So you’re a musician and you’ve set up your Facebook Fan page. Now you can just sit back and watch the “Likes” and fans pile up, right? You’ll be a Facebook Superstar in no time, right? Wrong.
Fan pages are great destinations–they make it easy for your fans to hear your music, see your awesome photos, follow your gigs, buy your merchandise and connect with each other. But they’re useless if no one is seeing them or spending time on them. How, then, do you optimize your fan page, to ensure that your content is reaching your target audience? A recent article on AllFacebook.com highlighted the seven most common mistakes people make when setting up a fan page. Much of their advice resonates with the Headliner philosophy, so we thought we’d share them with our members in hopes of helping you make the most of your Facebook marketing and the Headliner community.
The first mistake people often make is not understanding how most people use Facebook. They expect that once their Fan Page is up, fans will check it daily for their updates. The truth is that most likely your Fans only see your Fan Page once–when they go to click LIKE on it and add it to their news feed. After that, they will likely be interacting with your content in their news feed, which is the first thing everyone sees when they log in to Facebook. The news feed is a notoriously crowded space. Your updates will be just a few among the millions that are posted to Facebook’s news feed every day. The typical news feed on Facebook includes updates from hundreds, if not thousands of friends, fans and connections.
In order to bring order to this frenzy of information, Facebook organizes the news feed based on a specific formula. This formula will push items into the news feed from users that are the most active, have the most friends, receive and make the most comments and Likes, etc. You can see how your message will get lost in the shuffle, especially if all you do is post it on your Fan Page and leave it at that. The key to getting your updates seen in the Facebook news feed, as with all social media, is interaction and engagement. Once you post an update to your Fan Page, be sure to respond to the Likes and Comments and Shares. Every interaction affects how your Fan page is ranked and where your items will live in the news feed.
The graph above shows the typical interaction people have with Facebook. They log in, scroll through the news feed, Like and/or Comment on a few updates, browse some photos and return to the news feed to repeat the cycle. Maybe if you post something really special, they’ll come to your Fan page to interact with it. Maybe if you happen to be posting when your fans are browsing, they may see your message right away. That’s a couple of big maybes. And Heaven help you if someone posts a video of a baby animal doing anything remotely cute.
The big take away is this: Your Fan Page is not the first thing people will see when they log on, so push your content up the news feed by engaging your fans or very few people will see it. Creating a Fan Page and posting to it is just the beginning. Follow up on your posts, engage your users, sustain conversations. We’ll explore the rest of the mistakes and make some suggestions in the coming days. Meanwhile, let us know about your experience with Fan Pages on Facebook. As savvy Headliner members, we trust you are on the right track, but we’re always happy to help.