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Adding tabs to Facebook pages

January 15, 2010

Chances are, you might have noticed some of the things happening on Facebook pages in the last half of 2009. The reality is, the Facebook page can be a sort of microsite for a promotion, a product launch, or whatever.

Here are some examples of the Facebook tabs from Best Buy and Gap:

Best-Buy

Gap

I’m not a programmer, but I’ve added tabs to Facebook pages. Check out the tabs on this page.

Facebook can do many things for businesses, both big and small. But it can’t do everything. As a marketing tactic, it can connecting people who use a product or service to people who don’t.

More importantly, it should work with, not against other marketing initiatives.

On it’s own, Facebook isn’t that good. Unless you’re the Gap or Best Buy (or a large well-known brand). If you’re not those things, Facebook can’t magically get people to a page.

But you know that, because chances are, your website isn’t attracting people. Well guess what: A website needs marketing to tell people about it. So does a Facebook page. If you build it, they won’t  come. So in 2010, don’t just tell people about your page with a silly “Fan us on Facebook”. Tell them what you want them to do.

“Tell us what you would do if you were CEO for a day at Facebook.com/brand”

Facebook is not a loner.

Facebook (and other social networks) can’t work alone. It needs help from the website (in the form of badges), e-mail blasts, ads…whatever. It’s not a silo, sitting in the wilderness collecting the 150 or so people who know someone who works on the marketing of the brand. If a brand decides to do a Facebook Page, it needs to work with other things. It might mean an ad drives people to a Facebook page instead of a website. It might mean something different, altogether. Figure that out as part of the goal.

If you do all that, Facebook can be a nice new tactic in your marketing plan for 2010. It can do some wonderful things, especially since it can now work with websites and promotions so well. Set your expectations by setting a goal. Be realistic, and Facebook can be a realistic tactic in your arsenal.

One Comment leave one →
  1. January 19, 2010 7:56 pm

    So right Matt, you can’t expect a Facebook Page to suddenly do something for your brand. I have seen lots of interesting ways for a brand to utilize FBML, and there are some “showcases” that offer inspiration for those trying to develop their own page: http://facebookshowcase.net/ and http://www.facebookdesigns.org/

    HyperArts used FBML to create a mini-site within Facebook, so people who find us there can read about our services, see a portfolio and even fill out a contact form. We have gotten lots of leads from this mostly because people want to know how we created the page in the first place.

    Other brands who use FBML well usually find a way to get fans to either interact with the page, or give value to people who visit and become a fan.

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