Community Management, Social Business, Social Media Measurement, Social Media Strategy, Social Media Tools, Brand Communities, Facebook, Social Media Marketing, Social Media ROI, Social Media Staffing and Operations

Digital Sharecropping – Why Most Facebook Customization is Wasted Effort

Part 3 of a 3-Part Rant

The time, money, and overall exertion being spent on customizing Facebook fan pages is largely misspent.

tricked out chevy 300x199 Digital Sharecropping   Why Most Facebook Customization is Wasted EffortJust because you CAN replicate much of your corporate website functionality on Facebook, doesn’t mean you SHOULD. Your Facebook fan page is not a collectible automobile. You do not get extra brand advocacy points for fuzzy dice, pin stripes, a chrome engine, or a bitchin’ stereo.

The fact is that in almost every case, the one and only time your fans visit your Facebook page is when they initially “like” the page. After that, all touch points between the brand and the fan are conducted in the Facebook News Feed. Jeff Widman of Brand Glue (a Facebook fan page management company) has studied this phenomenon by mining Facebook API data, and found that 99.5% of all comments on his client’s status updates come from within the News Feed, not on the Wall of the page.

This most definitely passes the sniff test, does it not? Let’s say you “like” 6 new company Facebook pages this month. What is the likelihood that you will ever return to those pages? Slim and none. The only time I ever do it is to grab screen shots for presentations. Beyond that, all my interactions occur in the News Feed.

An Answer to a Non-Problem?

Consequently, even though easy-to-use Facebook page customization and management tools are popping up like mushrooms after rain, is even the modest effort required to implement them worth it? For specific functions, yes. Personally, I prefer the apps from North Social. They actually helped created the Facebook page for my new book (with Amber Naslund) The NOW Revolution. North Social has more than 20 plug and play apps to juice up your Facebook page, from a video player to a Twitter integration, and everything in between.

We added a few apps to our Facebook page, specifically a nifty video of Amber discussing the book, and an option for visitors to sign up to download Chapter 1 for free. But we focused our efforts on the custom landing tab (North Social’s version is called First Impression).

Optimally, we want visitors to come to our Facebook page, land on the custom tab, and then “like” the page. Then, on the same visit, hopefully they’ll request the free chapter and/or watch the video. After that, we assume – as should all businesses – that they will never return to our Facebook page per se, but will instead stay in touch with The NOW Revolution via a series of pithy and staggeringly insightful status updates.

Exposure Via Facebook News Feed Ain’t Easy

Whether or not those status updates continue to show up in the News Feeds of your fans is no sure bet. In fact, Widman and Facebook gurette Mari Smith estimate that fewer than .5% of all status updates are shown in members’ Top News feed (which is the default setting used by ~95% of all Facebookers). Consider that for a second. If you have 200 Facebook fans, and you publish a status update, on average 1 of those 200 will see it. That’s like a social marketing slot machine.

sharecropping 300x184 Digital Sharecropping   Why Most Facebook Customization is Wasted EffortThus, the real secret to Facebook success isn’t in custom tabs and apps and replicating your entire website on Facebook’s rented land like some sort of digital sharecropper. Instead, the secret is to grow that .5% News Feed visibility rate by ensuring that your status updates generate “likes” and comments. How your fans interact with your status updates, and their historical propensity to do so, is what determines whether your missives are seen in “Top News,” or relegated to the scrap heap of “Most Recent,” left to fight it out with inane and dubious Farmville and Mafia Wars updates for scraps of attention. For more on the News Feed algorithm – called EdgeRank, see posts here and here.

Consequently, instead of spending tons of time and money on Facebook customization and apps (other than landing tabs and very focused tools that add value to initial visits), businesses should instead be focusing their efforts on crafting relevant, interesting status updates with frequency and aplomb.

True Measures of Facebook Success

The key metrics you should be looking at are not total number of “likes” – as we discussed in part one and part 2 of my Facebook rant series. Instead, you should be looking at Active Fans, Daily Story Feedback (how much people like/comment on your status updates), and your conversion rate between visits to your page and number of new “likes”.

