Yeah, I’m all alliteration today 😉
Facebook fan pages are all about user experience. Your fans want fabulousness. Trust me they do. People spend on average 88 minutes a day on Facebook (Facebook minutes video via Mashable). The reason your fans come to your page over and over again is that there’s something they want to do or something they enjoy there. It’s not like a static website or blog where they’re simply searching for information. If your fan page engages them, they’ll tell their friends about it, in other words your fan will share the funny / witty photo or your status update.
Lots of Facebook fan pages are ruined simply because they focus too much on selling. Think about this for a moment, do you go onto Facebook to buy something? The truth is that nobody goes onto Facebook with the intention to buy anything. They log in to see their friends, socialise and see what’s new.
What’s on your fan page?
If your Facebook fan page is nothing but a sales letter urging them to “buy now while stocks last” it’s simply not going to resonate with them and that stock will be lasting a long time. People don’t hang out on Facebook with credit card in hand and if you are anything like me, you don’t have your paypal details saved in the Facebook credit system. Stop selling like you are desperate. Stop it. Stop it. Stop it. Stop it.
Creating a fabulous user experience
The key to creating a great user experience is to offer something to do your fan page. Facebook has many different interactive apps such as games, activities, polls, contests, quizzes, personality tests, and more. Use these and make your fan page a place where your fans (and potential customers) spend time.
Updating with fresh content
Your fan page is more than just a company profile, whether it’s on Facebook, LinkedIn or another social platform. Like a blog, you need to keep it needs to be updated with fresh content. This keeps you in your fans’ minds (and timeline) and also gives you the opportunity to interact with them. Your posts can also give your fan page some personality.
Every post you make on Facebook doesn’t have to be mind-blowing or change people’s lives. Trust me, you can’t change the world with every status update. Some of the most popular brands have constant updates that are just funny comments or anecdotes. Sharing links you think they’d be interested in is also an easy way to keep it content fresh.
Keep in mind that the best posts are the ones that get people talking. Ask your fans questions and let them share their opinions. This is also a great way to find out what they want from you in terms of promotions and products.
Being authentic on your page
Be a Real Human Being. People don’t like impersonal fan pages as there is nothing for them to connect to. They want to feel like they’re interacting with a real human being, that someone is there listening. Be real and be yourself. Make sure that there’s a human voice behind your page. When people comment or contact you through the page, always give them a friendly reply. You may think you are being professional when you reply, but imagine yourself in their shoes. Professional can often come across as soulless and disinterested.
This may be time- consuming, but the best way to overcome the time suck is to set aside a portion of each day to do it because it’s essential. 20 minutes is all it takes, and you train your fans when you expect interaction. When you are updating at mid-day, every day, you are training your fans to go to your page and interact at that time (think Social Media Examiner Fridays, where they have an expert on their page answering questions) – if it gets busy, fans will want to get in on the conversation. Nobody likes to feel left out.
One of the main goals of social media is branding, and interaction lets your customers know that you’re a real person.
One of the best ways to improve your fan page is to look at other pages for ideas. These pages don’t have to be in your niche at all. Look for any page that has lots of fans and interactivity going on. Read their posts and observe how they keep their fans engaged.
Then try these ideas out on your own fans and see what happens. The whole idea is to create a place where your fans and potential customers want to hang out and get to know you better, and when they do, they’ll buy.