Facebook Marketing Showcase: Luxury Car Brands Look To Drive Fans Right To The Showroom

Facebook Marketing Bible  


Facebook’s 800+ million membership includes users from all demographics and incomes, and luxury car manufacturers can reach customers new and old with a well-managed Facebook Page. By combining striking visuals and eye-catching design alongside innovative tab customization, supercar brands can drive fans to Facebook and into their showrooms.

In this week’s Facebook Marketing Showcase we’ll be looking at some of the major luxury car manufacturers on Facebook.

BMW

Founded in 1917, BMW is a German automobile, motorcycle and engine manufacturer that employs over 95,000 people around the world. BMW is the parent company of Rolls Royce and also owns and operates the Mini brand.

Facebook Page: http://www.facebook.com/BMW

Overview: BMW’s Facebook Page Wall is highly-engaged with new posts from BMW often receiving thousands of Likes and comments. Curiously, especially for such a big-name brand, the Wall is not moderated and is littered with spam and off-topic posts. Customized tab functionality is fairly basic.

Customized Page Tabs: 4 – Make It Yours (landing page), BMW worldwide (showcase for all the BMW pages on Facebook), BMW TV (video), Imprint (legal information)

Likes: 6,844,433

Like Accumulation: 3,500/week

Fan Reward/Incentive For Liking The Page? No

Does The Page Support Check-Ins? No

Update Frequency: 4-5 posts per week

Can Fans Post On The Page Wall? Yes

Is The Page Moderated? No

Ferrari

Founded by Enzo Ferrari in 1929, Ferrari is an Italian sports car manufacturer that has had great success in motorsport and with its desirable range of supercars. Ferrari employs around 2,700 people globally.

Facebook Page: http://www.facebook.com/Ferrari

Overview: The Ferrari Facebook Page only uses a single customized tab to entertain fans, but makes up for this with a very higher number of Wall posts, often updating several times in a single day. New posts receive thousands of Likes and a good number of comments, although the Wall is littered with spam and off-topic contributions.

Customized Page Tabs: 1 – 458 Spider Special (landing page/showcase)

Likes: 5,350,158

Like Accumulation: 3,500/week

Fan Reward/Incentive For Liking The Page? Liking the Page unlocks content, including videos and photos

Does The Page Support Check-Ins? No

Update Frequency: 10-15 posts per week

Can Fans Post On The Page Wall? Yes

Is The Page Moderated? No

Mercedes-Benz

Founded in 1886, Mercedes-Benz, a division of Daimler AG, is a German manufacturer of automobiles and other motor vehicles. Since inception, Mercedes-Benz has maintained a reputation for quality, style and durability.

Facebook Page: http://www.facebook.com/MercedesBenz

Overview: Mercedes-Benz employs a range of different customized tabs to engage visitors to their Facebook Page, and fans respond in kind, with new Wall posts receiving thousands of Likes and hundreds of comments respectively. The artwork isn’t perhaps as stylish as one would expect from Mercedes-Benz, but overall this is a pleasing experience.

Customized Page Tabs: 8 – Welcome (landing page), Products (showcase), Infotainment (music), Apps (mobile and Facebook apps), Advent Calendar, Drive & Seek (game), My Country (contact information), B a friend (

Likes: 4,340,562

Like Accumulation: 5,000/week

Fan Reward/Incentive For Liking The Page? No

Does The Page Support Check-Ins? No

Update Frequency: 6-8 posts per week

Can Fans Post On The Page Wall? Yes

Is The Page Moderated? Yes

Porsche

Founded in 1931, Porsche is a German-based holding company that has investments in the automotive industry, notably in its range of sports cars and its 2009 integration with Volkswagen AG. Porsche employs over twelve thousand people worldwide.

Facebook Page: http://www.facebook.com/porsche

Overview: Porsche utilizes a number of different customized tabs on their Facebook Page to entertain fans, and they recently celebrated reaching two million Likes by asking fans to vote for a new design of car. New Wall posts from Porsche typically receive thousands of Likes and hundreds of comments. Overall, this is a well-managed Page and a slick experience for fans.