(Read Part 1 and Part 2 of my Facebook Rant)

(images from Shutterstock, a Convince & Convert sponsor)

Related
  • http://twitter.com/rnadworny Rich Nadworny

    Jay, I think it’s worth pointing out that while duplicating or copying a corporate Web site may not make much sense, it is worth moving over actionable, business driving tools or apps to your Facebook site.

    Examples like 1800-Flowers implementing e-commerce to PizzaHut’s Order App to Delta Airlines Facebook booking tool show how forward thinking brands can move beyond brand replication of look, feel and copy and toward utility and commerce, even in the social space.

    The problem isn’t moving or copying things to Facebook; it’s moving and copying the wrong things.

    • http://www.postadvertising.com Jon Thomas

      Great point Rich. I’ve seen some Facebook pages who have integrated the things that you mention, but also registration pages (Newsletter, Ebook, Webinar…basically any valuable content). I think it’s a great idea to get the visitor to convert right there in Facebook as opposed to hoping they follow a link to your corporate site and sign up there.

  • http://twitter.com/rnadworny Rich Nadworny

    Jay, I think it’s worth pointing out that while duplicating or copying a corporate Web site may not make much sense, it is worth moving over actionable, business driving tools or apps to your Facebook site.

    Examples like 1800-Flowers implementing e-commerce to PizzaHut’s Order App to Delta Airlines Facebook booking tool show how forward thinking brands can move beyond brand replication of look, feel and copy and toward utility and commerce, even in the social space.

    The problem isn’t moving or copying things to Facebook; it’s moving and copying the wrong things.

  • http://www.facebook.com/profile.php?id=1358150089 Steve Allan

    This is so on point. Too many brands are succumb to the bells and whistles. They compare themselves to the major brands (who have the big budgets) and lose sight of the essence of social media. It is all about what you have to say that will interest people.

  • http://twitter.com/BobbieGarner bagarner

    As I started to read this I was a little annoyed as your FB pages are pretty decked out and customized themselves – but as I continued to read I started to get the point.
    I do agree that copying corporate content is silly and more time needs to be spent on the status updates themselves.

    But don’t you agree that a custom landing page has a better chance to get the “like” in the first place even if fans rarely revisit the page itself?

    • http://www.convinceandconvert.com jaybaer

      Yes. 100%. You MUST have a custom landing tab.

  • http://rickcaffeinated.com Rick Stilwell

    Two things: first, for our business page we actually get a fair number of questions per week, so while most interaction by far with “fans” would be through the news feed, there is at least some traffic back. I don’t think a specific landing page right now would be as helpful as our wall has been, but I’m going to give it a little more thought/energy to figure out.

    Second – love the facebook page for the new book. One thing I noticed is that the wall where no one’s really coming actually has quite a few posts from others as well. But the default setting is to only show the NOW Revolution posts – users can change it to see NOW Revolution + Others, but if that’s the default I think you’d see at least a small uptake in conversations.

    Good stuff, has me thinking too early this morning without proper caffeination. Thanks!

  • http://parthenonpub.com/blog Matt Bigelow

    Great post.

    As you elude to above, what it boils down to is understanding how people use different media.

    And thanks for sharing that data.

  • http://twitter.com/cbaccus Chris Baccus

    Excellent posts (I enjoyed the other “rant” on focusing on Active Daily Users too.) People who dig through their Facebook Insights data will see that yes a massive majority of brand impressions occur outside of the fan pages. Brand Glue’s data is pretty close to what I’ve found having been involved in analyzing several brand pages over the past several years. It’s good to see this get some attention and I do agree that tabs are best for landing and welcoming pages; other than that, there is very little interaction with the brand fan page itself.

  • http://occamsrazr.com Ike Pigott

    Most of it comes back to just a simple lack of thought.

    Sure, your customers and potential customers are on Facebook, but what aspects and attributes of the tools and the architecture of Facebook work with what you want to achieve?

    Typically, those who ask a question like that don’t end up replicating their site.

