Enhance Your Brand: Create a Facebook Page

by Pam Dyer

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Enhance Your Brand: Create a Facebook Page

A large and growing number of some of the most valuable demographic groups are devoting more of their attention to Facebook versus other media channels. With 300 million active users and counting (plus 500,000 new users every day), Facebook is no longer just a virtual community for college students to share photos and news with their friends. Adults and professionals from around the globe have embraced the platform, including 90 million in the U.S.

This has businesses large and small asking themselves: Will Facebook really help my business? Does my company need a Facebook Page?

Why is Facebook Important to Marketers?

Facebook offers a unique marketing opportunity for businesses. More and more people are migrating to social networks, and that’s where they’re choosing to research companies, products, and services. Marketing on Facebook has a viral effect, as it does on most social media sites.

Microsoft’s recent partnership with Facebook to integrate Facebook updates with Bing paves the way for more real-time search results. Google likely will do the same with Facebook in the near future. So having an understanding of Facebook can open up new ways for marketers to reach out to their audiences and brand themselves.

Consider some of the benefits of using Facebook as a business branding tool:

  • Customer acquisition: As people become fans of a company’s Facebook page or post comments on it, they get a notice posted on the wall of their own page — where their networks see it. This increases visibility, and the viral aspect often leads to new fans. Facebook pages can also be linked to other social networking sites, increasing a brand’s reach.
  • Customer interaction: Facebook provides a forum for dialogue between a brand and its customers. This enables companies to build better relationships and to demonstrate to their customers that they care about what they think.
  • Reputation management: Direct contact with customers via comments and feedback helps companies gain a deeper understanding of  how their brand is perceived online and offers an avenue for brand enhancement and, if need be, damage control.
  • Traffic generation: As traffic increases on a company’s Facebook fan page, traffic to the its Web site increases, too. Facebook Pages also appear in search results.
  • Targeted advertising: Facebook ads enable businesses to advertise an event, a Web site, a product – any content, really. Companies can target the reach of their ads by gender, age, interests, and location. With custom filters, Facebook automatically updates the count of people who fit the criteria and gauges the size of the target market on Facebook.
  • Increased exposure: An important reason to invest time in creating an engaging page is that all the activity of your fans (from becoming a fan to posting a comment) is shared with a greater network.
  • Branding: In addition to a company’s Web site, a good Facebook Page can create brand awareness for new audiences and reinforce it for current customers by sharing valuable information with its fans and emphasizing the company’s position in its industry. Developing and nurturing an active community enhances a brand.
  • It’s free: What’s not to like about using a new, viral channel for customer interaction without paying a cent?

Here are some brands that have embraced the Facebook Pages platform and successfully leveraged it to engage their audiences and create a real community for their fans:

Coca-Cola (4 million  fans)

Starbucks (5 million fans)

Pizza Hut (1 million fans)

Sears (148,000 fans)

Best Buy (1 million fans)

Walmart (55,000 fans)

Nutella (3.3 million fans)

Pringles (2.8 million fans)

