How to set up a Facebook fan page that works

I’ve been talking to several people recently about setting up a Facebook fan page, how to get more fans, and how to use Facebook effectively.

Full disclosure: Yes, I have a Facebook page, but it’s private. I use Twitter and LinkedIn for business, but I haven’t set up a page for my copywriting business.

However, I DO run a Facebook page for the same nonprofit that I mentioned in a recent post on email marketing. It’s performing well, averaging 50 new fans a day.

The first thing people ask me is what type of account is best? A group or a fan page? For me, that’s simple. A fan page. Why? A post on Mashable about the difference between Facebook pages and groups lays out the differences nicely. Here’s a summary:

Groups are great for organizing on a personal level and for smaller scale interaction around a cause. Pages are better for brands, businesses, bands, movies, or celebrities who want to interact with their fans or customers without having them connected to a personal account, and have a need to exceed Facebook’s 5,000 friend cap.

A fan page lets you grow as big as you want, send updates to an unlimited number of people, and keep the focus on the organization without revealing the administrator (unless you want to).

Okay, so once you’ve set up your account as a fan page, then what? Here are some tips:

Upload a logo or photo with a web address at the bottom. It won’t be clickable, but fans can see where to go if they want to visit your website.

Fill out your info page completely. Here you can have a clickable web address, company overview, mission, and products. You can give only what Facebook asks for or get creative and provide other information as well.

For example, in your company overview, you can list links to pages on your website, your newsletter signup form, other social media, or whatever you want.

Use FBML to create a landing page. FBML is Facebook’s version of HTML, which you can use with an application called Static FBML. This lets you render basic HTML in a box or tab on your page. You won’t find it in your default applications, but you can find it with a search in the application directory.

The idea is that instead of sending people to your wall, as most people do, you send them to a landing page with whatever message you want to provide. For example, you can give a short description of your organization and tell people to click the “become a fan” button.

This is one of those “duh” things you may not think about at first, but which can dramatically increase your Facebook growth. A landing page is just good direct marketing.

Use your tabs wisely. If you think of a Facebook page as a secondary website for your business, you’ll realize that the tabs at the top of the page are like site navigation. You can have a tab for your newsletter, a tab for donations, a tab for products, etc. How? With that nifty FBML application.

Don’t forget the sidebar. Anything you can put in your tabs, you can also put in your sidebar. A newsletter signup form fits here nicely. So does a poll (another application you can add), affiliate banner, or set of links.

Post often. The same rules apply to Facebook as any other social media. It’s all about content and interaction. Posting something every few weeks won’t cut it. Post every day or even several times a day to make sure you’re showing up in the news feeds of your fans. This can be links to your blog, product announcements, questions, news items, or anything your fans would be interested in.

Every time someone becomes a fan, comments, clicks the “like” link, or shares your post, it shows up in that fan’s news feed for all their friends to see. So “viral” is built in.

Link to your page from everywhere. If you want fans, you have to let people know you’re on Facebook. Put an icon or link in your newsletter, on your website or blog, in your email footer, everywhere.

Email and blog it. Don’t be shy. Do an email blast driving subscribers to your fan page. Post a blog about what’s happening on your fan page with an invitation to become a fan.

Send updates to your fans. This feature is a little like email. Don’t abuse it, because Facebook fans aren’t expecting (and don’t want) an avalanche of messages from you. But used wisely, this handy feature lets you update fans about your products, sales, and events.

Subscribe to similar fan pages and groups. You can buy ads on Facebook, but the consensus is that response is poor. A cheap way to reach beyond your fans and attract new fans is to subscribe to similar pages and groups and post short messages inviting people to visit your page. Don’t do it too often. And don’t be spammy.

There’s more you can do with Facebook, but this is plenty to get you started.

Is it worth it? Absolutely. I’ve found that Facebook can drive significant traffic to your website as your fan base grows. And it gives you a totally independent way to interact with potential customers or supporters.

***

UPDATE: Facebook has changed “Fan” to “Like.” So you don’t become a “Fan” of a page now, you “Like” the page.