  • http://flavors.me/40deuce 40deuce

    I think you make a great point here Jay.
    I personally don’t “like” brands/pages on facebook (I keep facebook for merely keeping up with real friends of mine), but if I did “like” brand pages I could see it being exactly like you described, going to the page once and then probably never again.
    I think you make a great point by saying that the look of the page is semi-worthless and instead effort should be made to put content onto that page that will resonate with people and bring them to comment and “like” which will bring the updates into newsfeeds. The newsfeed is the page I use the most, I get most of my updates through there and it’s what brings me to click through to someone’s actual page. If companies could make people want to return to their facebook page through these items on the newsfeed that would be a much better strategy than putting so much time and effort into covering the page with bells and whistles.

    Cheers,
    Sheldon, community manager for Sysomos (http://sysomos.com)

  • http://www.affiliatesea.com affiliatesea

    Thanks for sharing the nice article on facebook page customization.I like this point ‘you should be looking at Active Fans’

  • http://www.facebook.com/people/Eric-Pudalov/36501034 Eric Pudalov

    Thank you, Jay! At the non-profit organization I work with, Georgia Community Support and Solutions, we’re continually looking for new ways to utilize social media (including Facebook). This has been a challenge, as much of it is trial-and-error. I’ll continue to drop by your blog for some of your great advice.

  • http://twitter.com/Troylinehan Troy Linehan

    Great post that makes perfect sense… something else for ignorant companies to ignore.

    Love your writing, looking forward to checking out your book. I know that I’m having a struggle to get my company to embrace social media but writing like yours enables me to keep the faith

  • http://twitter.com/Troylinehan Troy Linehan

    Great post that makes perfect sense… something else for ignorant companies to ignore.

    Love your writing, looking forward to checking out your book. I know that I’m having a struggle to get my company to embrace social media but writing like yours enables me to keep the faith

  • http://www.blog.chrisehyoung.com/ Chris Eh Young

    Anything that enhances your first impression is a must. I am surprised and not surprised by the .05% number. That seems low but I guess as the number of fans, followers, and likes grow, that percentage may shrink. This makes your initial content even more critical and your status updates as well.

    It’s only a matter of time before Facebook becomes it’s own internal internet. In ways it already has. It’s only a matter of time before we tune out the niceties and focus on the content.

    • http://www.convinceandconvert.com jaybaer

      Absolutely. Facebook wants to be AOL 2.0. All you need, all in one
      place.

  • Anonymous

    I have to disagree with you on that point. I think customizing your Facebook page can bring you more fans. First you can redirect people to the tab you want, this tab can have some appealing customization that probably will make you “Like” the page. I’d say that the benefit of page customization is not because users will go back to that page but because it will get you more fans. Doesn’t matter where the conversation happens next but before the conversation happens you need to get people to discuss with.

    Plus, customization is not only a matter of putting nice images and buttons, you can do a lot more then that, you can have pools, you can use Facebook Places in your page, and if you decide to take it to the next level you can build an app and have shopping cart and much more. I believe it’s a matter of how you engage with your fans that will make them go back to your page or not, they won’t go back because your page is good looking but because you engage with them there.

  • http://www.puredriven.com Patrick Garmoe

    Jay, considering how rarely content makes it into a feed, wouldn’t it be logical to ask people to get your RSS feed, in addition to, or instead of “liking” the page? At least with RSS, they’ll definitely receive it. Who knows, perhaps Facebook will eventually add an (e-mail me updates) option as well.

  • http://www.sueannereed.com Sue Anne Reed

    I guess I would say that I agree and disagree with this post. It’s important for brands to have a nice looking, custom tab on Facebook that represents their brand and is set as the default landing page for people visiting you for the first time on Facebook. I do agree with you that replicating the content from your website for this purpose is a large waste of time and money. Something simple and clean that encourages folks to click on the like button as the main call to action is the way to go.

  • http://www.sueannereed.com Sue Anne Reed

    I guess I would say that I agree and disagree with this post. It’s important for brands to have a nice looking, custom tab on Facebook that represents their brand and is set as the default landing page for people visiting you for the first time on Facebook. I do agree with you that replicating the content from your website for this purpose is a large waste of time and money. Something simple and clean that encourages folks to click on the like button as the main call to action is the way to go.