Customized Page Tabs: 6 – Welcome (landing page), 2,000,000 (poll), Porsche Poll, Design Your Porsche, Everyday Amazing (app), Carrera GTS (app), Legal Notice (Page T&Cs)

Likes: 2,102,421

Like Accumulation: 700/week

Fan Reward/Incentive For Liking The Page? Liking the Page unlocks additional content.

Does The Page Support Check-Ins? No

Update Frequency: 4-6 posts per week

Can Fans Post On The Page Wall? Yes

Is The Page Moderated? Yes

To check out more luxury campaigns that are doing a great job targeting one of Facebook’s key user segments, check out the Facebook Marketing Bible, Inside Network’s guide to marketing and advertising on Facebook.

Facebook Marketing Showcase: Cosmetic Brands Want To Get You All Made-Up

Facebook Marketing Bible  

One of Facebook’s largest and most enthusiastic subsets is the 18-35 female demographic, and cosmetic and skincare companies around the world have embraced the marketing and customer-liaison opportunities offered by Facebook Pages. With strong visuals, innovative product showcasing and heavily-customized tab functionality and applications, cosmetic manufacturers can use their Facebook presence to raise brand awareness, drive traffic and boost sales.

In this week’s Facebook Marketing Showcase we’ll be looking at some of the major cosmetic brands on Facebook.

Clinique

Founded in 1968 and with headquarters in New York, Clinique is a manufacturer of skincare, cosmetics, toiletries and fragrances, and wholly owned by the Estée Lauder Corporation.

Facebook Page: http://www.facebook.com/clinique

Overview: Clinique does not use a customized landing tab on their Facebook Page and this is a probably a good thing, as three of the seven customized tabs they do use did not work properly when activated (they were either missing or led to a 404 page when actioned). Moreover, the Ratings tab only showcases a single product. With almost a million-and-a-half fans, this is very sloppy work from the developers behind the Page. Despite these shortcomings, the Clinique Page is well-engaged with a reasonable number of Likes and comments on new posts.

Customized Page Tabs: 7 – Chubbify (didn’t work when tested), Turnaround (didn’t work when tested), 3-Step Confidence (promotional, but didn’t work properly when tested), Ratings (rate products, but only one was available), Next Best Thing (product promotion), Lucky Day Sweeps (competition), Share Happy (video, competition)

Likes: 1,454,015

Like Accumulation: 700/week

Fan Reward/Incentive For Liking The Page? No

Does The Page Support Check-Ins? No

Update Frequency: 5-7 posts per week

Can Fans Post On The Page Wall? Yes

Is The Page Moderated? Yes

Maybelline

Established in New York in 1915 (and named after the daughter of a chemist, Maybel, who inspired the original product), Maybelline expanded rapidly and the company’s famous advertising slogan, “”Maybe She’s Born With It. Maybe It’s Maybelline”, has been a force in their marketing for 20 years. In 1996 Maybelline was acquired by L’Oreal.

Facebook Page: http://www.facebook.com/maybelline

Overview: Maybelline uses a number of varied customized tabs on their Page, including photo and message-sharing, reviews and event news, and the Wall is highly-engaged with many posts receiving thousands of Likes and hundreds of comments. The community is energetic and fans post regularly to the Wall.

Customized Page Tabs: 7 – Kisses for the Troops (philanthropy), Baby Lips (photo-uploading app), Lots of Lashes (message-posting app), Great Lash B-Day (wallpaper), Fashion Week 2011 (event), SuperStay24 Bzz (reviews), Maybelline House Rules (Page guide and etiquette)

Likes: 1,275,812

Like Accumulation: 4,000/week

Fan Reward/Incentive For Liking The Page? Fans who Like the Page unlock photo-sharing functionality

Does The Page Support Check-Ins? No

Update Frequency: 3-5 posts per week

Can Fans Post On The Page Wall? Yes

Is The Page Moderated? Yes

To check out more cosmetic brand campaigns that are doing a great job targeting one of Facebook’s key user segments, including premium brands like Avon, Lancome, and Bobby Brown, check out the Facebook Marketing Bible, Inside Network’s guide to marketing and advertising on Facebook.

