This is a guest post by Raag Vamdatt of The WordPress How To Blog.
If you have been paying even the slightest attention to the blogosphere lately, you would have noticed that it’s abuzz with talk about the new Facebook fan pages. And there is a reason behind it—the Facebook fan page’s new timeline view is a drastic change from the old fan pages we are used to seeing. These changes came into effect from March 30th.
The changes are far-reaching, and are pushing people out of their comfort zones. Since most bloggers have active fan pages that they use for attracting new readers and for making sales, they have started panicking. However, like any change, you can view this as an opportunity instead of seeing it as a problem.
The new fan pages don’t allow you to use many of the tactics that you might be used to. However, these changes do open up many new possibilities as well. Here are a few things you can do to effectively use the new timeline-based Facebook fan pages to your advantage.
1. Pin announcements or sales pitches
Previously, there was no way you could highlight a post on Facebook. Even if it was an important post, say about an upcoming launch, it would get buried under newer posts. How can a post have the desired impact if it is not even seen by your visitors?
This is a problem from the past, friends! Now, you can “pin” a post, and when you do this, it stays as the first post on you fan page. In blogging terms, you can say it’s a “sticky” post!
This is huge. Finally, you have the freedom to make people see your most important messages, without making them land on custom tabs (which is not possible any more, by the way).
2. Star important posts
There is one more way to highlight posts that need special attention: you can “star” any of the posts on your fan pages.
Doing this makes the post span both the columns of the timeline view, making it quite distinguishable from other posts. Whenever a visitor is scrolling through your fan page, he or she is bound to stop and pay attention to a starred post because of its double width.
This feature can be used to highlight content that doesn’t need immediate attention, but is important nonetheless. For example, if you have a post about contest winners, or about you being mentioned in mainstream media, you can “star” such posts to give them prominence.
3. Use the cover image effectively
Now, you get a huge amount of space—851px by 315px to be precise—to play with for the cover image. The new timeline view has introduced a cover image which appears as the first thing on your fan page. And due to its massive size, it will draw your visitors’ attention as soon as they land on your Facebook fan page.
Before you start getting ideas, let me tell you that this space cannot be used for any marketing messages—you can’t ask people to buy something or to like your fan page, you can’t use it to offer any pricing or discount details, you can’t have your contact details displayed there, etc.
In spite of these restrictions, you can use this space quite effectively. It can be used to brand yourself and your blog—the image you use here can convey a positive message about your blog to your visitors. In fact, you can even use a text-based image here as long as it is not promotional text. You can also include pictures of your products in this space.
4. Using custom tabs to channel visitors
Just below the cover image are small, square images called custom tabs. These are links to your applications. The first one is always a link to your photos, but the others can be customized.
This feature can be used quite effectively. For example, you can have a custom tab pointing to one of your products, and the image for the tab can contain a quick, attention-grabbing call to action.
You can have up to 12 of these custom tabs. Excluding the one for the photos, you have 11 opportunities to channel your visitors to important applications or sub-pages of your fan page.
5. Utilizing the profile photo
The profile photo, which used to be up to 180px by 540px in size, is now reduced to a mere 125px by 125px. However, this photo doesn’t come with any restrictions like that for the cover photo, so it can be utilized in creative ways.
Of course, you can have your picture or your logo as the profile photo of your fan page. In fact, most people would have this type of a setup. But now,you can play with the profile picture and the cover image to create some cool effects.
An aggressive tactic: If you want, you could create a profile image with the text “Like Us”, and an arrow pointing to the Like button. This is not something you can do with the cover photo, but it might help to boost your Likes.
6. Effectively using the new messaging system
The new fan pages now come with a messaging system—anyone who has liked your page can now send messages directly to you! (Please note that the message has to be initiated by the user—you cannot send a message to a fan unless he or she has messaged you first).
Again, this is a massive change, and one you can use to your advantage. You can use this feature for problem resolution—your fans can write to you privately (maybe with sensitive details like their order number), and you can provide personalized query resolution and support.
Of course, if you have a ton of fans, this won’t be feasible for you. But if you are just starting out and have only a few fans, this can be a big image booster and might earn you a lot of praise!
7. Using milestones to your advantage
Facebook now lets you create milestones on your fan pages. Milestones are the events or dates that are important for your page. The best part about milestones is that you can post milestones from the past, with dates from any time since the year 1000!
You can use this to let people know more about your blog or business—when it started, when it achieved some critical milestones, etc. Knowing these things may inspire more trust in your visitors, and could result in a few additional fans.
8. Checking out your competition
This is a neat trick that not many people know about. In fact, I myself discovered it by accident!
When you visit a fan page and you see a box with the number of Likes in it, click on it. What do you see? You see the analytics data (or “insights” in Facebook terms) about that fan page. Some of the things that you can see are:
- how many people are taking about the fan page
- the trends regarding new likes and number of people talking about the page
- most popular week, city and age group for that fan page.
This is really cool! Till now, you could see the analytics for your own fan page. But now, you can also see the highlights of the analytics of other fan pages. This is a great opportunity—you can take a look at the data of your competitors, and use it to your advantage.
How are you using your new Facebook fan page?
How are you using the new features of the Facebook fan page to build your blog’s following both on Facebook and on your blog itself? Share your tips with us in the comments.
Raag Vamdatt runs multiple blogs, and writes from his experiences at The WordPress How To Blog. He also offers a free step-by-step course titled “Make Money Blogging” that guides about starting a blog and making money from it.