Now that we know how valuable Facebook is as platform for our customers to engage with us, let’s talk about how to manage those Facebook pages. Are you ignoring your page? eConsultancy has some thoughts for you:
A Facebook page is a commitment that local brands with 50 000+ fans often forget they have. Some forget that store, and many don’t even publish news on it. Does this mean they have changed their social media agency, or that their budget ran out?
It can be like walking in an empty store. You open the page, and the last news is coming from December 2009, more than a year ago. This is not a good sign for companies. Companies should take their fans seriously, if there are 5 000, 50 000, or 5m. They should take care of their community on Facebook.
We can see the level of commitment if we look at the top brands on Facebook, who by now are all managing their Facebook pages and branding them, except for Converse, which doesn’t even have a Facebook landing page.
The top brands on Facebook are really taking care of their pages. Four of the 10 have already upgraded to the new Facebook page layout (Red Bull, Disney, and Starbucks, Victoria Secret), which was rolled out on Thursday night, a great sign that some companies can really be flexible on social media. The dynamic approach is the right approach when it comes to marketing on Facebook.
The new Facebook page layout makes it much easier to engage with fans since you now have notifications and the layout resembles profile pages, which hopefully reminds fans that company pages have faces – and personalities – behind them. So act like it.