How Brands Can Use Facebook’s Subscribe Button to Drive Referral Traffic to Their Website

Facebook Marketing Bible  

Facebook launched the Subscribe Button for Facebook Profiles in September, which allows users to receive the public updates from people with whom they’re not friends without the other person having to reciprocate.

Users can click on the Subscribe Button on any Profile and they’ll begin seeing updates from that profile in their News Feed. Furthermore, the Subscribe Button can be modified on a per-Profile basis, so that you can choose the type and volume of updates you wish to receive.

While the Subscribe Button is limited to Profiles (and not Pages), it can be an additional source of referral traffic for websites if implemented correctly. Large businesses in particular could reap enormous benefits by encouraging employees to activate the Subscribe Button on their profiles and begin sharing relevant content, but brands of all sizes should also see a boost in referral traffic from Facebook if they have a strong and professional team.

Do You Have Content to Share?

Before taking any further steps it’s important to evaluate what (if any) content your website has to share. Essentially, the more often your website updates the more effective the Subscribe Button will be to your business.

If you’re already running a Business Page for your brand on Facebook and updating that regularly, then the Subscribe Button will add an additional layer of marketing that will nicely complement the Page, particularly as it will allow your team to heavily push important content to subscribers.

However, if you’re not currently running a Page for your business on Facebook then that would be a better (and likely far more effective) investment at this stage. The Subscribe Button can then be implemented at a later time.

How to Get Employees to Publish Your Website Content (And Who do You Ask?)

On paper, it would seem that the more employees you can have publishing your brand’s content to their subscribers the better, and this will always be the ideal for the companies with the most dedicated, professional staff.

In reality it pays to be selective, however, as not all of your employees will be suitable and not all of your employees will have the right kind of Facebook Profile, inasmuch as they will be representing your business and you should expect (and demand) a certain standard.

Essentially, you’re looking for employees whose Facebook Profiles are:

  • Professional
  • Civil
  • Clean
  • Likely to attract a high number of subscribers

While the biggest traffic gains will likely be seen from the employees with the most subscribers, this shouldn’t be the only decision when choosing whom to empower with company updates, as a professional feed will be a far better representation of the brand.

As a working example, Facebook (the company) has over 3,000 employees. Potentially, that’s a lot of people who could be actively representing and talking about the brand through their Profiles via subscriptions. However, while Mark Zuckerberg is likely very happy (and confident) that COO Sheryl Sandberg and director of product Blake Ross are active on Facebook and have very strong subscriber numbers (as they represent the voice of his organization very well), he may be less enthusiastic about non-senior and non-technical staff (not to mention ex-employees) doing the exact same thing. This isn’t especially about class, but it is about status — it’s about empowering the right people who are in the know to consistently make the best decisions on your behalf.

If you have any public or wildly popular figures on your staff roster then you should expect to see a significant bump in traffic referrals from Facebook via the Subscribe Button.

Employees should be encouraged to post company content as and when it’s published on the website.

For more on Facebook’s Subscribe button, including how to activate it on employee profiles and our tips for getting the most out of your Subscribe button campaign, check out the Facebook Marketing Bible, Inside Network’s guide to marketing and advertising on Facebook.

Facebook Marketing Showcase: Athletic Apparel Brands Make a Play on Facebook

Facebook Marketing Bible

Similar to other clothing retailers, the athletic apparel industry stands to make gains through Facebook marketing thanks to its enthusiastic built-in fan base, connection to real life events and celebrities, and broad overlap with Facebook’s young adult audiences in consumer economies.

In this week’s Facebook Marketing Showcase, we’ll be looking at some of the major sports apparel brands on Facebook.