  • Anonymous

    Jay, enjoying your facebook rant. Good to see a little hellfire in these social media blogs every now and then.

    Sorry we didn’t get to meet at Blogworld. Hope all is well…

  • Anonymous

    Jay, enjoying your facebook rant. Good to see a little hellfire in these social media blogs every now and then.

    Sorry we didn’t get to meet at Blogworld. Hope all is well…

  • http://twitter.com/maneeshasharma Maneesha Sharma

    Great post! Thought I was one of the only few who thought this way and wondered what I was missing – I CONSTANTLY get questions about the value/need of having a FB presence and if it should replace or serve as the single source of information – no one wants to hear that a customized FB page is not the silver bullet to solve all problems!

  • http://twitter.com/maneeshasharma Maneesha Sharma

    Great post! Thought I was one of the only few who thought this way and wondered what I was missing – I CONSTANTLY get questions about the value/need of having a FB presence and if it should replace or serve as the single source of information – no one wants to hear that a customized FB page is not the silver bullet to solve all problems!

  • http://www.JackieUlmer.com Jackie Ulmer

    Wow! Dead on and thank you for expressing exactly what I’ve been thinking. I consider my own fan usage and just as stated, I connect through the newsfeed 90% of the time. So, why spend the time and energy? Not to mention all the changes facebook goes through, what will stay and what will go.

    I like your strategy to increase you visibility by engaging and interacting. After all, that’s the real key to social media, right?

    EXPECT Success!

    Jackie Ulmer

  • http://www.JackieUlmer.com Jackie Ulmer

    Wow! Dead on and thank you for expressing exactly what I’ve been thinking. I consider my own fan usage and just as stated, I connect through the newsfeed 90% of the time. So, why spend the time and energy? Not to mention all the changes facebook goes through, what will stay and what will go.

    I like your strategy to increase you visibility by engaging and interacting. After all, that’s the real key to social media, right?

    EXPECT Success!

    Jackie Ulmer

  • http://twitter.com/GarrettIra Garrett Ira

    This is spot on. I was just explaining this exact concept to a client who was envious of a car dealership that had 4 custom pages within their fan page, all of which were images cut and pasted from their website. You have to ask yourself what the purpose of the fan page is, versus the purpose of your company website and let those guide the buildout. I’ve never found it necessary to create anything but an effective, purposeful landing page for new visitors.

    A Facebook fan page is not a company website, even if it looks sexy.

    Thanks for the post.

    Garrett

  • http://twitter.com/GarrettIra Garrett Ira

    This is spot on. I was just explaining this exact concept to a client who was envious of a car dealership that had 4 custom pages within their fan page, all of which were images cut and pasted from their website. You have to ask yourself what the purpose of the fan page is, versus the purpose of your company website and let those guide the buildout. I’ve never found it necessary to create anything but an effective, purposeful landing page for new visitors.

    A Facebook fan page is not a company website, even if it looks sexy.

    Thanks for the post.

    Garrett

  • Shan M John

    Jay,

    First and foremost, really I appreciated your 3-piece Facebook rant. I found it refreshing to take a step back from the day to day Facebook grind to rethink about how it really works and what is most important. I’m also in complete agreement about brands/marketers needing to spend more time on the content published in status updates. This part is an afterthought more often than not since people underestimate how hard it is to not be super boring.

    On the other hand, you diminish the value of custom tabs and apps in your post, and I would argue that content alone does not make a Facebook page. The exposure a brand can get by having a Facebook Page is limited on purpose; it forces brands to pay for Facebook ads, which is of course what Facebook prefers. Even with seemingly interesting content, there is only so much a brand can do to get into news feeds without paying loads for premium tools like Involver, Vitrue, or Context Optional. If no one has been liking or commenting, nobody is seeing the new posts. I know from experience: my client, who due to budget contstraints, is counting on organic growth through updates. And not growing.

