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What do visitors to your organisation's Facebook Page see when they arrive? Do they get the impression you them to, or is it all a bit hit and miss.
Most Pages leave their wall as the default entry point. For marketers who want to keep control over brand and message, this is a high risk strategy. Sure, some engaged advocate might have left a great post, but what if the opposite has happened. The first impression you give to a new visitor is a negative one.
By definition post on any Wall are transient, posts are there one minute and gone the next. If you want to control that key first impression, then the Wall is not the starting point.
The other default Tabs (those provided as standard by Facebook when you set up your Page) don't offer an effective alternative, because they're not designed for the job. Your info is too dull, photos too imprecise and discussions unlikely to be on message.
So what do you do.
If the standard tools aren't up to the job, then you need to get yourself something that is.
Econsultancy recently published a best practice guide to creating Facebook pages. Their "Golden Rule 1" is to "Create a bespoke landing page". And we couldn't agree more.
You want your visitors to land on a page that you control, both in terms of Brand and Message. You've invested considerable time, effort and money in your brand, so why would you ignore it on Facebook? And as you you have 3-5 seconds to engage your first time visitor, your message is vitally important.
Don't leave it to chance, get in control!
Published by: Mr Tom Barnes
Published 19th May, 2011
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