Puma

Originally formed in 1924 as Gebrüder Dassler Schuhfabrik by Adolf and Rudolf Dassler, the relationship between the two brothers deteriorated until the two parted ways in 1948, forming Puma (Rudolf) and Adidas (Adolf). The brand sponsors many high-profile footballers, and employs almost ten thousand people worldwide.

Facebook Page: http://www.facebook.com/Puma

Overview: Puma favors the Wall over a landing page but otherwise utilizes four customized tabs to enhance the user experience. The Page is fairly well-engaged with each update receiving hundreds of Likes and a good number of comments.

Customized Page Tabs: 4 – PUMAVision (news, photos, video, products and mailing list), PUMA Rocket Race (app), PUMA Social Club (content for Brazilian readers) and PUMA Group (business information).

Likes: 5,859,455

Like Accumulation: 3,000/week

Fan Reward/Incentive For Liking The Page? No

Does The Page Support Check-Ins? No

Update Frequency: 12-16 posts per week

Can Fans Post On The Page Wall? Yes

Is The Page Moderated? Some spam is visible in Post comments and on the Wall

This is an excerpt from the first post in a series of profiles on Facebook Pages by company and product category. For the complete profiles article, including coverage of Nike, Adidas Football, Reebok, and New Balance, plus more strategies for Page marketing on Facebook, check out the Facebook Marketing Bible, Inside Network’s comprehensive guide to marketing, promotion, and advertising on Facebook.

How the Facebook Comments Plugin Can Boost Traffic, Improve Discussion Quality on Your Site

Facebook Marketing Bible  

Facebook’s Comments Plugin allows website administrators to add user commenting to any piece of content on their website. When this plugin is installed on your website or blog, visitors will be able to comment as their Facebook profile, any Facebook Page in which they have administration privileges or via a number of other identity logins.

Commenters can also choose to have their comments posted to their Facebook wall (profile or Page), and these will appear in the News Feed of their friends and fans, raising awareness and driving traffic back to the original website.

The plugin uses social relevance to determine the highest quality comments for each user, which are then ordered to show users the most relevant comments from friends, friends of friends, and the most liked or active discussion threads. Comments that have been marked as spam by Facebook (or the moderator) are hidden from view.

The plugin offers numerous advantages for websites looking to add comments functionality to their platform, including:

  • Familiarity/ease of use - Facebook’s commenting system is well-established and very familiar to its 800+ million users, which means new visitors to your site won’t struggle with (nor have to register to use) a comment system they don’t recognize. As such, they’re more likely to comment
  • Cross-platform login support - users can login to the plugin with their Facebook, Yahoo!, AOL or Hotmail credentials
  • Synced comments - users can choose to have their comments posted to their Facebook wall (or Page, depending on how they posted), and any Likes and comments made inside of Facebook will automatically sync with the comment on the originating website (and vice versa)
  • Accountability - Facebook’s Comment Plugin does not allow anonymous comments. Because users are contributing under their real name (or Page), this significantly reduces the number of posts websites typically receive from spammers and trolls, and increases the likelihood that discussions will be courteous and civil
  • Moderation - aside from Facebook’s internal spam filter system, further control is provided by a Facebook-hosted moderation dashboard

At the same time, sites should consider the features offered by other comments plugins, like Disqus and Intense Debate, that provide competing sets of services and don’t rely as heavily on Facebook. In some cases, you may decide that you don’t want comments centered around Facebook, like if you’re trying to preserve a sense of anonymity among your readers. We’ll discuss this more below.

Another note here is that some sites currently using the Comments Plugin have been experiencing bugs since it launched earlier this year. While we expect Facebook to continue to improve the product, you may expect issues in the near term.

This is an excerpt from our full article that details how to implement the Facebook Comments plugin on your website. Comprehensive coverage of all the social plugins is available at the Facebook Marketing Bible, Inside Network’s guide to marketing and advertising on Facebook. 

