For many companies, a Facebook fan page is an integral part of their social media campaign. But what elements help fan pages build up large followings and what can brands do to emulate the success of others? Here is a list of elements that can help boost you toward having a larger and more engaged "fan base" on Facebook:
1. Network with Other Platforms
Facebook works best when combined and linked with other networking websites and your website. Offering links to Facebook and sending traffic to your Facebook page--and vice versa--will help you build your fan following.
2. Create a Resource
Use some of your pages as connection hubs, and others to offer targeted information to your consumers. Information can be used to add value and have consumers create a connection with your brand and company.
Offering a resource page allows you to target a new demographic, outside of those that already know and love your business, as well as to strengthen the relationships with your existing consumers.
3. Create Contests with Consumer Participation
If you want your fan pages to have added value (a reason for users to join the page, aside from brand loyalty), but don't want to become a resource portal, offering contests and coupons exclusively to Facebook users can entice potential consumers to join.
Some examples of things to offer: coupons, free shipping, weekly deals.
4. Target the Proper Demographic
Sometimes no matter what you do, your Facebook page won't grow or gather fans. This could simply be a side effect of Facebook's demographic. There are some types of brands that simply will not have a strong presence on Facebook, and don't necessarily need to. Understanding the demographic present can help you decide if Facebook is worth it for your business and will help you in the long run.
Facebook's demographic consists largely of young females, users with kids, and a majority have over a $60k yearly salary. Over 50% are college kids (if you've seen "The Social Network," this is an obvious assumption). The demographics that make up Facebook are changing quickly, as more moms have begun to join and the college market has become saturated--so be sure to keep checking up on these changes over time. As Facebook evolves, your campaigns may need to be adjusted for maximum effect and success.
5. Have Patience
Creating a Facebook fan page is simple, but getting it to work well takes time, dedication, and some wise planning. Don't expect to create a page and have a huge following instantaneously. If you build quality content, make it easy to share, and let people know about it, then over time your Facebook community will grow.