PageReach Launches First “Content Network” Built On Facebook Pages

pagereachSince Facebook launched the new version of Facebook Pages a couple of months ago, interest in Pages as a way to engage Facebook users with branded or commercial content has surged. Now, thousands of marketers are figuring out how to grow their Page’s fan base and get the most out of their Facebook audience.

One company, however, has been taking a slightly different approach. Washington, DC-based PageReach – which until now has been operating in stealth mode – has quietly been assembling a network of topic-based public profiles with the intention of building the first “content network” built solely on Pages.

Founder Dan Birdwhistell says PageReach has built a network of 75 Pages that reach over 10 million fans overall so far. One of the largest is The Beach, with over 2.7 million fans.

thebeach2

While many entrepreneurs have been thinking about Pages primarily as a way to gain access to user’s home page streams, Birdwhistell says he sees a difference between the idea of becoming a fan and subscribing to a feed.

“In general, most users become a fan of something as an additional way to articulate their identity.  For instance, someone may become a fan of ‘Pizza,’ but they don’t necessarily want to receive content from the Pizza page in their feed,” Birdwhistell says. “For users, the Pages product gives them an awesome interface (much better than Groups) to share content and connect with other like-minded users. We launched PageReach to build content and paired applications for these interest groups.”

Instead of relying purely on stream updates, PageReach is intending to monetize its Page network through a combination of sponsorships, seeding campaigns, applications developed specifically for its Page network. For example, the company has created a custom tatoo-themed application for its Tatoos page.

“Our Tattoos Page has about 1.45mm subscribers. To build more value for the user on top of our daily content and Stream posts, we built the Tattoo Gallery application to enable them to upload, rate, and browse tattoos by placement and theme.   We plan on extending this page/application model to many of our fashion, hobby, and entertainment pages,” Birdwhistell says.

In addition, PageReach hopes to help other branded Page owners jumpstart their pages by providing promotional “seeding” services to get other Pages over the initial 1,000 fan hump.

The Future of Generic Facebook Pages

PageReach is one of the first companies experimenting with building a business on top of generic, interest-based Facebook Pages. However, because Facebook’s original intention for Pages was to serve as a vehicle for official brands and companies, the future of these Pages is somewhat unclear. Facebook’s terms of service says, “Fake Pages and unofficial ‘fan pages’ are a violation of our Terms of Use,” so it’s quite possible the company will at least impose some restrictions on generic pages in the future.

We’ll of course let you know how things unfold. For now, PageReach has built one of the largest networks of Facebook Pages, and is continuing to expand it every day.

Statistics for PageReach’s Tatoos Page – Note the Gender and Geographic Breakdown

pagereachtatoos

Landing Page Views for Various Pages in the PageReach Network (the highest is around 75k/day)

pagereachpv

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Leave a Reply

8 Responses to “PageReach Launches First “Content Network” Built On Facebook Pages”

  1. DJ NightLife says:

    Many people also use these generic page under a fake pretext to promote another Page…

  2. Facebook Disables Stream Publishing for Many Large Generic Pages says:

    [...] Two weeks ago, OraBrush bought the Kisses page and its 1.1 million fans for an undisclosed sum, and others have been building Page networks as well. However, Facebook’s actions tonight have rendered many of those Pages more like [...]

  3. Lee says:

    Dan Birdwhistell should be kicked off facebook for abusing the system and spamming the people who joined the public profile. I dont see how sending out adds for online games with spyware and popup’s embedded is a very good example for facebook public profiles. Facebook are just as bad as they haven’t done anything about this to date.

  4. Dan Birdwhistell says:

    Hi again, Lee. Check your inbox – just replied to your June 12 email asking if you could advertise your handmade bikini website on The Beach page. Happy to oblige!

  5. Robert Wagner says:

    I think from a marketing perspective it might be quite a good idea, but spamming the people with irrelevant info wont work. It is sad that Facebook changed the facebook fanpage management and neglects the early adopters. They never had the same chances to get a piece of the viral effect since most people already fanned their page and therefore were not considered in the promotional loop!!!

  6. AboutFaceDigital - Facebook Marketing Agency says:

    [...] PageReach Launches First “Content Network” Built On Facebook Pages [...]

  7. Ways to spend your Social Capital | Share Anything for Everyone in the World says:

    [...] PageReach Launches First “Content Network” Built On Facebook Pages [...]

  8. Robin Krieglstein, CEO GoalTribe.com says:

    I’m seeing Facebook apps running PageReach ads already (PageReach is in the url), and I’d like to check them out as a possible ad network for us.

    But there website has been “coming soon” for weeks. (Try the link in the article.)

    Anyone know how to get in touch with them?

    Thanks in advance for any ideas.

interested in advertising with inside facebook?

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