1. OBJECTIVE what your primary purpose is for your Facebook page. EG: raising brand awareness, enhancing customer service, building database, driving traffic back to your web, create a community!
  2. DESIGN Once you’re clear on the objective(s) of your platform, the design needs to reflect that. IE: email subscription on page if objective is to grow database!
  3. CONTENT Ideally you’ll have an editorial guide (or content matrix) which includes a plan for publishing a mix of updates, photos, videos, and links. Itʼs best to publish a mix of your own content and what I call “OPC” (other peopleʼs content).
  4. PROMOTION  Now you’ve built it and need to ensure “they come!” widgets on website, like buttons on newsletters, email signatures, newsletters, landing page, tag photos, facebook ads, link to twitter, print material and self promo!
  5. ENGAGEMENT you’ll need to allocate resources to ensure your Facebook page is being monitored and moderated—if not always by you, then by your team. If one of your objectives is to enhance customer service, you’ll want to be prompt in responding to fansʼ comments and use a personal, approachable tone.
  6. CONVERSION Now you must have a strategy in place to convert your fanbase to paying clients or customers. Perhaps you’ll offer a special event (live or virtual), coupons, discounts and other incentives to give your fans a strong call to action. The bottom line is to let your fans know exactly what you want them to do. And pace your offers.