Facebook Fan Pages: Redirect the Spotlight Onto Passions

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Recently, I seem to have had this conversation time and time again with businesses, individuals and consultants who are beginning to take Facebook seriously as a place to peddle their wares, so I thought I’d immortalise it here for future reference.

Facebook started as a way to network students of a single college together, with a firmly teen-to-early-20’s audience. In recent years, my mom (and probably yours too) has joined and the average age of Facebook user is on a steady increase. It can no longer be dismissed as “kids’ stuff” by businesses who have a direct to consumer audience, hence the many discussions about creating fan pages.

The problem with creating a fan page for your business is that, unless your brand is incredibly sexy & fun, nobody wants to be a fan of it. I’m lucky to have a great local baker & cake maker, but would I really want to be a fan of her business on Facebook? And what good would come out of me becoming a passive fan?

Facebook can facilitate something much greater than just the digital equivalent of a bumper sticker promoting someone’s business.

Facebook gives these business owners the opportunity to be an authority on something they’re passionate about. Taking the example of the cake maker, she would no doubt get much more participation from her customers if the fan page was for cake lovers, for example.

Lead the conversation

Encourage fans to talk about the best cakes they’ve eaten, the cutest cupcakes they’ve seen, the failed homebaking attempts (we all have them, don’t we!?) and the healthy alternatives for those weeks where we need to eat a bit lighter.

Share recipes and tips

Realistically, no skilled baker will lose business over this, as we’re all too busy or lacking the skill to make the kind of cakes we’d buy from a real cake artist!

Listen to hardcore cake fans

What do they want? What occasions do they buy cakes for? Even if the fans aren’t local, this is a goldmine of information which can help a perceptive business owner plan future promotions.

Bonus: You’ll have more fun

Best of all, taking this approach will make content creation much easier and enjoyable than trying to keep it solely focused on your business. You’ll be recognised as a cake-baking authority (or whatever your business may be) yet not be known as the navel gazer who only talks about your own products!

By celebrating a shared passion rather than simply asking people to be a fan for the sake of accumulating numbers, you’ll find that your Facebook fan page will have much more interaction and that people far beyond your existing customer base will join. Go out, have fun and talk about things you’re passionate about.

[Photo credit: Super Mario Brothers Nintendo Cupcakes by clevercupcakes on Flickr, Creative Commons license]

4 responses to “Facebook Fan Pages: Redirect the Spotlight Onto Passions

  1. Paul M

    your cupcake photo is taken from flickr and it says its licensed under non-commercial creative commons, and you could argue that your site, branded as “social media marketing”, is a commercial venture

    😛

  2. Fab Blog! Thank you on behalf of a newcomer to blogging and a frustrated Facebook user who sees it potential without knowing how to leverage it.

  3. HARVEY

    I see Twitter and other platforms like it taking over the conversation from sites like Facebook, Myspace etc. from a corporate perspective. There are a lot of applications, customer service, recruiting, brainstorming and brand management. I see a lot of my clients are becoming more interested in tools like Twitter. Great article thanks!

  4. thanks for the article, is very useful.

    Like it or not we are seeing a move from SEO obsession and Twitter frenzy towards Facebook in the social media realm.

    Being able to leverage a facebook group will become a must have for any marketer pretty soon and it already gives an advantage to any seasoned marketer.

    All the best

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I'm Véro - a crafty, knitty, spinny gal who enjoys making (and drinking) a cocktail or three. If you've stumbled here, you might enjoy browsing some of my older posts with the tags over to the right or finding out more about me.

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