Friday, August 5, 2011

The Changing Face of Corporate Facebook Landing Pages

As businesses get more involved in using social media, they are starting to redo their landing pages, or places where you enter their ecosystems on Facebook, Twitter et al. It could be a good time to brush up on your Facebook Markup Language and other techniques to not just pretty up the place, but provide solid information as well as calls to action for your visitors.

What can you put on these pages? Lotsa stuff. Anything that you can code up in HTML can appear here, including forms (sign up for our weekly newsletter), lead generation, polls, playing the latest video news item, a link to all the other social media accounts of the company, clickable images, and links. Some of the pages can be very elaborate and a welcome change of pace from the blue and boring standard Facebook layout.

To get started, take a look at this post from Social Media B2B blog. The post lists several criteria on how to judge the effectiveness of these pages, including:

  • Does it have a link to the Like button? This shows the critical mass and community interest.
  • Does it have a call to action to some other place within Facebook? You can link to event calendars, newsletter subscriptions, and other product pages.

  • Does it have a call to action elsewhere that is trackable?For example, to download white papers or marketing collateral.

  • Does it contain links to other social media profiles? This would be a good place to put your directory of corporate Tweeters, for example.
  • Does it have video or some other visually engaging item?Something to catch the eye and keep the visitor around for a few more seconds.

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