April 1st 2012 was the day the entire landscape of how Facebook pages were presented to fans changed. Several months prior personal profile pages switched to what is called a timeline view allowing users to create milestones or life events for things such as engagements, weddings and even those little additions to the family. Many speculated for some time that this change was coming to business pages but what they didn’t see coming was Facebook removing the ability to send a potential new fan to a default landing tab that often prompted the user to click the “like” button to access some sort of exclusive content. Such a small sacrifice for huge benefits.
We can now build and engage a true and genuine fan base
How many likes could you get was the name of the game but seemingly nobody paid attention to the type of fan that was clicking “like”. Let’s go old school for a moment, you wouldn’t send a piece of mail that was meant for athletes to folks over the age of 60 would you? Yet, brands grabbed as many likes as they could regardless of the demographic resulting with lots of fans but no engagement.
To further this think of this example:
Congrats you just got a new fan but that new fan just happens to be my mom and you happen to be an outdoor sporting goods company. Trust me when I tell you that this is not the demographic you are looking for, she never has nor ever will buy any sort of sporting good item but she found your fan page and clicked “like” because you said if she did she might win an iPad.
You may not realize it yet but Facebook has done us all the favor of eliminating the gimmicky landing tab used to gain fans. The type of fan you are looking for is an honest and genuine fan that is using or could potentially be using your product or service.
Deepen the Facebook experience for our fans with technology
Timeline allows you to turn your fans experience on your page from something that was very one dimensional and narrow to an engaging multifaceted experience. To pull it all together it is going to take bit of technology, a proper communication strategy and some paid Facebook ads.
Now that the size of “web apps” (formally known as tabs) moved from the narrow canvas of 520 to the extended canvas of 810, brands can now truly develop a micro site for fans to interact with that will function very much like a regular website.
Social media management systems (SMMS) can provide the technology to make this an easy experience for your social media teams. Gone are the painstaking days of needing a development team to custom code pages by hand. These SMMS technology platforms will now allow a brand manager to create engaging content easily through a drag and drop experience to quickly publish content to their Facebook pages. By creating web apps for fans to interact with they will be able to capture valuable information on the type of fan that is engaging with their page. Capturing such data will allow them to create specific fan segments for them to re-market to later.
Have a proper communication strategy
Facebook has now created a “link to this tab” URL for us to use to direct fans to this custom content.
Utilizing this URL in your communication strategy across all of your social channels and not just Facebook will be key in driving people to that custom content you have created. Proper communication will play a much larger role now in getting fans and potential fans to these pieces of content for them to engage in.
Capture fan data and use it effectively with technology
Some social media management systems will allow you to collect and retain data on your fans through social CRM. Brands will now be able to organize fans and create “segments” based upon the specific data that is collected. Data collection can be gathered through building web apps and having fans engage with them.
Example of a custom sign up web app:
Looking at a simple example of using data like this, picture an automobile dealership that sold both Toyota and Honda cars and they used a social media management system that allowed them to create a web app asking their fans what kind of car they preferred, Honda or Toyota.
By collecting this data, the dealership would now be able to create a fan segment that separated the Honda drivers from the Toyota drivers complete with all of their contact information. Having this segmented data they can now remarket to these fans via Facebook ads and even through specific web apps that cater specifically to each segment. It would make sense to display Honda related content to the Honda fans wouldn’t it?
Facebook continues to evolve and it made a natural progression with timeline for business pages and gave brand managers even more tools for building and developing relationships with fans and potential customers. Collectively we have moved far beyond simply getting a “Like” from a fan and have moved into a world of data, engagement and customer service through social media.
By – Adam Lazzara