How to define a Facebook page and make it work

Social media is not about just about presence but also about conversations and showing mutual value. Facebook pages, as with every marketing tactic, need a model and strategy definition.

Sometimes we create pages as a simple or secondary branch of our marketing strategy and forget that Facebook should be a strategic channel because conversations and customer reactions will take place there.

Facebook is probably the most interactive marketing channel available and a great marketing intelligence database full of insights and personal information. Here is a model I was using in Europe to define and create successful Facebook pages called the C+C+A model. 

1. Composition 

While Facebook pages are less customisable than a microsite, they are getting more flexible with every revision. Following the last time Facebook changed its format, the social network allow us to include six visible tabs, including wall and info by default. More tabs can be added but you have to scroll the see them.

Prioritise what content you want to place here are they are your visitor’s first impression. I recommend including some customised tabs such us a welcome or landing tab (don’t forget to tell users why they should be a fan of your page), YouTube or Twitter channels, reviews or a game application.



Take advantage of the profile picture and use this space to make your brand look more human and social. Don’t just put your logo. Try to include a positive message or convert this space into fan recognition e.g. Healthy Choice. Following further revision, Facebook now has five features photos across the top of pages. Use this space to gain design coherence and include all logos in a brand's portfolio e.g. Microsoft.

2. Content
Create a content calendar including categories like the type of content, goal, example, source, relevancy, frequency, timeline, type of posting (automated or manual), percentage of the total content and some notes. 


Diversify the subjects you are going to talk about (in order to reach larger audiences), aim to be a conversationalist brand and define a moderation policy and a response protocol. 



3. Activation
Only a very few branded Facebook pages go viral with concerted marketing efforts. There is no magic formula, just hard work and the right strategy.

In order to get fans, increase the engagement rate and ultimately achieve maximum organic reach, community managers should follow an activation plan. Here are a few guidelines.

• Interact with your fans not only on your page, but also outside in other communities. Facebook allows you to interact as a 'page' rather than an 'individual'. Comment, share and like other pages and profiles in order to start building relationships.
• Add pages with similar interests as favourites.
• Identify administrators of groups with a similar audience and propose a collaboration.
• Tag interesting content from another user or page using @. You will appear on their wall automatically. Photos also work but don't abuse it.  
• Define a welcome message to welcome every new fan and invite them to participate on your page.
• Invest some budget on Facebook ads. It can help promote the page at the beginning. Define a USP and include an incentive for your ad.
• Propose monthly polls to your fans. People usually welcome this practice.
• Launch a contest based on the number of likes or reactions offering valuable incentives relevant to your audience. 
• Develop a creative and 'easy to forward' app that gets fans and their friends involved. The app for HPB Singapore 'Let’s healthy together' is a good example. Users can customise their profile picture by including a healthy habit.

Succeeding in social media is usually about the smaller details which together can make a difference.