PPC - Pay Per Click Management

If you are the manager for a corporate Facebook page, you need to be constantly staying on top of the page to make sure you are maximizing the opportunities for improvement.  Since Facebook is inherently ever updating, you also need to make sure that you know the latest things to make your presence fresh and timely.  By doing this you can have the best Facebook Fan Page possible.

Create a Brand Personality

This is one of the more difficult things for a company to pull off properly, and it largely depends of the type of product you have.  This brand personality is not like the Geico lizard – it is more the voice of the Facebook page.  For example, if you are representing a soft drink that a lot of people love, your Facebook personality will skew to the younger side.  You have the opportunity to be playful in your ads and your status updates, because you are probably targeting a younger audience.  If you represent a fancy resort hotel, than they style of your updates need to be more mature.  However, even if you write with a mature voice, you can still be personable.  The last thing a Facebook fan wants is to read updates that seem as if they are computer generated.  Give them a reason to read your updates.  Are they funny?  Do they provide valuable information?

Be There to Answer Questions

If your fans are planning a purchase for your product, than they are most likely doing a lot of research, especially if it going to cost them a lot of money.  Give them the opportunity to interact with your fan page in the process of doing this research.  You can answer their question in a status update and let the rest of your fans know that you provide this level of customer service.  A positive customer service experience is often cited by customers as the most important reason for becoming a loyal or repeat customer for a brand.  Facebook offers a non-traditional way for you to provide this level of customer service, but you really need to stay on top of it.  If you don’t respond in a timely fashion, it provides an opportunity for all of your fans to see that you are non-responsive.

Respect the Wishes of your Targeted Customers

Remember that people who are on Facebook would like to stay on Facebook.  This means that if you are placing an ad on Facebook; send the person that clicks on the ad back to your Facebook page.  If this means you need to create a specialized Facebook landing page to get across all of the information that you need to get across, then do this. Sending people on to your traditional web page can cause a high bounce rate and you will lose the natural chance for interaction that Facebook offers. Your PPC campaign will be rewarded if you respect the natural tendencies of the people you are targeting.

Some of these tips seem a little nuanced, and they don’t always come naturally to people.  You really need to pay attention to what is working and what is not working and tweak what you do as you continue.