Gini Dietrich

Facebook: Creating a Fan Page

By: Gini Dietrich | March 1, 2010 | 

This post is guest blogged by Molli Megasko, an account executive with Arment Dietrich. Molli started her career with us and has been integral in how we’ve moved our business model in the past 18 months. She is our Facebook guru and is here to talk to you about creating a fan page, engaging with your fans, and developing creative ideas for posts and photos.

Yesterday every person wanted to be on Facebook and today every company wants a fan page.  When working with clients I begin with the same five tips and we work from there.  If you can master these five, the fun strategic stuff (contests, crowdsourcing, and word-of-mouth) comes easy.  And don’t forget, I get paid to do this, so I would pay attention!

1.  First and foremost, get a unique URL.  Instead of having the URL be!/pages/crazylongcompanyname/119081977941, make it (or something similar).  It’s really easy to do this.

If you are the administrator, go to the Facebook user name Web site and follow the directions.  If you have a unique URL, you can share it with  your customers, employees, stakeholders, and prospects. You can include it in your email signature and in any marketing, communication, and sales  materials.

2.  Now that Facebook pages are a part of Google’s real time search results (as of this week), I suggest using keywords liberally and constantly update your company information.  This helps with search engine optimization and also turns your fan page into a second Web site for potential customers to learn more about you and your company.

3. Add photos of employees and capture fun stuff around the office.  Take a look at the Arment Dietrich fan page (and fan us while you’re there!).   One reason our fan page is a hit is because we’ve turned it into a personality.  By letting your fans see the faces behind the brand, it creates loyalty and customer engagement and connection. Remember, people want to see inside companies; no, they don’t want it, they expect it. Give them the personality of your culture and your team.

4.     Now you can focus on your posts.  Most fan pages post a lot of company info, which is GREAT, but it’s not giving your fans a reason to engage or come back.  This is not another avenue for your news releases, nor is it a sales tool. Asking questions and posting articles that are not self-serving are the easiest ways to get your fans talkin.  Gini says time and time again…LISTEN!  Having a fan page is a great way to listen because you can ask questions and your fans will tell you what they think.  Listen to what they are saying and start communicating WITH them.

5.     Now for my favorite part.  Once you get more comfortable on Facebook, take a look at the insights and download the interaction data (both in the administrator’s dashboard) to help you track and set benchmarks to ensure each post is getting more clicks than the last.  I love tracking our company’s Google analytics and seeing how many people come to either here or to the Web site through Facebook.

What are some of the things you recommend people do when starting a Facebook fan page?

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. Join the Spin Sucks   community!

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  • Molli – very helpful information. Thank you!

  • Great stuff! Thanks, you read my mind! Just set up my website’s Facebook fan page this week.

    Got my unique URL. 🙂 Already driving traffic to my website.

    I think business is currently underestimating Facebook. Its population is approximately 15X larger than Twitter. That is huge.

    Next tip: Set up a custom landing page for new people arriving at your fan page.

    – Craig

  • I like the ideas of posting pics of the office. People having a good time.

  • A couple of comments:

    1. Even if you don’t have enough fans to get your custom URL yet, work with your web folks to get a third-level (also called a canonical) domain added to your current site. For our beach home rental property, we simply established as a redirect to our current We also did a Twitter top-level domain name the same way to redirect users to our Twitter page.

    2. I would say to really consider whether or not to land people on some splash page that you’ve created. People can get that on a corporate website. Show them that other people come there to converse with you and that you’re engaging. I say to land them on the Wall.

    3. Which brings me to my next suggestion: be sure to enable the “Page + Everyone” view by default so that people coming to your page see what others are posting on your wall. You don’t want to come across as a site that just announces things. Show the public that you like their input, are proud of it, and that you engage back.

    4. Try a few different approaches on posting to see what works — time of day, structure of the status update (i.e. question vs. statement), photos vs. no photo in the update.

    These are just a few more to get you thinking!


  • Craig, that’s a great point. Depending on your business or product you have an opportunity for a first impression so when non fans searching on Facebook come across your fan page, they can determine if they want to become a fan.

    You can make your landing page be you info, your wall, or just your company posts if you want. Choosing which landing page strategy really depends on what types of posts and content you have along with what types of audiences you want to attract. We leave ours open on the wall for transparency and personality.

  • Ces

    Dear Mollie:

    I just came to life last week. I haven’t been getting a lot of traffic. Hmmmmm

    My administrator is posting interesting tidbits of information, helpful tips on the topic at hand and some thought provoking information as well.. Did I say that my administrator is just the coolest guy around???

    Your thoughts?? Or is it just too soon??

    Anxious in Houston,

    Houston Health Insurance Facebook Page

  • Ces, that’s good your admin is cool, that should be tip six, make sure your admin is cool.

    It’s all about the posting. It might be interesting to you, but I would engage more with your audience, ask questions and listen to what they want to hear about. Ask your fans what questions they have. Make your page their resource without having to work for it, it doesn’t always have to be links, it could be your thoughts of the day.

    Right now your page doesn’t have a lot of info on it besides the posted links so it’s probably not coming up in searches unless you type it in specifically. Refer back to tip number two and also pay attention to Jamie’s advice when it comes to number four. I also find profile pics of people work better than logos but keep it professional. Maybe the pic could be your admin at work wearing the logo on his shirt, or standing in front of the company sign?

  • Thanks for these tips.

  • Tonia Johnson

    Great tips! Thanks for the ideas!

  • I’m happily adapted with Facebook fan page after trying it for about 5 months. I must say I’m impressed with what it can do, especially by bringing in unexpected traffic and new readership for my social media blog. Thanks to Jamie’s suggestion, I have modify my landing page to be more user friendly with a link to Wall Posts: It’s wonderful how discussions can help one another to improvise. Very well explained tutorial, first visit here and impressed.

    Social/Blogging Tracker

  • Many thanks for sharing such an topical article with all of us. I’ve bookmarked your blog will come back for a re-read again. Keep up the great work.

  • Thanks Ching and Thea! We look forward to your comments! Let us know of other topics you would like to hear about.

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