9 Things to Think About As You Create a Facebook Presence For Your Business:

  1. Start with a strategy: Just like any kind of marketing, having a solid strategy in hand from the beginning is key. What is your message? Who are you targeting? What’s in it for them? How will you reach them?
  2. Be creative: You need to have a strong creative execution. What is exciting or interesting to your customers/friends/fans? How does your page content add value? Creative execution includes sharing photos and videos, running contests and promotions, having lively conversations with members, and doing things that are just plain interesting that will keep your fans coming back.
  3. Engage with your fans: Many businesses create a fan page, invite people to join, and then seemingly forget that the page exists. Active fan engagement is the key to an effective Facebook presence. Have a content plan in hand that’s engaging and germane to your target audience. What will you post? When will you post it? How will you inspire your fans to participate? Don’t just create a page – create an engagement plan.
  4. Communicate consistently and frequently: The most successful and fruitful social media campaigns promote a strong message that is repeated often and is consistent in voice and tone. This increases brand awareness and sales potential by keeping your brand messaging top of mind with your target audience.
  5. Own your fan page: Some company fan pages are created and managed by an actual fan instead of the company. Fans expect company pages to be run by the company itself, and they want the company to play an active role. Issues around having a fan own a company’s page might not immediately present themselves, but not having control of a brand’s messaging might cause problems down the road – even if the owner is the company’s biggest fan.
  6. Monitor discussions: It looks pretty bad when a business is inactive and doesn’t respond to its fans. It’s important to monitor your fan page for activity and respond to relevant questions and comments. It’s a good idea to have someone who is dedicated to this effort and empowered to engage on behalf of the company.
  7. Pay attention to analytics: Facebook fan pages offer analytics and insights, so you can learn how engaging your page is. These great tools will help you understand what is and isn’t effective, aiding you in your efforts to constantly improve and refine your page.
  8. Don’t focus on the number of followers/friends/fans: Many businesses focus on the number of fans they have. This measure lacks relevance, since it’s not difficult to get followers or fans. These numbers shouldn’t be used as a key metric – what matters is how you engage your followers. A balanced approach measures what’s really important based on your strategy.
  9. Be transparent and honest: The importance of establishing integrity, honesty, and transparency up front cannot be overstated. Once credibility is lost, it’s very difficult to get it back.

The Takeaway

Facebook has quickly morphed from a fad into a highly effective business tool. If you have the time to devote to building and using social media for marketing, Facebook may have potential for your company. It can be a powerful avenue for establishing and enhancing a strong online brand identity.

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  • Justin L

    From experience, I know that people are only going to care about something if it is relevant to their lives.

    For mega-brands, creating a facebook page will get people on it automatcially, but for any smaller size brand looking to grow, it is an uphill battle. People who have seen the brand in real life will be far more willing to join the facebook page rather then ones who do not know what the brand represents.
    .-= ´s last blog ..How Mozilla creates its revenue. =-.

  • http://www.ryanhanley.com/about Ryan Hanley

    Pam,
    I find the challenge to be differentiating your Fan Page from your Website. I have a hard time adding value through Facebook that I didn’t already add on the Website. Or does that matter?

    Thanks,

    Ryan

    • Pam Dyer

      Hi Ryan,

      Thanks for commenting!

      The idea behind creating a Facebook Page, or a presence on any of a number of other sites, is to ensure that your target audience has the tools they need to engage and take action. It’s about having satellite profiles in the different places where they spend their time, making it easier for them to find you and enabling you to reach out to them and interact. Social media offers a way to repeat your message often, which reinforces your brand identity — even if the content somewhat mirrors what’s on your Web site.

      Hope this helps,

      Pam

      • Royden

        Hi Pam,

        Great post thanks. A spin-off a web page linked to a FB fanpage as I understand it is the increased relevancy in Google searches based on searched keywords contained in your webpage.

        I’d love your thoughts.

        Regards,

        Royden

  • http://www.ryanhanley.com Ryan Hanley

    Pam,
    I find the challenge to be differentiating your Fan Page from your Website. I have a hard time adding value through Facebook that I didn’t already add on the Website. Or does that matter?

    Thanks,

    Ryan

    • Pam Dyer

      Hi Ryan,

      Thanks for commenting!

      The idea behind creating a Facebook Page, or a presence on any of a number of other sites, is to ensure that your target audience has the tools they need to engage and take action. It’s about having satellite profiles in the different places where they spend their time, making it easier for them to find you and enabling you to reach out to them and interact. Social media offers a way to repeat your message often, which reinforces your brand identity — even if the content somewhat mirrors what’s on your Web site.

      Hope this helps,

      Pam

      • Royden

        Hi Pam,

        Great post thanks. A spin-off a web page linked to a FB fanpage as I understand it is the increased relevancy in Google searches based on searched keywords contained in your webpage.

        I’d love your thoughts.

        Regards,

        Royden

  • http://earthtoblog.com/ Justin L

    From experience, I know that people are only going to care about something if it is relevant to their lives.