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January 12, 2010 | Filed in Social Media

86 Comments

Comments

86 Responses to “How to set up a Facebook fan page that works”

Teena J on January 17th, 2010 5:01 pm

Thanks so much for this – great information and easily understood. Cheers
Dean Rieck on January 17th, 2010 5:16 pm

Your welcome. Let me know how these tips work for you.
Tony on January 17th, 2010 5:27 pm

The landing page is incredibly important. How on earth could visitors possibly figure out what the page is all about by reading the wall posts? Thanks for the article!
Larry Tenney on January 17th, 2010 6:17 pm

Good for you! You’re doing something right — Beth Kanter shared a link to your post via her facebook fan page!
Elaine on January 17th, 2010 8:44 pm

Thank you very much for sharing.
.-= Elaine’s last blog … Moving to Xero.com and more financial news =-.
bg on January 17th, 2010 11:15 pm

There is some misinformation and missing information in this post, as well as some solid wisdom.

If you realize that facebook is part of your communication strategy, hire a professional.
Margaret on January 18th, 2010 10:48 am

I am a novice. How do you set up your Facebook account as a fan page? Also, can you link it from your Web site?
Thanks so much.
Dean Rieck on January 18th, 2010 11:07 am

Margaret:
After you open a new account, you’ll have the option to set up the page. Here’s a link:
http://www.facebook.com/pages/create.php
eONs on January 18th, 2010 12:44 pm

Thanks for the great sharing.Learn lots from here.
.-= eONs’s last blog … Karnival Telefon Bimbit @ Econsave Pandamaran | Malaysia Sale =-.
Greg Vining on January 18th, 2010 2:16 pm

This is great advice. Facebook is one area I need to get more knowledgeable in. It can be a great tool, if you know how to use it properly. Thanks for the quick lesson.

Greg
Brian Altenhofel on January 18th, 2010 3:57 pm

While most of the information is good, something to remember is that sometime early this year, Facebook will be reducing the width of application tabs from 760 pixels to 520 pixels. That is a 30% reduction in usable space, so it is probably best to wait until the rollout to create any custom tabs unless you have some pressing issue that justifies it.

Also, Boxes will be removed soon, which makes using Static FBML in the sidebar moot.

Brian
.-= Brian Altenhofel’s last blog … Are You Ready for Facebook’s Upcoming Changes? =-.
Dean Rieck on January 18th, 2010 4:39 pm

Brian:
Do you have a link for that? I can do an update when or if this happens.
Jeff Speigner on January 18th, 2010 6:55 pm

Thanks Dean, this has cleared up much of my confusion about fan pages. I have one for the non-profit I run, but it’s associated with my personal account. That’s not really a problem, but getting to the fan page to update is cumbersome. I must always do a search to navigate there. Would setting up a new fan page in a new account help with this problem? Appreciate your work here.
.-= Jeff Speigner’s last blog … Workshop 3, Day 6, 7 – Preparing and Presenting =-.
Dean Rieck on January 18th, 2010 7:05 pm

Jeff:
I was in the same situation. I help run a non-profit and wanted a fan page. In my case, I didn’t want my personal account associated with the fan page, so I set up a separate account. Every page must be set up by an individual, but with a fan page the administrator can remain hidden (as opposed to a group, where the administrator is displayed).

As for “finding” the fan page, I became a fan of the page with my administrator identity so when I log in, I can just click on the latest news item to go to the page. I don’t know why Facebook just doesn’t provide a link to your pages, but this workaround is only one click.
Steven van Vessum on January 19th, 2010 9:22 am

Great summary! Especially the difference between a fanpage and a group is good to distinguish. I’ll keep this in mind while setting up my own fanpage! Thanks!
Chris on January 19th, 2010 2:34 pm

I had no idea that you could create a custom landing page with FBML. *Facepalm

Of course I’ve seen cool landing pages, but they were always for big companies who I assumed had some sort of special privileges.

Just added a bunch of stuff to my todo list. Thanks a lot.

