Social media is firmly on the scene as part of the marketing strategy for an overwhelming number of companies, groups, and individuals. Sites such as Facebook, Twitter, and LinkedIn are a communication vehicle, bringing the people to your brand. When you build a community around your brand, you engage in a dialog with far reaching networking capabilities. Keeping your fan base informed (and even entertained) with valuable content is important to gaining credibility on the social media scene. The goal is to be seen and talked about, leading to brand buzz and new clients.
One of the many features offered to business pages on Facebook is the ability to create custom landing pages. Think of this as a visual and contextual extension of your brand within a Facebook wrapper. Your brand should be consistent across all mediums from print to website to Facebook. A custom landing page conveys to your Facebook visitors (potential fans and clients) that you are unique amongst the blue and white. Keeping fans on your page is just as important as getting them there. Even if your “like” numbers go up, active content will keep your fans spreading your word through sharing links and making page suggestions to their own Facebook friends and colleagues.
It is vital to remember that a landing page should not just be a clone of your website home page. Your audience is looking for unique content and a personal connection to your brand. Additionally, while you should certainly be magnetic in personality, be aware that escape from visual overload is just a click away, and Facebook users will click away. Your landing page should be visually clean while providing relevant information. Consulting with a designer and media expert is a good way to determine which of your visual branding and content should make it to your Facebook page.
There are many ways to create landing pages (and other content tabs) for your Facebook page. Third party applications designed for Facebook integration often boast easy drag and drop design and integration. However, integration and navigation of these apps can be confusing if you are not familiar with the Facebook app process, principals of design and, sometimes, web programming code. These apps typically offer subscription levels. Free subscriptions may require you to host your own images on a server connected to the World Wide Web and only allow one custom tab/ landing page for one Facebook page per account. Paid subscriptions (of varying levels) often have easy upload options and host your images and page designs for you, while allowing you to customize multiple tabs/ landing pages on your various Facebook pages.
Your website developer can also design a Facebook landing page that resides within your current website, allowing you to make changes just as you would to any other content. If you have questions and concerns about how to extend your brand to include a Facebook landing page, you should consult with a design, media, and web technology firm.
Director of Programming and Web Development