Ammo Marketing offers a close look at Facebook 'Pages', the main way for brands to represent themselves online. Facebook significantly changed the way pages work; here is your quick guide to getting the most out of the service.
of Facebook Pages
A straightforward guide from
the Original Inﬂuencer Marketing Agency
In early March, the social network site Facebook made some signiﬁcant changes to
the way that Pages are set up. In essence, Facebook now allows brands to operate
on the site in much the same way that people do. It’s truly a remarkable shift, and
one that gives brands an amazing new set of abilities.
In this brief, you’ll get a quick understanding of how Pages now work and learn 4
ways to leverage the new features to building stronger bonds with your customers,
spark advocacy and drive new business.
Background: What is a Page?
Social network sites are built around people connecting to one another
and sharing information. Naturally, brands want to be a part of this space,
especially considering the amount of time people spend on these sites
(Compete.com estimates that the average visitor to Facebook spends
nearly 17 minutes on the site—about 4 times as long as visitors spend on
the content site Slate.com [source]).
Pages is essentially the Facebook presence for a brand. Pages are
extremely simple to set up and there is no charge. Once a brand sets up
their page, they can begin to attract fans and post updates. But that was
about where it ended. Until now.
Pages have had a remarkable transformation. While functionally, not a lot
is different, conceptually, things have changed a lot. The new
implementation of pages allows a brand to exist on Facebook in much the
same way that a person does. The feeling of having your
company on Facebook is now more like having a direct
relationship with your consumers and advocates, than
having a list of people that you can send messages to. The
big deal here is that if you appear as a human, you need to be ready to
start acting like a human.
It will take a little while for you to ﬁgure out how to best use the new
features of Facebook. But Ammo Marketing has been focused on creating
close relationships between brands and consumers and we think there are
4 killer things you can do right away with the new Pages features.
FEATURE: Status Updates
Possibly the most exciting new feature to Pages is the introduction of
Status Updates. These are the short, text-only messages that regular
users employ to do everything from point to interesting stuff on the
Web to tell their network that they are going out for a sandwich. The
new twist for Pages is that brands get the same functionality.You can
post something on your Page’s status update that then shows up in
your fan’s News Feed when they log onto Facebook via the Web or a
KILLER USE: Show Fans You’re Alive
A consistent ﬂow of relevant information about what is happening
either with your brand or in your category will keep your company
top of mind and show that you are not only engaged, but also invite
feedback and interaction.
But try not to fall into the trap of shufﬂing out lots of pointless
information. Everything that you post up should either inform or
engage. Updates should be designed to bring some new
value to your audience. The best way to do this is to simply be
honest and authentic to your core brand. If people have connected to
you because they like the way you design products, talk to them about
product design. If they like the way you take care of customers, take
care of them.
Most importantly, though, is to keep close track of what you post up.
This is going to be important when we get to Killer Use #4, but for
now…don’t treat each of these updates as a throw away. It may seem
like a lot of work, but you will want to know what you posted and
FEATURE: Customized, Extensible Tabs
The main navigation element on Pages are tabs, which shift you from
one set of content to another.You can organize your page pretty
deeply, but putting different content under speciﬁcally-named tabs
(photos under the “Photos” tab). More interestingly, you can create
new tabs with all sorts of functionality, thanks to the fact that you can
add applications into new tabs.
KILLER USE: Create a landing page experience
What is the most interesting part of your Facebook presence?
Which element drives the most results or gets your audience the
most excited? Make that the landing page.You can have any tab show
up as the default when someone visits your page. If you want to
highlight the notes you write or the events you host, you can have
that be the ﬁrst thing that someone sees when they hit your Page.
Increasingly, you are becoming capable of using Facebook as a
complete Web presence. Naturally, you are not going to give up your
Web site, but you can start to craft a presence on Facebook that gives
your visitors lots of information they need, and can point their friends
to. Make sure that you have as much as your fans may
FEATURE: Discussion Boards
Discussions have been a part of the Internet forever. In fact, there
were discussions online before there was really anything else.
Facebook has enabled brands to put discussions directly onto your
Page, under its own tab.
KILLER USE: Launch Insider Forums
Because the people who are engaging in discussions on your
Facebook page are fans, you can have very special conversations. That
is, everyone in the forum has opted in and stated to their networks
that they are fans of your brand. So, don’t just have general
chats. Show off the yet-to-be released ads and ask for feedback. Let
the chief engineer start a thread (and actually listen to the feedback).
FEATURE: Better Analytics
Facebook has enhanced the analytics pages behind your Page.You will
now be able to very closely monitor precisely how much trafﬁc and
interaction you are getting from the different elements that you put
into your News Feed and onto your page.
KILLER USE: Advertise and Optimize
This actually may be the killer-est of the killer uses. Now that you can
have your brand post a status update, and have that update appear on
your fans News Feed, you should think of every post as an invitation
to interact. Essentially, these are ads targeted directly at
the people who have opted to hear from you.You need to
not only be consistent about putting new content up, but be very
precise about measuring the kinds of things that generate the most
trafﬁc and engagement for you.
Keep track of what you post up in a separate database or
spreadsheet, noting whether it is news or announcements of deals or
anything. Track your results against that list and do more of what
works (and less of what doesn’t).
Pages are free and simple to set up on Facebook and offer you an amazing
opportunity to engage with your consumers in a very rich environment. If
you aren’t ready to bring your brand into this space, pick a club or team that
you are a part of and begin experimenting with the features.
At some point, you may begin to realize that operating more closely
with your best consumers is generating some very valuable
relationships. Ammo Marketing has been growing these relationships
with inﬂuential consumers for over a decade. We invite you to reach
out to us directly to talk about how to build these relationships into
true drivers of your business.
Feel free to ﬁnd us on Facebook or visit our site at