A Facebook Page is key to most social media marketing strategies and will more than likely be the central point for most of your efforts and promotions. Twitter is great for quick updates, but to get the full
story, users usually need to click elsewhere. A Facebook Page allows you to provide both in one place, while also offering full customization and a variety of interactions.
Many brands use Facebook tabs in lieu of landing pages on their actual websites, because tabs have more built-in social functionality, are easy to update, and are especially helpful for running contests and promotions. But even if you foresee offering giveaways through tabs, you should still invest some serious setup time in Page customization.
Build your Page for success the first time around by populating it with lots of optimized content and developing a content strategy to keep it fresh. You can spend as much or as little time as you can afford updating and maintaining the Page, and your time input will vary as your goals and use of the Page fluctuate. If you fill out the Page completely and make it interesting and engaging early on, however, it’s easier to take some time off later.
Facebook outlines strict rules about who can have a Facebook Profile. In its
early years, Facebook was a closed site, accessible only to college students; every user was an individual person and had a unique Profile. When the site opened up to the public, brands were quick to see the potential for reaching people in a new way. At that time, Facebook wasn’t anticipating heavy brand participation; the Facebook Ads platform was the only real nod to marketing on the site. So marketers turned to the only option available at the time: personal Profiles.This worked for a while, as small, local brands could fly under the radar. But the upkeep of a personal Profile for a nonhuman entity is awkward; the questions are a bit far removed from anything except a mascot or spokesperson. What would be the Nike swoosh’s favorite movie.
1. You will not provide any false personal information on Facebook or create an account for anyoneother than yourself without permission.
2. You will not create more than one personal Profile.
Before the site introduced Pages, Facebook’s Terms of Service also specified that only real peoplecould maintain a Profile; technically, creating a Profile for your dog was also against the rules.
You’re not going to actually become
friends with the president. Sure, he has friends and may keep a private Profile for real-life friends, but the greater public can only like him on Facebook. Public figures, such as musicians, actors, politicians,
sports stars, and other people with famous names or faces need to create a Page for public consumption, even though they are, of course, individuals who could also have a personal Profile.
If you’re thinking about doing any type of marketing on Facebook, you need to create a Page. As the Facebook Page Directory.