Fort Wayne Web Design
.-= Chris’s last blog … The Best WordPress Form Plugin: Gravity Forms =-.
Michelle Damico on January 19th, 2010 11:39 pm

Really great information. Thanks for taking the time to write this!
Jeff Speigner on January 20th, 2010 2:00 pm

Dean, thanks for the response to my comment. That will help me keep closer tabs to what’s going on. By the way, if you want to check out what’s happening there you can follow this link: http://www.facebook.com/pages/Design4Kids/56181959976
Satish Talim on January 22nd, 2010 4:59 am

Dean thanks for the tips. I just set up a landing page for my Facebook fan page using FBML and HTML:
http://www.facebook.com/rubylearning
.-= Satish Talim’s last blog … Patrick McKenzie Winner RPCFN #5 =-.
matt sudol on January 22nd, 2010 10:18 am

Great post – really enjoy your perspective.
I have been working on our FB page and wanted your feedback on optimizing discovery of our page through FB. I originally set up our Fan Page’s name with our not-for-profit’s acronym (NYCEDC) and I am regretting that I didn’t spell it out completely (New York City Economic Development Corporation). I feel like if I did spell it out in the title it would help FB users searching for economic news/info relating to New York City – any suggestions?
Dean Rieck on January 22nd, 2010 12:33 pm

Matt:
That’s a long name for the organization, but I agree that spelling it out would be best.
matt sudol on January 22nd, 2010 3:34 pm

Does anyone know how to edit your name after you have already had a fan page live for 4 months? I thought once it was live, it was too late to edit it? Thanks!
.-= matt sudol’s last blog … NYCEDC President Seth Pinsky joined the East Williamsburg Valley Industrial Development Corporate to cut the ribbon on their second industrial facility in North Brooklyn. The 3,000 square-foot facility will provide affordable space to small manufacturers and create approximately ten jobs. To learn more about the ways we are helping the manufacturing sector, check out: http://bit.ly/NYCEDC_ManuIndust =-.
ram dutt on January 29th, 2010 12:58 pm

Thank you for sharing. Well organized with enough information. Very useful. Will share with our readers.
.-= ram dutt’s last blog … How To Create Your Business Cards using MOO =-.
Hitesh on February 3rd, 2010 1:23 pm

though i have one fan page on FB …but didn’t knew how to use it effectively………….will be using the tips….hope to see some good results.
thanks
.-= Hitesh’s last blog … Smiley Face =-.
Mads on February 5th, 2010 1:49 am

nice tips. really helpful…
i’ve added tab applications i made to my pages… i used FBML and FBJS for this
check them out…

http://www.facebook.com/boysruletheworld

http://www.facebook.com/girlsruletheworld
Roy Williams on February 6th, 2010 10:37 pm

Thanks so much for this clear, concise information to setup a Fan Page on Facebook. I especially like the suggestion for a landing page which will be my next task.
Shaina on February 8th, 2010 5:45 pm

I entered a name for my fan page but it won’t work!:( It’s not a business or band or whatever though. I would do it as a group but I want to be able to post updates.
jess on February 14th, 2010 5:22 pm

how do i set up aaccount
Dean Rieck on February 14th, 2010 7:54 pm

Jess:
Just go to Facebook and sign up. http://www.facebook.com/
Allison on February 16th, 2010 11:24 am

Your information is very helpful! But, I do have one question…

I already have a personal account on Facebook and would like to add a Facebook Page for business. And I would definitely not want to have the two mix. I’ve found the following related info on Facebook…

“Please keep in mind that the fans of any of the Pages you administer will not have visibility or access to your personal account or profile. Any actions that you take as a Page administrator on your Page will show the Page’s name as the actor and not your personal name.”

This is wonderful, but what about the reverse? I would really like to keep it totally seperated. Would my personal friends be able to see the Facebook page for my business?
Dean Rieck on February 16th, 2010 11:57 am

Allison:
When you create a “page,” your personal account and the page are not visibly related. So your friends would only see the page if they decided to become a fan. They wouldn’t necessarily know it’s your page unless you told them. So that’s about as “totally separated” as Facebook allows.
jennifer prevost on February 16th, 2010 1:57 pm

Do I have to set up an Ad in Facebook to set up a fan page?
Dean Rieck on February 16th, 2010 2:29 pm

Jennifer:
No. Ads and pages are not related. Anyone with a Facebook account can set up a fan page. If you have a personal account set up, you can start here: http://www.facebook.com/pages/create.php
Rachel on March 3rd, 2010 5:59 am

Very helpful article, thanks.