    Even though they’re not a “blood oath,” we need likes and comments to get in news feeds. We need more page likes (fans) to increase the likelihood of likes and comments to get more news feed exposure. We need a welcome tab to gain trust, encourage page likes, and solicit an action beyond a “like.” We need custom applications to gather user information that allows us to better understand our fanbase beyond Facebook Insights. This is truly the value of Facebook – access to a wealth of information about who “likes” your brand. But that’s only available after a user permits via a custom application.

    My point is that ads, posts, custom tabs, applications – they all play a role in a successful page. You need ads and bait (sweepstakes, contests, polls, useful content) to get people to the page, and you need the useful content to both get the “Like” once they get there and to keep them actively engaged once they leave. Because content and custom apps/tabs accomplish different things, I don’t think you can focus too much on one or the other.

    Anyway, thanks for making me think. Looking forward to the book.

  • http://www.KnDino.com Keri Andino

    Jay,
    Love the meat and potatoes content that you always shoot to convey! I also believe that relevant status updates, used as a tool to engage actively with new followers, are key to creating an engaging fan base. Here is my take, and don’t laugh..but “It’s a girl thing” I believe that custom pages, right or wrong are designed to aesthetically appeal and they surely do.. It’s an accessory.. a jazzed up version of a ho hum regular page. As trivial and materialistic as that may sound.. there’s really some truth to it, and the same w/ Twitter backgrounds..~

  • http://twitter.com/bleevo Chris Hampson

    I have noticed that this doesnt apply to facebook mobile

  • http://www.deepripples.com Deep Ripples Bill

    Don’t spend too much time reading about social media marketing, only so much time and have to stay focused. Must say I’m extremely glad I caught this 3 part series (thx to Twitter). Excellent and helpful info, Jay. Gonna have to add you to my reader now. Keep it up!!

    • http://www.convinceandconvert.com jaybaer

      Thanks Bill. I’m glad to be on the reader!

  • http://www.aaronline.com Sage Dillon

    I prefer to see the wall–not a custom tab–before deciding if I want to “like” something. I want to know what is going to be showing up on my newsfeed. (Of course, I am one of the 5% of Facebook users who sort by Most Recent so that I don’t miss any good stuff.)

    • http://xdwebsolutions.com XD Web Solutions

      I’m with you Sage; before I like a page, I literally go through the tabs to see what’s available as content. Then, if/when I visit facebook’s actual site (not very often), I sort by Most Recent because the Top News is rarely ever top news to me :-) However, this post gives me pause for the cause because I am looking to increase the interactions on my fan page. So this is great content for me!

    • http://xdwebsolutions.com XD Web Solutions

      I’m with you Sage; before I like a page, I literally go through the tabs to see what’s available as content. Then, if/when I visit facebook’s actual site (not very often), I sort by Most Recent because the Top News is rarely ever top news to me :-) However, this post gives me pause for the cause because I am looking to increase the interactions on my fan page. So this is great content for me!

    • http://xdwebsolutions.com XD Web Solutions

      I’m with you Sage; before I like a page, I literally go through the tabs to see what’s available as content. Then, if/when I visit facebook’s actual site (not very often), I sort by Most Recent because the Top News is rarely ever top news to me :-) However, this post gives me pause for the cause because I am looking to increase the interactions on my fan page. So this is great content for me!

    • http://xdwebsolutions.com XD Web Solutions

      I’m with you Sage; before I like a page, I literally go through the tabs to see what’s available as content. Then, if/when I visit facebook’s actual site (not very often), I sort by Most Recent because the Top News is rarely ever top news to me :-) However, this post gives me pause for the cause because I am looking to increase the interactions on my fan page. So this is great content for me!

    • http://xdwebsolutions.com XD Web Solutions

      I’m with you Sage; before I like a page, I literally go through the tabs to see what’s available as content. Then, if/when I visit facebook’s actual site (not very often), I sort by Most Recent because the Top News is rarely ever top news to me :-) However, this post gives me pause for the cause because I am looking to increase the interactions on my fan page. So this is great content for me!

