5 Tips to a Better Facebook Page

Integrating Facebook into marketing efforts is a great way to build your brand, interact with consumers and drive sales. It’s no accident that the most successful retailers have a strong presence on Facebook, many with more than 1 million fans. When we analyze the practices of the top retailers on Facebook (Starbucks, Target, Victoria's Secret, Kohl's and Wal-Mart), we find approaches that ensure success.

1. Pay attention to the social aspects of Facebook. Successful brands realize that Facebook isn’t just another website — it’s a place that’s centered on the conversations that consumers have with friends and family. If the content you post on Facebook isn’t worth sharing, it’s not going to have much of an impact. Whether creating content to post on Facebook or creating a custom application, make everything social at the core.

2. Participate authentically. The top brands on Facebook participate in ways consumers see as authentic. Your tone should be warm, cordial and professional. If your posts look like they came from a press release, consumers will ignore your page. Successful retailers ask questions, offer tips and respond authentically to feedback.

3. Share information that takes fans behind the scenes. Your customers are a fan of your page because they want to hear from you. Chances are there’s a lot of information you could share for very little cost. Get to know your customers well and offer content they'll appreciate. Enthusiasts love it when you share photos from events, backstage videos, insider news, helpful tips, etc.

4. Tie back your Facebook efforts to overall marketing campaigns. It’s easy to set up a Facebook page, but it takes some effort to strategically integrate that page with your current marketing campaigns. Create compelling profile pictures and update wall photos with each campaign. In addition, follow an editorial calendar to make sure there’s an ongoing flow of compelling news and information to support each campaign.

5. Dedicate resources to make Facebook work. The best brands on Facebook have dedicated resources to regularly post content, monitor conversations and participate in discussions. Some marketers spend as little as 30 minutes a day on Facebook, while others have full-time teams. The most successful brands on Facebook carefully plan their strategy and regularly measure results.

Check out the photo box above for the top five retailers on Facebook.

John Porcaro is director of social media for Metia/Seattle, a global digital marketing agency. John can be reached at John.Porcaro@metia.com.