To ‘bg on January 17th’ – not helpful lol.
Fanpage on March 5th, 2010 9:40 am

Why Facebook Fan Page?

In the Era of Social Media where facebook and twitter took place of every marketing mechanism over the internet, People are now spending more time over these social media platforms and your pressense on these social platforms will give you some major benifits like:

Promote your business/product amongst 10+ million users base

Connect directly with your fans

Drive Traffic and profitability

Impress your clients/customers with videos, photos, links and more.

View Sample = http://www.facebook.com/brandegg?v=app_6009294086
Meghan on March 8th, 2010 2:45 pm

How do you add things to your sidebar?
Dean Rieck on March 8th, 2010 3:07 pm

Meghan:
As an example, this shows how to add a profile box to your sidebar: http://www.webdesignideas.org/2009/04/23/adding-custom-html-box-to-my-facebook-profile/

It works pretty much the same way to add any other application to your sidebar.
Grady Polcyn on March 10th, 2010 2:56 am

This was so good, thanks for writing it. I just started my Fan Page today and this was really helpful.

Do you have any FBML instructional blogs on how to get started making a decent landing page?

Thank You.
.-= Grady Polcyn’s last blog … Reading @ChrisBrogan ’s Post: http://www.chrisbrogan.com/my-love-for-blogging – See if I can pick up a few things =-.
Allison on March 16th, 2010 6:45 am

Thanks for answering my earlier questions. I’ve set up my page and have published it earlier in the week. I also added an FBML box to link it to Google Analytics for tracking and am waiting to see how this will work. Here’s my page http://www.facebook.com/pages/Lecie-Gallery/301608373343

THANKS!
Angela on March 23rd, 2010 6:39 pm

Great article! I have a question that I can’t seem to find an answer to. Is there a way to have my page become a fan of another page? I see that there is an option to “add to my page’s favorites” but that doesn’t put my page on their list of fans.
Thanks!
Dean Rieck on March 23rd, 2010 7:53 pm

Angela:
Not that I know of. I think the idea is that only people can be fans. Pages can’t be fans.
Nick Stamoulis on March 26th, 2010 11:38 am

Facebook has and will continue to grow and become a major forum for advertising businesses. So agreed, setting up a Facebook Fan page that works is essential! If done right Facebook can be one way to give your business exposure. Great article, easy to read and understand!
Maciej (ma-chi) on March 29th, 2010 6:20 am

I still see big brands that are missing the boat completely by not utilizing the Facebook fan page like they should be. It is a really powerful source of marketing that should go overlooked.
.-= Maciej (ma-chi)’s last blog … Don’t Be Hyper with Internet Marketing =-.
craig on March 29th, 2010 11:02 am

hi dean, i want to setup a fan page for facebook but the name is too long, ive seen pages with longer names and i wonder how did they do it. any advice?
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George on April 21st, 2010 11:58 pm

I have a very basic question. When I try to share somethng from our website to our FB fan page, instead it posts to the profile I had to set up to create the FB Fan page.

How do I get the items instead to post to the FB Fan page?
Russ on April 22nd, 2010 8:42 am

Have a nice fan page….having trouble logging into it on my phone. How do you log into just the fan page without logging into your personal page? I want to be able to use the app for the Fan Page, and not my personal page…..I cannot log into just the fan page and operate….please help!
Dean Rieck on April 22nd, 2010 10:15 am

George,
Easiest answer: use HootSuite. It lets you post to your personal page or fan page.
Dean Rieck on April 22nd, 2010 10:16 am

Russ,
You can’t. Your account is your personal page. You have to log into that to run the fan page.
Lisa on April 22nd, 2010 11:19 am

Now I’m really confused… I always thought that a group page was an OFFICIAL page for an organization, band, etc.. This would be the ‘go to’ place to find all the current happenings for that particular group. And I thought fan pages…were just that..a page for fans of a particular group. For example…There could be 100’s of fan pages for a particular celebrity but just one Official group page where all the official information comes from. I thought Fan pages are set up by fans not someone affliated with the group (I guess they could be affiliated but in most cases it’s just a fan starting a open forum to discuss their favorite celeb or something).

