This is the final installment of a two-part series on effective Social Media Marketing Management by FreshBuzz Media. In our first installment. we covered the basics of Social Media. Now, we'll take a step further into the real nuts and bolts of an effective social media strategy – particularly with regard to Facebook brand consistency and promotion.

Two key components of a smart Social Media Marketing Strategy

Facebook provides the perfect opportunity for your business to take advantage of all that social media offers, including getting found by and interacting with prospective customers. One great way to do this is through a branded Facebook page.  

A branded Facebook page that features custom tabs and elements that allow you to expand, amplify and consistently brand your business across this powerful new platform.

Never settle for the generic

There are many reasons why any business should have a branded presence on online media. But, specifically for Facebook, having a branded presence is key to success.

Facebook pages allow “admins” to design “Landing” pages, otherwise known as Welcome tabs. These tabs, or pages, are generally designed and implemented as the default “Welcome” tab on a Facebook page. A first-time visitor to your Facebook page will land on that tab at the first visit and will view that page first.

It provides a brand-focused location for your fans to interact, participate in discussions regarding your business, and stay informed about your business in a far more visual way than a simple Facebook “wall” will allow.

This first “Landing” part is crucial, as it conveys the business or individual’s brand, images and message (and call to action to “Like” the page) and essentially is the difference from yet another same-as-everyone Facebook wall.

The Facebook landing tab is important for a few main reasons. Without it, your Facebook page will be generic; there is no distinction between one page from another. Without it, there is no way of standing out and creating a good first impression. Without it, there is nothing clear and obvious about who you are or what you do or offer. Essentially, a Facebook landing tab gives you the opportunity for more engagement. Tip: The landing page designs should focus on direct call-to-action requesting that visitor “like” the page.

Just take a look at your business’s facebook generic wall and ask yourself, “What about our facebook wall makes me want to click on the “Like” button?”

The magic happens on the News Feed but first… you need a “Like”

There can be many goals for a Facebook landing tab/page but there is one that has to be the first and most important one: Get your visitor to click on the “Like” button. The “Like” triggers everything. Now these people will get your content on their Facebook News Feed (and are more apt to share it there than anywhere.  This is where viral starts.

If you are trying to get traffic to your Facebook page, perhaps you’re looking at this all wrong. Traffic to your Page has no value to you. You don’t own it; you don’t even own the domain. What you need is a simple “Like.” It’s like permission marketing. Think of a Twitter follower. You don’t need that person to go to your actual profile, you only need him/her to see your Tweet and for that you need that person to follow you.

It’s hard to ignore the value of Facebook for anyone, especially businesses. With more than 600 million active users and more than 180 million of those actively update their status on daily basis, you can market to quite a large audience. Studies now show that Facebook has surpassed websites and search for where people get their information.  

Plus, Facebook makes it even easier for to select the exact, targeted demographic of people you want to communicate your message to.

If that is not a good enough reason to have a branded Facebook page, there’s the benefit of paying less for advertising. Facebook’s pay-per-click advertising works just like any other system but there is one difference, which you will pay less per click if your ad is pointing to your Page rather than an outside website.

Branded facebook tabs and pages truly sets your business apart from the thousands of other businesses who accept their Facebook “wall” as social media marketing. The wall serves a great purpose for interfacing and sharing your brand, your events, your photos, etc. – it is there for communication.   

A branded facebook page simply attracts more followers and traffic. It conveys YOUR branded and media-rich experience than a generic one!  By having an engaging social strategy and effectively designed page and tabs, you can attract more people to “Like” your facebook page; you can instantly have another lead you can market to – directly to their Facebook profile newsfeed -- and essentially to your website and business!

Here are some examples of local businesses with branded pages that go beyond the ordinary:

Limberg Lasik:    www.facebook.com/LimbergLasik

Splash Café & Artisan Bakery:     www.facebook.com/SplashCafeArtisanBakery

Salon Lux:     www.facebook.com/salonlux

FreshBuzz Media is a social media marketing and design agency based in San Luis Obispo, Calif. It provides innovative social media solutions and offers every level of service from strategic consulting to full-scale, branded design and management of your social presence, campaigns and programs. FreshBuzz is passionate about helping businesses reach their audience, build loyalty and increase revenue by smartly (and cost-effectively) optimizing their online presence and marketing. Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it This e-mail address is being protected from spambots. You need JavaScript enabled to view it .