Facebook Marketing Showcase: Clothing Retailers Take Facebook Pages by Storm

Facebook Marketing Bible

The fashion industry lends itself particularly well to Facebook – the platform’s most prolific (and engaged) demographic is 18 to 34 year-old females – and many of Facebook’s most popular Pages come from this sector. Fashion by definition strives to be up-to-the-minute and ‘in’, and this, plus the strong use of color and powerful visuals by brands in this field, mean that a well-managed Facebook Page can be a very powerful tool in the digital marketer’s arsenal.

In this week’s Facebook Marketing Showcase we’ll be looking at some of the most popular clothing brands on Facebook.

Zara

Established in 1975, Spanish fashion chain Zara expanded so quickly in the last decade that it overtook The Gap as the world’s largest clothing retailer. Zara’s rapid turnaround (the company claims to take just two weeks to develop a product and get it into stores) and incredible prolificacy (around 10,000 new designs are launched each year) has led to the brand being described as “possibly the most innovative and devastating retailer in the world.”

Facebook Page: http://www.facebook.com/Zara

Overview: Zara’s Facebook Page represents the brand well, with over 10 million fans and a very high level of engagement – new posts receive thousands of Likes and hundreds of comments. The landing page (“The Mood”) uses strong black and white visuals that click through to the Wall, and (fairly unique amongst Facebook Pages) top-screen navigation menu that allows visitors to move between the main custom tabs.

Customized Page Tabs: 5 – The Mood (landing page), This Week (showcases the latest fashions), People (fans can create a look using items from Zara collections and have their photos displayed on the Page, plus a chance to win cash prizes), LookBook (collections) and Mobile (downloadable iPhone and iPad apps).

Likes: 10,447,132

Like Accumulation: 50,000/week

Fan Reward/Incentive For Liking The Page? No

Does The Page Support Check-Ins? No

Update Frequency: 3-5 posts per week

Can Fans Post On The Page Wall? Yes

Is The Page Moderated? Some spam is visible in Post comments and on the Wall

This is an excerpt from the first post in a series of profiles on Facebook Pages by company and product category. For the complete profiles article, including coverage of Zara, Levi’s, Gap, Victoria’s Secret, and Old Navy, plus more strategies for Page marketing on Facebook, check out the Facebook Marketing Bible, Inside Network’s comprehensive guide to marketing, promotion, and advertising on Facebook.

How to “Use Facebook as Page” to Raise Brand Awareness and Gain Fans

Facebook Marketing Bible

The following is an excerpt of an entry in our Facebook Marketing Bible. The full version contains walk-throughs and strategies for posting links to your Page on other Pages, creating Events as a Page, and finding content to post to your fans through a news feed of Pages that your Page Likes. 

When Facebook redesigned Pages in February 2011 one of the features it implemented was the ability for administrators to use Facebook ‘as’ their Page (as opposed to as a user), providing access to additional tools and allowing admins to interact and engage in and around Facebook as their brand. Here we’ll walk-through how to “Use Facebook as Page” to gain exposure for your Page and increase your Like count.

The benefits of doing this include:

  • Easy access to Page metrics, including new fans, activity, Likes and comments
  • Personalized Page News Feed
  • Page Events
  • Engagement with other Pages, raising brand awareness around Facebook and driving visitors and new Likes

Using Facebook as Your Page

To use Facebook as your Page, login as normal and click the drop-down arrow on the far right side of the top navigation bar and select “Use Facebook as Page”. Then select which of the Pages you admin to browse as.

Alternatively, visit your Page, then click on the ‘Use Facebook as [Page name]’ link at the top of the right sidebar’s admin menu. The screen will refresh and you will now be using Facebook as your Page.

To revert back to using Facebook as your user profile, select “Switch back to [your name] link in the top navigation drop-down, or click on the now-changed “Use Facebook as [your name]“ link at the top of your Page’s right sidebar.

Page Likes and Notifications

There are subtle but important changes to the way the site works when you are using Facebook as your Page. The Likes and Notifications buttons on the top left of the Page now display data for the Page itself (as opposed to the user’s profile) – click on either of these to display more information.