    • http://xdwebsolutions.com XD Web Solutions

      I’m with you Sage; before I like a page, I literally go through the tabs to see what’s available as content. Then, if/when I visit facebook’s actual site (not very often), I sort by Most Recent because the Top News is rarely ever top news to me :-) However, this post gives me pause for the cause because I am looking to increase the interactions on my fan page. So this is great content for me!

    • http://xdwebsolutions.com XD Web Solutions

      I’m with you Sage; before I like a page, I literally go through the tabs to see what’s available as content. Then, if/when I visit facebook’s actual site (not very often), I sort by Most Recent because the Top News is rarely ever top news to me :-) However, this post gives me pause for the cause because I am looking to increase the interactions on my fan page. So this is great content for me!

    • http://xdwebsolutions.com XD Web Solutions

      I’m with you Sage; before I like a page, I literally go through the tabs to see what’s available as content. Then, if/when I visit facebook’s actual site (not very often), I sort by Most Recent because the Top News is rarely ever top news to me :-) However, this post gives me pause for the cause because I am looking to increase the interactions on my fan page. So this is great content for me!

  • http://www.wordpress.correlations.com corecorina

    A GREAT article that supports the need for companies/brands/anyone to have their own means of building membership and gathering user data.

    Facebook can be integrated into your community plans, but owning your OWN community website is the only way to control content while gathering custom info about your ‘fan base’. I work with a company that designs white label social networks that integrate seamless with with Facebook Oauth / API (and a number of other social media APIs) to help gather fan activity in one place that can be leveraged for revenue.

    The other upside is that by keeping your members engaged via Facebook but bringing them BACK to your own community site allows you to create a massive soap box where your messages are guaranteed to be heard. The Facebook newsfeed is a very poor substitute.

    Thanks for an engaging read :)

  • http://www.facebook.com/belosic Jim Belosic

    “management tools are popping up like mushrooms after rain” — I know of North Social, but what other tools are there? Can you provide some names?

  • http://www.social-media-design.com Lori Randall Stradtman

    Jay… I love you!!!!! :D Just this afternoon I’ve been having a lot of discussion around this very topic!!!

    My business is a blend of Social Media Consulting and Web/Facebook design and even I don’t believe in the fancy tabs for precisely the same reasons!

    You do, however, go deeper into the subject and provide some very compelling statistics, which I’m eternally grateful for.

    THANKS JAY!! I’m you’re newest fan. :)

  • http://www.social-media-design.com Lori Randall Stradtman

    Jay… I love you!!!!! :D Just this afternoon I’ve been having a lot of discussion around this very topic!!!

    My business is a blend of Social Media Consulting and Web/Facebook design and even I don’t believe in the fancy tabs for precisely the same reasons!

    You do, however, go deeper into the subject and provide some very compelling statistics, which I’m eternally grateful for.

    THANKS JAY!! I’m you’re newest fan. :)

  • http://www.social-media-design.com Lori Randall Stradtman

    Jay… I love you!!!!! :D Just this afternoon I’ve been having a lot of discussion around this very topic!!!

    My business is a blend of Social Media Consulting and Web/Facebook design and even I don’t believe in the fancy tabs for precisely the same reasons!

    You do, however, go deeper into the subject and provide some very compelling statistics, which I’m eternally grateful for.

    THANKS JAY!! I’m you’re newest fan. :)

  • http://www.social-media-design.com Lori Randall Stradtman

    Jay… I love you!!!!! :D Just this afternoon I’ve been having a lot of discussion around this very topic!!!

    My business is a blend of Social Media Consulting and Web/Facebook design and even I don’t believe in the fancy tabs for precisely the same reasons!

    You do, however, go deeper into the subject and provide some very compelling statistics, which I’m eternally grateful for.

    THANKS JAY!! I’m you’re newest fan. :)

  • http://www.social-media-design.com Lori Randall Stradtman

    Jay… I love you!!!!! :D Just this afternoon I’ve been having a lot of discussion around this very topic!!!

    My business is a blend of Social Media Consulting and Web/Facebook design and even I don’t believe in the fancy tabs for precisely the same reasons!

    You do, however, go deeper into the subject and provide some very compelling statistics, which I’m eternally grateful for.

