1 - Networking with other platforms
Building a large following requires a network of other platforms, working in conjunction to drive visitors to your fan pag
2 - Creating a resource
Some pages are used as connection hubs, but others offer information pertinent to their consumers. They use the information as added value to have consumers create a connection with the brand. Dell has done a great job with their social media resource for small businesses. Understanding that small business owners buy computers, by offering them this resource, small business owners interested in social media keep Dell top of mind. Although, Dell can’t explicitly gauge the success of this program in ROI, it is a branding exercise. Also, since they offer deals and updates on new products on the page – the page does have a chance to convert small business owners into Dell consumers.
3 - Creating contests that include participation
For brands that want fan pages to have added value (a reason for users to join the page, aside from brand loyalty), but don’t want to become a resource portal; offering contests and coupons specifically to Facebook users can entice consumers to join.
4 - Empowering pre-existing pages
One of my favorite stories about social media involves the Coca Cola Facebook page. The fan page was created by two users who liked Coke. What started as a fan page for fun, turned out to be the largest product fan page on Facebook.
Coca Cola, instead of taking over the page and making it their own, rewarded the fans by bringing them to Atlanta and giving them a tour of the Coke facility. The fan page remains theirs, but now they have the blessing and help of Coca Cola. By empowering the fans to keep their fan page, Coke ensures a passionate page owner
5 - Targeting the proper demographic
Sometimes no matter what you do, your Facebook page won’t grow. This can simply be a side effect of Facebook’s demographic. There are just some brands that will not have a strong presence on Facebook. Understanding the demographic present can help you decide if Facebook is worth it for your business.
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