If you visit Facebook’s Notifications section whilst using Facebook as your Page you will see all of the notifications for that Page, which can be convenient as an overview of activity over the past week.

Friend requests is replaced with a count of new Likes of your Page. Notifications is replaced with a list of mentions, shares, wall posts, post comments and user activity on or related to your page. This can be a great way of keeping track of influencers that are interacting with or sharing your Page’s content.

Note that there is no way to access Messages while using Facebook as a Page as Pages cannot currently send private messages to users. Similarly, while Pages can visit the profiles of users, they cannot post on their walls or comment on their posts, but can reshare their posts.

Access walk-throughs and strategies for how to “Use Facebook as Page” to engage with other Pages and distribute links to your Page in the full version of this article, available in the Facebook Marketing Bible, Inside Network’s comprehensive guide to how all of Facebook’s features can be employed for marketing.

Using the Facebook Like Box On Your Website to Gain Fans for Your Page and Maximize Retention

Facebook Marketing Bible

The following is an excerpt of entry in our Facebook Marketing Bible. The full version contains a detailed description of how to customize the Like Box in order to get the best results for your organization. 

Facebook’s Like Box lets websites display a Like button for their Facebook Page. When a user clicks this Like Box, they begin seeing the Page’s updates in their news feed, a story is published to their friends, and the Page is put in the Likes section of their profile.

Websites can embed the standard Like button to let users share a particular web page or piece of content, and technically they can publish news feed updates to those that click it. However, the publishing process is complicated and it essentially requires marketers to manage another Page.

Here we’ll discuss why website owners with an existing (and complementary) Facebook Page will get better results by ensuring that the Like button they use on their website — and any other online property — is a Like Box that links directly to their Facebook Page, as opposed to the website itself. We’ll also walk-through how to generate a Like Box and add it to a website.

Introduction to the Like Box

The Like Box is a more valuable addition to websites than the Like button because it lets sites conveniently retain a connection with their visitors through a Facebook Page. Adding standard sharing Like buttons to your site has value too, as clicks produce news feed stories recommending your site, and the button registers your site in Facebook’s internal search bar. For this reason, most websites should display both a Like Box for their Facebook Page and a Like button for sharing each page of their website.

The full version of this article, along with a wide variety of other how-to articles on marketing topics, can be found in the Facebook Marketing Bible, Inside Network’s complete guide to marketing and advertising through Facebook.

How to Use Facebook’s Hidden Wall and Other Page Moderation Tools to Protect Brand Reputation

Facebook Marketing Bible

The following is an excerpt of entry in our Facebook Marketing Bible. The full version contains walk-throughs and strategies  for hiding comments and banning users.

As your Facebook Page grows in size and stature and begins to attract a healthy number of fans, so too will the level at which those same fans interact with your Page. Highly engaging Pages can quickly blossom into a valuable community, but the messages posted to your Wall by fans will not always be positive.

Here we’ll provide walk-throughs of Facebook’s native Page moderation tools, and explain how to execute a moderation strategy that protects your brand but doesn’t silence discussion.

Moderation Strategy

Popular Pages can and should expect customer complaints and criticism, irrespective of the quality of product or service being provided. Examples of situations that could lead to customers submitting negative posts or comments to your Page’s Wall include:

  • Delays in shipping a product
  • Faulty or damaged products
  • Poor service or perceived rudeness
  • A public relations crisis

Complaints beget complaints, with customers who might previously have said nothing now speaking up when they realize that other people are suffering the same problems. This behavioral cycle will quickly repeat itself, and a Page Wall can move from positive to negative in a matter of moments.

Overall, you need to remember that the medium is social: customers expect to be able to have an open and honest conversation about your company and the service they experience. Any action you take, from hiding comments, to replying in public, to banning users, is going to be judged as representative of your company. You must balance the natural desire to keep your Page as positive as possible with maintaining credibility among your fans. This can sometimes mean leaving negative comments public.

Page Permissions

Facebook allows Admins to change the permissions on their pages, giving them control over a number of different aspects such as country restriction, age restriction and the posting ability of users, plus word and profanity blocklists.