    THANKS JAY!! I’m you’re newest fan. :)

  • http://www.social-media-design.com Lori Randall Stradtman

    Jay… I love you!!!!! :D Just this afternoon I’ve been having a lot of discussion around this very topic!!!

    My business is a blend of Social Media Consulting and Web/Facebook design and even I don’t believe in the fancy tabs for precisely the same reasons!

    You do, however, go deeper into the subject and provide some very compelling statistics, which I’m eternally grateful for.

    THANKS JAY!! I’m you’re newest fan. :)

  • http://www.social-media-design.com Lori Randall Stradtman

    Jay… I love you!!!!! :D Just this afternoon I’ve been having a lot of discussion around this very topic!!!

    My business is a blend of Social Media Consulting and Web/Facebook design and even I don’t believe in the fancy tabs for precisely the same reasons!

    You do, however, go deeper into the subject and provide some very compelling statistics, which I’m eternally grateful for.

    THANKS JAY!! I’m you’re newest fan. :)

  • http://www.social-media-design.com Lori Randall Stradtman

    Jay… I love you!!!!! :D Just this afternoon I’ve been having a lot of discussion around this very topic!!!

    My business is a blend of Social Media Consulting and Web/Facebook design and even I don’t believe in the fancy tabs for precisely the same reasons!

    You do, however, go deeper into the subject and provide some very compelling statistics, which I’m eternally grateful for.

    THANKS JAY!! I’m you’re newest fan. :)

  • http://twitter.com/addoway Addoway.com

    Design is important, but not as important as fan interaction through active posts and engagement back and forth. Thanks for the information Jay. Helpful as always!

  • http://xdwebsolutions.com XD Web Solutions

    Now this also begs the question: how many times do you post new statuses per day (or other frequency) to try to get them seen by more people more often (to get out of the .5% statistic)?

  • http://xdwebsolutions.com XD Web Solutions

    Now this also begs the question: how many times do you post new statuses per day (or other frequency) to try to get them seen by more people more often (to get out of the .5% statistic)?

  • http://xdwebsolutions.com XD Web Solutions

    Now this also begs the question: how many times do you post new statuses per day (or other frequency) to try to get them seen by more people more often (to get out of the .5% statistic)?

  • http://xdwebsolutions.com XD Web Solutions

    Now this also begs the question: how many times do you post new statuses per day (or other frequency) to try to get them seen by more people more often (to get out of the .5% statistic)?

  • http://xdwebsolutions.com XD Web Solutions

    Now this also begs the question: how many times do you post new statuses per day (or other frequency) to try to get them seen by more people more often (to get out of the .5% statistic)?

  • http://xdwebsolutions.com XD Web Solutions

    Now this also begs the question: how many times do you post new statuses per day (or other frequency) to try to get them seen by more people more often (to get out of the .5% statistic)?

  • http://xdwebsolutions.com XD Web Solutions

    Now this also begs the question: how many times do you post new statuses per day (or other frequency) to try to get them seen by more people more often (to get out of the .5% statistic)?

  • http://www.facebook.com/amconcepcion Anne-Marie Concepcion

    Excellent post, thought-provoking too! Even though I’m an FB Fan Page advocate … however one great tip to get your Page posts into people’s feeds and “shared” (encouraging re-sharing) is to start by sharing it yourself.

    Write the Page post, then you’ll see a Share link underneath just like any other fan of the page does. Click the Share link and write something pithy. It appears in your own personal acct. and thus to your friend’s feeds as well. I’ve found this really helps get the word out.

    AM
    (I recorded the Facebook & Twitter for Marketing title at lynda.com)

  • http://dannybrown.me Danny Brown

    “The fact is that in almost every case, the one and only time your fans visit your Facebook page is when they initially “like” the page.”

    Hmm, we must be looking at different pages, mate ;-)

    I see a lot of great interaction on my page, as well as the Bonsai Interactive one. And the ones we help create for our clients see a great amount of regular interaction, both from the brand being pro-active and the “fans”.

    I guess it comes down to how a strategy is implemented, and how invested in the page the brand is. And a lot of that comes down to how the custom tab is used as a call-to-action (again, more of that on our client pages as opposed to personal).

