According to a report published this week, there are serious financial benefits to implementing campaigns which recruit fans or require users to install applications on Facebook...
According to a report published this week [1], there are serious financial benefits to implementing campaigns which recruit fans or require users to install applications on Facebook, as opposed to directing traffic to external sites. With this in mind, Golley Engage has compiled a list of dos and don’ts for customising tabs using iFrames, social plugins, and geotargeting.
A company that invests in building the right content on its Facebook Page is more likely to increase Fans and achieve a lift in customer engagement, but it is important that this serves a communications objective.
1. Make specific targets
Whilst most brands are looking to grow the fan base on their Page, that in itself should not be your objective. Companies should look to deliver a key message or to promote a video or campaign through a particular tab; and by doing so will successfully secure fans along the way. By integrating YouTube or your website into a tab, you can seek to improve your customer’s familiarity with your product range or organisation; helping you to deliver against traditional business objectives.
2. Have a clear tab strategy
By implementing a clear strategy around tabs, companies can create a simple consumer journey for its customers. Companies should look to inform and entertain customers, and to separate out these paths. Take advantage of events tabs to publicise calendar hooks, and ensure info tabs are up-to-date.
Tabs should complement one another, it should be clear to a user where the information they are seeking is housed and campaign tabs should not be abandoned or left unpopulated.
If you are looking to hold a dialogue with your customers, do not over complicate things; instead, focus on keeping the wall engaging and fresh.
3. Incentivise
Whilst valuable content and a thriving community are important to the survival of any business in a social environment, it is still important to consider the consumer journey and to offer an incentive to drive consumers to the page from an external source. The more signposts you put in place, and the more you reward customers for engaging with your business through the platform, the more your community will grow.
4. Attract, reward, share
Once you’ve determined your strategy, it’s time to build great content. The best tabs are the ones that encourage repeat use and expose customers to a specific product or service. Try to consider how your customer uses the platform, and the sort of information they might choose to share; according to a recent report for instance, video will soon account for 90% of all online traffic [2].
5. Audience
The most important factor in any social media programme is the audience. Identifying your target consumer and building content that they can enjoy is imperative to the success for the page. Remember, you are talking directly to your consumer, not through the media or a third party, so make it count. Above all, make it relevant.
[1] http://clearslide.com/view/mail?iID=V8YFCRBY2JCCKGKSFMAK
[2] http://www.business2community.com/content-marketing/video-soon-to-be-90-of-online-traffic-0117979
Lindsey Reaney
Account Manager, Golley Engage
January 18th, 2012
