Successful Facebook Pages seem to make use of customer interaction and feedback to instigate conversations and on products & services. Facebook users generally agree that the Pages they enjoy being fans of follow two simple rules:
1. DON’T update too much
I assume you want a Page so that your brand or product or service could be virally marketed using Facebook’s news feed to the “fans” of your Page. But most fans will use the Hide function in their feeds to ignore your posts if they are too frequent. (Note that many Facebook users will Hide your news items rather than Unsubscribe from your feed, which means if you only look at low unsub numbers you may assume lots of people are still reading your posts when in fact they are not). So post just enough to keep people curious about your promotions, new products, events, etc. Don’t forget that in Social Media, the user can turn you off in a variety of ways. Doing one good post per week is a good benchmark. Also, don’t auto-post to Facebook from other sources like a blog or Twitter which users can already follow.
2. DO provide content unique to Facebook
Consider how a fan’s interaction with your Facebook Page can be different from what they can get on your corporate web site. If the Facebook page has no compelling unique content, then is it at least more interactive? (e.g. can I give feedback and get replies more easily than on your website’s Support page?) If it isn’t highly interactive, then can I get useful content there I can’t get anywhere else? (e.g. coupon codes or contests).
