News item: The government of Malaysia spent nearly $100,000 per page for their Facebook presence.
This is a sign of how critical having a presence is on Facebook. Now, I think this amount is insane and is the product of some creative government accounting, probably covering up either a new military operation or a government minister’s mistress, but the fact that this news is no big deal simply shows that people understand that to do business in the world today, you need a presence on the dominant social media network.
So, you look at your business and you wonder, “How can I get more business from Facebook?”. The first step is to embrace it. Look at the sheer numbers for a moment. Not that 500 million user number. Let’s get real. 500 million people do not log into their accounts regularly, so what is the actual number. More like 260 million. That’s actually an incredible number. More than 50% of all Facebook accounts are logged into at least once a month. No other social media outlet, ever, can claim those kind of numbers. Because of this, Facebook has become the 3rd largest search engine in the world.
The key for an organization that wants to tap into this huge marketplace is an optimized Page. Pages are simple to build, but like websites, there are critical elements that you should be paying particular care to. Every company wants you to LIKE them on Facebook. You want that too, but you need to give people a reason. Be it exclusive content, coupons, support, something must entice the public to want to be a part of your community. And the best way to start that off is to have a custom entrance page for those who have not yet integrated into your community. With Facebook’s new way of creating Fan Page landing pages, your creative options have literally exploded. Still, you do have to work within some constraints, but an engaging fan page is possible for any organization.
In closing, many people have come to me confused about whether to open a Facebook Page or a Group. Groups are exclusive, you need to JOIN. Fan Pages are inclusive, you simply have to LIKE them. So to capture a broad audience, go with a Page. And make sure to fill out ALL the information requested. Or get a professional social media expert to help.