    I agree that the wall is the most important, but custom tabs enhance the overall experience. Invisible tabs for free ebooks, video walls, newsletter sign-ups, etc – all content marketing, all valid reasons for custom tabs.

    • http://www.convinceandconvert.com jaybaer

      I didn’t say there wasn’t interaction, but that the interaction takes
      place in the News Feed, not on your wall. Have you looked into the
      open graph for your pages? I’ll bet that the vast, vast majority of
      comments on your status updates are occuring from within the news
      feeds of your fans, rather than them coming back to your page to
      comment.

      • http://dannybrown.me Danny Brown

        I must be one of the lucky ones – the majority of interaction on my Page is via my wall. It’s more my personal profile where the feed has a bit more interaction, but on the Page, definitely wall.

  • http://www.joemanna.com/blog/ Joseph Manna

    Great insight, Jay. Absolutely, most if not nearly all Fan engagements on Facebook takes place from the News Feed, not the page itself. I’m a firm believer that engaging and interesting content that evokes a response will induce favorable results. I presume if people like a Page’s content frequently when it does appear, it will appear more often as a result.

    This was a great post showing an experiment as they tried to reverse engineer the Facebook News Feed to actually appear for others. Very interesting conclusions:
    http://www.thedailybeast.com/blogs-and-stories/2010-10-18/the-facebook-news-feed-how-it-works-the-10-biggest-secrets/

  • http://tommy.ismy.name Tommy is my name

    I always recommend creating a custom tab to help increase conversion rates.

    Getting people to come to the page by and large widely depends on the person who is administering the page. If you’re not giving people a reason to return to your landing tabs, than you can’t fault the platform, you need to take another look at your strategy, and see what those customized tabs are doing.

    For instance, one of my clients has a restaurant, we have a custom tab that has their Menu on it. We periodically remind people that the menu is available around lunch time and we get quite a bit of traffic to that tab.

    Another client has pretty active discussions in the discussion forums on a regular basis, because we tell people to go there if they want to continue the conversation after it’s cycle has passed.

    There’s a whole mess of things you can do to extend the life of your custom tabs, but it’s up to you. You need to draw attention to them, you need to give people a reason to visit your page. You have to remind people to come back to your page and visit instead of just interacting with you from their news feed.

    Does most of the interaction occur there? Yes, but only if you’re not directing people in the direction that you want them to go…

  • http://michaeljbarber.com/ Michael Barber

    Jay – This is spot on, buddy. Every marketer actively engaging on Facebook should be reading this article, but instead they are wondering about what targeted landing page to optimize and how many fans they are attracting through giveaways. Sure, fan conversion and growth is important, but at the the end of the day those fans won’t stick around or interact if you don’t give them a reason to. Sad to see this is the last rant. It’s been fun. Cheers,Michael

  • letstalkandchat

    If you’re looking for webinar software, then check out Evergreen Business System. Its perfect for marketers and let’s you automate the scheduling of your webinars, build your list, and even follow up with your webinar registrants. If you’re going to buy Evergreen Business System, then you might as well get a free bonus! So check out http://www.mikelmurphy.com/evergreen-business-system-bonus-webinar-software/ and you’ll get a great bonus that tells you how to create a webinar, what is a webinar, and a blueprint for making a successful one. None of the other people offering bonuses are offering this. Hurry in case the guy (some dude that worked on Lord of the RIngs) offering the bonus decides to pull it down.

  • aprilewilson

    This topic has been on my mind a lot. My grandfather was an ACTUAL sharecropper, and between this article and talking to my dad, I was inspired to write on the topic as well: http://www.darcynorman.net/2008/04/14/on-social-network-sharecropping/

    Great thoughts.

  • aprilewilson

    This topic has been on my mind a lot lately. My grandfather was an ACTUAL sharecropper, and given that I work in digital marketing, it’s a legacy I want to avoid. I talked about it a few weeks back on my blog here: digitalanalytics101.com/2012/01/the-deadliest-marketing-sin-most-brands-are-making/

    Thanks for the great work.