Though it’s important to register an account on multiple social media platforms, companies must do more than simply maintain a steady presence and gradually grow their followers. Outgoing messages must be consistent yet diverse, and any opportunity for brand transparency allows clients and curious onlookers to not only get to know your product, but you as well.
However, social media audiences are quickly bored by generic templates, and Facebook’s constantly changing algorithms are pushing companies to engage their fans in new ways, rather than just collecting them. Fan Pages are the place to create a buzz about your brand and sustain it among your current and future followers…at a potentially exponential rate.
“We're hunting for awesome startups”
Run an early-stage company? We're inviting 250 to exhibit at TNW Conference and pitch on stage!
I asked a panel of successful young entrepreneurs the following question:
“What known brands are doing something incredibly innovative and out-of-the-box with their Facebook Fan Pages?”
Here are a handful of brands that have turned their Facebook Fan Pages into an innovative marketing platform:
1. Under Armour
“Under Armour ran a contest for high schools to submit their school and share “how they overcame adversity and tragedy.” Over 600 schools applied and the winner received over $140,000 in UA gear and apparel for their athletic teams. Such a great way to get communities involved, spread the word about the UA name and one cool way to give back.”
2. Say it with OREO
“This campaign takes some of the simple things we say every day and injects the OREO brand into them. Instead of a simple “Happy Birthday,” you can send an OREO cookie with candles along with a personal message. Looking for a fun way to say “Love You” for Valentine’s Day? Send a “Love You” OREO, which has a heart engraved in the cream inside.”
“Wendy’s “Wear the Beef” campaign allowed fans to play a bunch of simple games in which Wendy’s promoted what makes their burgers better, and rewarded customer’s at the end with a free T-shirt that will help to further promote the brand.”
4. The National Hockey League
“The NHL has done a great job of creating ways for fans to bring content back to their own profiles (as well as promote their favorite teams). In particular, the ability to create a custom banner with your profile picture is a great way to connect with new people.”
5. Rimmel Canada
“The popular cosmetics brand Rimmel has been surprising their Canadian “likers” with a free full-sized tube of mascara in the mail. Their Facebook wall is filled with words of gratitude from happy fans, and word of mouth is spreading about this unusual tactic.”
6. Ben & Jerry’s
“Ben & Jerry’s Facebook Fan Page pulled off a buzzworthy and innovative campaign to promote their “Flipped Out” ice cream: they created an application that allows you to flip the text on your status updates, creating the question among your friends, “How did you do that?” Of course, the answer points right back to Ben & Jerry’s Fan Page.”
7. Gary Vaynerchuk
“Gary Vaynerchuk (aka Gary V) has a Facebook Fan Page that is, in my opinion, one of the best uses of the space for a personal brand. It takes us through his history, which is a perfect way to bring new fans up to speed on who Gary is and what he does, and allows old fans a chance to learn more. It is personal, yet it also brilliantly links visitors to products and services of interest.”
Liked this? Also read: 5 tips to increase engagement on your Facebook Page.
Everett Collection via shutterstock