I’ve been searching this topic for hours and I keep reading mixed information.. I have a headache! lol! I have to make a decision whether to start a fan or group page for a non-profit organization. After all the reading…I thought I had figured it out (i was going to start a group page) but I clicked on this link and now I’m back at square one! lol! arg. If all this info, is in fact correct…then a fan page seems to make more sense.
Dean Rieck on April 22nd, 2010 11:27 am

Lisa,
I’ll make it easy. Start a fan page. Unless you want tight control over the page, a fan page gives you far more flexibility.
Lisa on April 22nd, 2010 12:27 pm

Dean, I just might… but I’m still skeptical Are these my only page options..Profile, Group, Fan or Business? When I was admin for my son’s band fan page, it drove me a little nuts that I couldn’t respond to posts as ‘Myself’…I’d always appear as the band name. Is there a setting for that I might have overlooked? Another problem I can see is that as a fan page you can’t be-friend others. So that would eliminate the possiblitly of networking. for example..it would be great for my son’s band to be “friends” of local clubs/restuarants/promoters etc. but they don’t have that option on a fan page. I guess they could invite them to be fans..
Sorry…. I know I’m over thinking this. But our organization is making a big move and want to get the word out. We’re embarking on a capital campaign and have sumbitted a propsal for the pepsi refresh contest in May. I just want to reach as many as possible and be able to have adequate communication.
Dean Rieck on April 22nd, 2010 12:38 pm

Lisa,
It’s good that you’re considering all the options. But you can’t have it all. Again, I suggest the fan page. A fan page will give you more options to reach people than any other choice.
Yorkshire Web Design on April 25th, 2010 7:41 pm

Great article, thanks for putting together. Ted
Ted Thompson on April 27th, 2010 9:26 pm

Helpful article, thanks for sharing!
Pat Sievers on April 29th, 2010 12:29 pm

Does a person need to set up a personal fan page before setting up a business page?
Dean Rieck on April 29th, 2010 12:37 pm

Pat,
You have to set up a personal page from which you can administer one or more fan pages.
RIk Abel on May 3rd, 2010 7:27 am

Great article, very informative – I’m slightly surprised you don’t seem to have any ’share links’ so that I could share it on facebook (or did i miss them?)
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Greg on May 5th, 2010 2:19 pm

Dean,

I’m interested in creating a landing page for my FB fan page. Do you have any instructions on how to create a landing page?
Dan on May 15th, 2010 12:39 pm

I created a page for our business thru my personal FB page. Is this the correct way to set up a Fan page for your business or should it be set up as its own seperate FB account? I believe the way it set up currently I I make a post from it will go to my personal wall post..any ideas? thanks
Dr. Hodari on May 15th, 2010 1:13 pm

Greetings:

Clearly written, effective article. Question: Is there a way to change the order of the boxes on the sidebar; and/or to change the order of the tabs on the FB fan page?

One other suggestion: Use a “pretty” username for fan pages.

http://www.facebook.com/LifelinesTheBlackBookOfProverbs
Dean Rieck on May 15th, 2010 5:45 pm

Dr. Hodari,
You can change the order of boxes you create by dragging them, but not the default boxes. As for tabs, I’m not sure. I think you can change the order of those your create by creating them in the order you want. But they don’t seem to be draggable.
Dean Rieck on May 15th, 2010 5:46 pm

Dan,
That’s the only way to create a fan page. FB wants you to have only ONE account. If you create another one, you could end up getting banned. FB’s wrath is swift and unforgiving.
Liam Kiggen on May 23rd, 2010 9:17 am

Is there any way to share or post something direct to my business/fan page? When I try this it just goes straight to my personal page and all my personal friends think I am nuts and spamming.

