Ask their opinion, test their knowledge, pair promotions w/content, and say thank you. Here's some
examples and tips
Engagement: Play Tag With Your Friends
One of the most engaging and viral ways to share content is to post photos and tag people. Now, you can only tag people who are your friends - and that's why it is useful to have a multiple administrators for your page. The best way to get photos and videos of your fans is through hosting events. For example, one organization took photos of people at offline event of people holding a sign with their message and then uploaded the photos into their Facebook Fan Page. This is not a new technique, it's called the "
hold a sign meme
." Here are
five easy and simple ways to engage
your Facebook Fans.
Some organization have fun contests or "friend get a friend" campaign for the initial recruitment and engagement. See how the
California Parks Campaign
recruited new members and caught the attention of the mainstream media. Santa Clara Public Health Department
gave away t-shirts to the first couple hundred fans.
Add Facebook Apps:
There are many
that you can add to your Fan Page. Experiment with some that encourage engagement like
a polls app
Step 7: Promoting Your Fan Page
Use Badges and Fan Box Widgets To
Promote Your Page
Outside of Facebook
If you're a page administrator, you'll notice a "add the Fan Box Widget" link. This allows you to create a customized badge on your web site or blog that promotes your Facebook Fan Page. This is a highly effective way to recruit more fans. More from the
Fan Box wiki
. Here's a few more
ways to integrate
"Share on Facebook" with other channels.
Use Suggest To Friends Link
The "Suggest to Friends" link is probably the single best way to recruit new people to your nonprofit's Facebook Fan Page. You and other administrators can do this, but you can also invite your fans to help.
Use of Contests/Raffles:
This is somewhat of a blurry area, so be sure to read Facebook's
. You need written permission from Facebook and spending a significant amount on ads per month. See these
for more explanation.
Don't Forget promoting it offline with window clings or adding to your flyers
. Here's a
you can use. Encourage people to "like" your page by sending a text 32665 short code.
21 Creative Ways to Promote Your Facebook Page
Step 8: Measure, Reflect, and Refine
Use Insight to Get Insight
The Facebook Fan Page comes with a metrics tool called Insight which measure engagement. At the very least, it can help you figure out what content is most engaging to your fans.
Total Fans / Unsubscribers:
Total number of fans over time, overlaid with the total number of fans who have chosen to hide your posts in their News Feed (unsubscribers).
New / Removed Fans:
The number of people who have become a new fan of your Page or stopped being a fan of your Page.
Total number of times a Page was viewed per day.
Total photo views, audio plays, and video plays for the content you have uploaded to your Page.
Unsubscribes / Re-subscribes:
The total number of times fans unsubscribed from your Page, and the total number of times fans re-subscribed to your Page.
You can also use google analytics to track your fan page. Here's the
Nonprofits on Facebook
Facebook Pages FAQ
Why You Need to have a Strategy before you make a Facebook Fan Page NOW!
Pages, Groups, and Causes: How are they different?
How To Create A Powerful And Engaging Facebook Page
How To Develop A Facebook Page That Attracts Millions of Fans
So You Want a Facebook Fan Page?
Facebook Fan Pages and SEO Tips
A few good research studies about Facebook Audience to review to inform your experiment
What Facebook Users Want
(a mix of community and news) from Chitka
Loyalty of Facebook Users
Facebook As A Niche Marketing Tool
Analysis of Content, Frequency of Posting on Facebook Fan Pages
(some good points for your content strategy)
Facebook Fan Page Engagement Rate
help on how to format text
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