    For mega-brands, creating a facebook page will get people on it automatcially, but for any smaller size brand looking to grow, it is an uphill battle. People who have seen the brand in real life will be far more willing to join the facebook page rather then ones who do not know what the brand represents.
    .-= ´s last blog ..How Mozilla creates its revenue. =-.

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  • http://www.superiorpromos.com/ Promotional Products

    You make some great points here, thanks for sharing. Brand awareness and transparency is an extremely important factor in marketing nowadays, and Facebook is a great way of doing this. I think that FB also allows you to get one step closer to the all important customer interaction and will let you receive and respond to feedback in a quicker and more efficient way.

  • http://www.superiorpromos.com Promotional Products

    You make some great points here, thanks for sharing. Brand awareness and transparency is an extremely important factor in marketing nowadays, and Facebook is a great way of doing this. I think that FB also allows you to get one step closer to the all important customer interaction and will let you receive and respond to feedback in a quicker and more efficient way.

  • http://www.centrestageband.net/ adrew

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  • http://www.centrestageband.net adrew

    very nice post keep up the good work.Rochester Wedding bands

  • http://www.errorsupport.org/blog/General+Error.html General Error

    If you can’t find the time to create your own Facebook page, I recommend outsourcing. Sites like Elance are great for finding designers.

  • http://www.errorsupport.org/blog/General+Error.html General Error

    If you can’t find the time to create your own Facebook page, I recommend outsourcing. Sites like Elance are great for finding designers.

  • http://www.globalpowerservices.us/ Joseph Professori

    I thought the article was very good. GPS recently hired Norman Wright and Dimension X out of Jeannnette PA to handle our social media and website needs. What Norman told a few weeks ago is almost word for word with the article. We have found our social presence to be booming and due to a well thought out plan and commitment to our company, reputation, values and customers, we are seeing the benefits throughout the world. Today, on Thanksgiving Day (workaholic), we got a very nice opportunity in Asia, Africa and UK to perform our services. With our the social media strategy, Norm Wright and Dimenison X, I dont think it would have ever been possible.

    • Pam Dyer

      I’m glad to hear you’ve had such good results, Joseph. Happy Thanksgiving!

  • http://www.globalpowerservices.us Joseph Professori

    I thought the article was very good. GPS recently hired Norman Wright and Dimension X out of Jeannnette PA to handle our social media and website needs. What Norman told a few weeks ago is almost word for word with the article. We have found our social presence to be booming and due to a well thought out plan and commitment to our company, reputation, values and customers, we are seeing the benefits throughout the world. Today, on Thanksgiving Day (workaholic), we got a very nice opportunity in Asia, Africa and UK to perform our services. With our the social media strategy, Norm Wright and Dimenison X, I dont think it would have ever been possible.

    • Pam Dyer

      I’m glad to hear you’ve had such good results, Joseph. Happy Thanksgiving!

  • http://www.yodiamondteam.com/ Yoli

    Thanks for this post ! We will definitely benefit from these informations.

  • http://www.yodiamondteam.com/ Yoli

    Thanks for this post ! We will definitely benefit from these informations.

  • http://whatawebsite.org Will McCulloch

    Hi Pam,

    It’s my first time here ( I found you through BlogEngage.com) and yes,FB pages are great for all the reasons you mention above. I created mine a few months ago and have definitely found it useful in building contacts/traffic – but it’s always a question of time isn’t it? What to prioritise?!?! At the moment I’m looking at probably spending more time with Google Friend Connect – but must get round to actively promoting in FB too soon !

    If only there were more hours in the day …

    Cheers

    Will
    .-= ´s last blog ..fmsseo.com =-.

    • Pam Dyer

      Hi Will,

      Thanks for reading and commenting! It’s true, there aren’t enough hours in the day — it’s a challenge. Glad you’ve had some good results with FB.

  • http://whatawebsite.org/ Will McCulloch

    Hi Pam,

    It’s my first time here ( I found you through BlogEngage.com) and yes,FB pages are great for all the reasons you mention above. I created mine a few months ago and have definitely found it useful in building contacts/traffic – but it’s always a question of time isn’t it? What to prioritise?!?! At the moment I’m looking at probably spending more time with Google Friend Connect – but must get round to actively promoting in FB too soon !