Earlier in your reply to George you mentioned something about this (April 22)
George,
Easiest answer: use HootSuite. It lets you post to your personal page or fan page. can you elaborate?
Googled this and it just brings up something about a twitter client
Thanks
Dean Rieck on May 23rd, 2010 6:24 pm

Liam,
To post to your fan page, you just go to your fan page and post. If it’s posting to your personal page, then you need to adjust a setting in Facebook. I was having the same problem and tinkered with the FB settings to correct it. As for HootSuite, it lets you post to Twitter, Facebook, LinkedIn, and a couple other social networks. I highly recommend it.
Katie on May 24th, 2010 3:04 am

Thank you! I have a fb “page” but when I make a post to the wall it does not show up on the fans pages to allow them to see what I am posting. How do I get my fans to see those updates? I’m not seeing it on my person account so surely they aren’t either right?
Liam Kiggen on May 24th, 2010 4:24 am

Just signed up for Hootsuite – very good. thanks

But my actual question related more to being able to post direct to my FB fan page when, for example, I click on a 3rd party FB Like button or a FB Share button.

When I click on either of those always posts to my personal wall which is not good.

Cheers
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Alexander Stax Hepburn on June 8th, 2010 7:57 am

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Aahna on June 16th, 2010 7:32 am

hey really very very thanks for this step by step guide, now i am going to create a fan page for my site thank u
Byron Levey on July 5th, 2010 6:15 am

Totally awesome post and have been looking for someone to just tell me how it is and what the best and simplest way is to setup a FaceBook Fan page. Going to get onto it immedaitely tonight. Exciting stuff and thanks again for the great post!
Tiffany Marlow on July 15th, 2010 3:45 pm

Liam Kiggen on May 24th, 2010 4:24 am
Just signed up for Hootsuite – very good. thanks
But my actual question related more to being able to post direct to my FB fan page when, for example, I click on a 3rd party FB Like button or a FB Share button.
When I click on either of those always posts to my personal wall which is not good.
Cheers

Liam—I have the same exact question and cannot find the answer anywhere online!!! Someone please help.

I figured if i opened my fan page and then “liked” or “shared” someone elses posts that it would go to my fan page but is not!!!
Dean Rieck on July 15th, 2010 5:43 pm

Tiffany,
I don’t have an answer for that question. It seems to me that you can’t do what you’re wanting to do because a page is not a person, so a page can’t like something. Only a person can like something. But if you find out differently, please let us know here.
Liam Kiggen on July 16th, 2010 3:57 am

Agreed with Dean. Researched this further and no way could I find how to post direct to a facebook page. Its not what FB want, they want real people liking things not virtual sites.. sadly.
Richard A. Lewis on July 17th, 2010 1:55 am

This is a very informative article. I don’t know if it is still as affective today with all the changes Facebook has been making, so an update might be needed soon.
Dean Rieck on July 17th, 2010 2:21 am

Richard,
Facebook has made many (annoying) changes, but most of this article is still good. “Fan” has been changed to “Like.” But many people still use the word fan.
Lisa Austin on July 22nd, 2010 9:23 am

Where do you go to set up a fan page Im so confused…lol
Claire S. on July 26th, 2010 1:59 pm

For some reason my page allows people to post comments and start discussions. I don’t want feedback!!! Lots of reasons why, including not being able to monitor it regularly. I looked at the settings and the checkbox is not checked next to allow posts, so what the heck? Frustratingly, I emailed FB about this months ago, several times later to follow up, and even mailed an old-fashioned letter to the corporate office. No response, problem still exists, I’m getting mad.
Dumpster Rental on July 27th, 2010 9:50 am

Setting up a fan page has become more difficult then it used to be. Consider a business page if you are trying to promote a business and stay in touch with your customers.
Dean Rieck on July 27th, 2010 11:09 am

Dumpster Rental,
A business page and fan page are the same thing. They’ve just stopped calling them fan pages recently.
Jerry on July 28th, 2010 10:56 am

My son passed away a few weeks ago and we have decided to keep his personal Facebook page up and running for all his friends to continue to visit and look at photos/videos etc. We have also created a scholarship fund and would like to use FBML to add a PayPal button on the personal page but apparently can’t do this unless I have a Fanpage. How do I allow all his friends to visit the personal page and contribute to the cause? Do I create a Fanpage? How do you advance from the personal page to the Fanpage? I’m a novice at this obviously.
Dean Rieck on July 28th, 2010 11:45 am

Jerry,
Just add a link or use the PayPal graphic with a link via html right on the personal page. I don’t see why you would need a fan page to link from a personal page to a PayPal form. Maybe ask one of your sons friends who know more about these things to do all this for you. It is not complicated.