In this series, we take an in-depth look at the points, tips and recommendations from the recent Creating Destination Engagement with Facebook presentation.
If you would like to view the full presentation, you can check it out on Slideshare, or head to the bottom of the page.
In Part One, we take a look at Facebook basics... Six tips to build a solid Facebook marketing foundation.
1. Find the best name for your Facebook page... and don't change it.
Before you jump head first into the shallow end of the Facebook pool, take 30 minutes and a few co-workers to brainstorm the correct name for your Facebook Fan page.
The answer might be obvious, but you can ensure the correct name for your page.
Oh, and don't change it! Sure, you can, but for the sake of your fans, SEO value and your reputation, we would highly recommend against it.
Actually, forget what we said. You can't change it, the name is forever.
2. Create a custom URL.
Facebook allows you to avoid the difficult to understand fan page URL string, by using a custom name.
Again, why that name is so important. "fanpage191280920909" just does not sound as good as "travelnewzealand".
3. Find someone who knows what FBML is.
All of those cool features on the Nike or Red Bull site are not typical add-ons, you are looking at custom FBML...or Facebook Markup Language...like HTML.
While FBML is not difficult for the average programmer, i is tough for your communications manager, social media associate or intern to grasp quickly.
4. Create a custom landing page.
Guess what runs the custom landing page? Yep, FBML.
While you can use FBML to create a rather dynamic landing page, you can also create a simple one in about ten minutes.
Basic image, plus some Photoshop work...add in a link...and post. One Facebook Welcome page.
5. Keep your welcome page short and sweet.
Don't make the welcome page difficult on the user. Keep it basic.
Tell them why you are on Facebook and why it would be beneficial for them to follow you. Done.
6. Engage the visitor.
Okay, you got them to click the Like button, now what?
Why should they return to your page in the future? Do you post regular (and Lord help you, exclusive) content?
How about a daily deal? Seriously, these people have hundreds of other companies to Like, so why should they come back to your page?
Here's the presentation:
Part Two focuses on communication...