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04.23.10 Creating An Optimized Facebook Fan Page Strategy  By
Lisa Braziel Last week I talked about how important a content strategy is for your fan page. This week I'm going to take that one step further by taking a look at your current tab structure, and how to best optimize and organize the tabs that exist on your Facebook fan page. In this stage of your Facebook strategy development you should already have your content strategy and value proposition together, and these two should also drive the rationale for what tabs are created and how fans are going to interact with them. Even though the Wall and Info tabs are mandatory, there are 4 visible tabs to utilize and, these should be utilized to provide additional value and areas of engagement. Let's take a look at how to make sure that your Facebook fan page tabs don't end up being glorified microsites: Step 2: Develop the Tab Structure In order to develop Facebook tabs that are on strategy, you should start by outlining the types of content that you'd like fans to interact with and how these may work with the major goals you'd like to achieve within a tab. These groupings will begin to bubble up the potential tabs you may wish to create. Within this step you should consider the following questions: • What are your overall objectives for your Facebook presence? • What is your primary objective for each tab? • How will you measure success? • How often will you be able to refresh these tabs? • How can you balance the value proposition of the page with your objectives? • What tab will you send non-fans to? • What utility could these tabs provide fans? The fan page for Threadless is an excellent example of a brand that has balanced its objectives to sell product with its understanding that engagement is just as crucial. Knowing that their customers always want to see and provide feedback around the latest t-shirt designs, they have built a fun and engaging Facebook tab that showcases the new shirts and allows fans to purchase and comment on shirts from within a tab on their fan page. 
Continue reading this article. About the Author: As a Social Media Strategist for Ignite Social Media, Lisa Braziel outlines social media tactics and develops social media campaigns to help companies reach customers and build brand advocates. Her expertise in project management and marketing additionally guides the execution of these campaigns. |
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