The tricky thing about Facebook Pages is that you can’t friend someone the way you can from your profile. People can elect to become fans of your Page, but only if they know about it. So you’ve got to spread the word organically (and keep doing it) to introduce people to your Page and to your company.
First identify contacts from your profile that are either business connections, people working in a field related to your business, or who would otherwise benefit from the information your company provides, and invite them to become a fan of the Page. Send a short note explaining what you want to offer from the Page and include a link to the Page.
You should also promote your Page elsewhere online by putting a Facebook Page button on your website to help others find it, spreading the word on Twitter if you’re there (and you should be), sending out an email notification, or putting a link on your business cards. Do whatever it takes to help people know that you’re on Facebook and you want them to become a part of your community.
Get the Most Out of Your Page
If you’ve got a brand that already has a strong following like Zappos.com or True Lemon, a Facebook Page can be a great way to launch a community. Encourage discussion among fans by asking questions like: “what’s your favorite product?” or “what could we do to improve our product?” Post updates weekly, if not daily and point your fans to any off-site promotions, such as giveaways hosted on different web sites.
And keep it fun! Nobody likes straight up business all the time! Zappos, for example, has crazy videos and posts that aren’t related to shoes, which is why their fan base is well over 21,000.
It will take time to build your fan base, so remember to keep sending out invites to new contacts asking if they want to become a fan of your business Page. Constantly promote the Page in any way possible, and keep your content fresh — give people a reason to check in on your page regularly.
Check your analytics: before long you should see a large portion of your website’s referrals coming from Facebook!
Wrapping it Up
Your Facebook efforts will be ongoing, so plan to dedicate a few hours each week to getting new fans and updating content. You’ll quickly appreciate the instant ability to connect with customers and future customers through this social media tool!