    If only there were more hours in the day …

    Cheers

    Will
    .-= ´s last blog ..fmsseo.com =-.

    • Pam Dyer

      Hi Will,

      Thanks for reading and commenting! It’s true, there aren’t enough hours in the day — it’s a challenge. Glad you’ve had some good results with FB.

  • http://getfacebookfont.com/ Josiah@facebook font

    Thanks for the links to those fan pages, it interesting to see how these big comanies are handling social sites.

  • http://getfacebookfont.com Josiah@facebook font

    Thanks for the links to those fan pages, it interesting to see how these big comanies are handling social sites.

  • http://ileane.wordpress.com/ ileane

    Hi Pam,

    I wanted to let you know that you have a very nice looking blog, that makes it easier to use without a lot of clutter.

    Do you know if Facebook has a “verified” feature similar to what Twitter has? If not, then it’s easy to see how an individual can take over your Facebook presence. This could be a reason why some small and medium sized businesses shy away from Facebook in the first place. They don’t find it credible.

    Thanks for the post.
    @Ileane
    .-= ´s last blog ..Blog Engage Activity for Ms. Ileane Speaks in November =-.

    • Pam Dyer

      Hi Ileane,

      Thanks for reading and commenting! I appreciate your feedback about the look and feel of my blog. I’m obviously not a design genius, but so far so good.

      Re: your question about Facebook: To my knowledge, FB doesn’t have a verified account feature. Companies have encountered the same issues as they have on Twitter, that is squatting on brand names. I think Facebook really needs to work on this issue so that more businesses feel comfortable putting in the effort to create their own pages.

      Pam

  • http://ileane.wordpress.com ileane

    Hi Pam,

    I wanted to let you know that you have a very nice looking blog, that makes it easier to use without a lot of clutter.

    Do you know if Facebook has a “verified” feature similar to what Twitter has? If not, then it’s easy to see how an individual can take over your Facebook presence. This could be a reason why some small and medium sized businesses shy away from Facebook in the first place. They don’t find it credible.

    Thanks for the post.
    @Ileane
    .-= ´s last blog ..Blog Engage Activity for Ms. Ileane Speaks in November =-.

    • Pam Dyer

      Hi Ileane,

      Thanks for reading and commenting! I appreciate your feedback about the look and feel of my blog. I’m obviously not a design genius, but so far so good.

      Re: your question about Facebook: To my knowledge, FB doesn’t have a verified account feature. Companies have encountered the same issues as they have on Twitter, that is squatting on brand names. I think Facebook really needs to work on this issue so that more businesses feel comfortable putting in the effort to create their own pages.

      Pam

  • http://awebslife.tumblr.com/ Kyle Webs

    And businesses should also search themselves on Facebook, pages and groups, I’ve seen some groups that employees create, but the business and management doesn’t know about because they created it on their own. Then the employees go in there and say stupid things that they shouldn’t be saying.

    I’ve seen that a lot…especially with restaurants….and because of what I found on some of those, I wont ever go there again. I wonder how many other potential customers they’ve lost….
    .-= ´s last blog ..Listen and Save Lives =-.

  • http://awebslife.tumblr.com Kyle Webs

    And businesses should also search themselves on Facebook, pages and groups, I’ve seen some groups that employees create, but the business and management doesn’t know about because they created it on their own. Then the employees go in there and say stupid things that they shouldn’t be saying.

    I’ve seen that a lot…especially with restaurants….and because of what I found on some of those, I wont ever go there again. I wonder how many other potential customers they’ve lost….
    .-= ´s last blog ..Listen and Save Lives =-.

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  • http://www.acquirent.com/ Outsourcing Sales Company

    Social networking is a great way to expand the reach of your business/site and also improve your brand as mentioned here. I would sign up for as many as possible and try to be active on all of them.

  • http://www.acquirent.com/ Outsourcing Sales Company

    Social networking is a great way to expand the reach of your business/site and also improve your brand as mentioned here. I would sign up for as many as possible and try to be active on all of them.

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