A Facebook Fan page can represent a business, author, musician,
organization, or other specialty group. The goal is to interact with
your fans, attract more fans, supply information about your group or
business, offer a call to action, and of course—to keep the fans you
have.
At times, you may post an update, note, or other event and find you
lose fans. If you notice a handful of ‘un-like’ stats and have hundreds
or thousands of fans, it could just be that momentary attention those
who un-liked your page took to read your post and decide it wasn’t worth
having appear in their news stream. If you lose fans in tens or even a
hundred, then it’s important to take stop all postings until you
understand why they left.
When you prepare to post anything on you fan page, think first about
some considerations: remember a ‘less is more’ policy can be the optimum
method to getting across your message or promotional information, check
to be sure your content is fresh and relevant, don’t make all your
posts about sales, include some personal news, and check to see what
posts are receiving the highest amount of likes and comments—add these
more often.
The fans who liked your Facebook fan page may not come back to visit
often unless they see your postings in their news feed. They’ll interact
within the feed, but if your content is attractive or interesting,
you’ll find more clicks from the posting to your actual page. These
types of responses will bring users to your main fan page and there they
will be exposed to previous information they may not have seen. Your
fan page is not the only page or Facebook user they’re hooked up to.
Facebook fan pages for businesses and groups are not meant to only
increase likes per post or comments, but instead, to gain more ‘page
likes.’ Facebook users rarely search and wander looking for new pages to
like—you have to bring your content and benefits to them. Post
frequency will determine how many new likes you attain, or will affect
how your fans interact with your page. If you posts appear in their news
stream more than five times per day, you risk losing fans that enjoy
the social aspect of Facebook and don’t want to receive Facebook spam,
which I like to call ‘fabam.’ Your profile pic that appears as a small
icon in the news stream will become an annoyance instead of a trigger of
anticipation at your content or newest offer.
Posting once a day, twice a day, or three times a week, is a good
starting point for any size business or organization. When you first
launch your Facebook fan page, go gentle, test the waters, and put out
some early welcoming posts to connect with new fans and offer initial
information on what they can expect from your page. Be very attentive to
these early posts—checking to see how many fans you may scare away or
whether you elicit any comments.
Large business like Starbucks, Wal-Mart, or Life is Good, often post two or three times a day.
They can do this and still keep and even grow their fan base on
Facebook. If your business is medium to small, new or not quite
established, consider postings that offer special coupons, deals, some
kind of benefit, or as mentioned, a personal note to interact with
subscribers. Most users and fans on Facebook enjoy seeing the personal
side of a large or even small business. Posting an employee’s wedding or
the birth of a child can interest your fans as you make a personal
connection.
If you find you have many posts with great content or numerous events
to post, choose which ones are most important and only post those that
will gain the most exposure or call to action from your fans. Posting
content with little importance or offering can clutter your timeline and
the news feed, scaring some fans away. And gauge your level of posts—in
other words, offer information or personal news in between posting a
special event or offer that will excite your fans with a reward for
staying connected to your Facebook page. Be creative—you’ll soon learn
what works and what doesn’t. Stick with what works!
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