To edit your Page’s permissions, select Edit Page and then click on the Manage permissions tab on the left sidebar.

Admins managing very popular pages should consider the use of certain keywords in the Moderation blocklist – for example, the names of competitors or overly negative words. When users try to include blacklisted words in their posts these will automatically be marked as spam and moved to the Hidden part of your Page’s wall (more on this in a moment). The Profanity blocklist works in the same way (although Facebook doesn’t list which words it is looking for) and should also be adjusted accordingly.

Hidden Posts – Your Page’s Secret Wall

Facebook will analyze posts made to your Page’s Wall and automatically filter out spam (or what it perceives to be spam), which you can view in the Hidden Posts link on the left sidebar of your Page.

Admins can also move posts to the Hidden part of the Wall by selecting the Hide Post option from the drop-down menu accessible via the options cog on each post.

Popular pages therefore can expect to manage two different Walls – the public and freely-readable main Wall, and the private and (mostly) Admin-only Hidden Wall. Posts can be moved freely between each wall.

Hidden posts will no longer be visible to users reading your Page’s Wall, and the original poster will not be aware that their post has been hidden so they don’t think to immediately repost.

It also important to be aware that Facebook’s spam filter is a little inconsistent, and will trigger a number of false positives that will need to be moved back to the main part of the Wall. It’s good practice to regularly peruse your Hidden posts and unhide any posts that have been mistakenly labelled as spam by Facebook.

The full version of this article, complete with walk-throughs of the comment hiding and user banning tools can be found in the Facebook Marketing Bible, Inside Network’s complete guide to marketing and advertising through Facebook.

How to Effectively Manage Critics, Trolls and Spammers on Facebook Pages

Facebook Marketing Bible

The following is an excerpt from our Facebook Marketing Bible. The full version contains detailed strategies for dealing with each type of disruptive commenter and three more key tactics for making your Page an inviting community.

A well-managed Facebook Page allows businesses of all sizes to build a large and engaged community of fans, many of which can and will become loyal customers and advocates of the brand if nurtured correctly and consistently.

As your Page grows in popularity and starts to attract hundreds and thousands of Likes it will also begin to see unwelcome attention from the less-savory members of larger online communities – critics, trolls and spammers. While this is a largely unavoidable side effect of popularity, Page administrators can take steps to ensure that these kinds of members are controlled and removed.

Know Your Enemy

Critics - Critics are commenters that hurt a brand’s image by filling its Page wall with negative assessments of the brand’s identity, products, or services. They can be difficult to identify and manage, as they can veer between being your biggest fan to most outspoken naysayer from one moment to the next.

Trolls - A troll is someone who consistently posts inflammatory, negative and disruptive messages to your Facebook Page, with the sole intent of provoking an emotional reaction amongst the other members of your community. Trolls differ from critics in that they usually have no actual interest in the brand’s products and services, but are simply there to cause problems.

Spammers - The rate of spam that is posted on any given Facebook Page is exponentially linked to the number of Likes that it has. While Facebook’s spam filters will do their best to identify and move spam to your Wall’s hidden wall tab, this is at best a hit-and-miss affair and some spam will get through

Admins can employ the following tactics to ensure that their Page is optimized to recognize and manage problem users.

1. Create a Customized Page Rules Tab

One of the smartest things all Facebook Page Admins can and should do as soon as possible is implement a customized Page rules tab that clearly lists the behavioral expectations of members of the community.

Coca Cola’s House Rules is one example of how this can be done.

This tab will give you something to point to if users ask why they or someone else was banned. The tab is also likely to make all community members who see it more civil.

2. Take It To Email

Facebook Pages do not provide any kind of private messaging system, but sometimes a customer needs to be engaged on a one-to-one basis, and the best way to do this is to recommend directly to them that they contact you via email. This has numerous benefits – the customer can speak more freely, you can provide a more personal level of support and if the matter gets heated it doesn’t have to be a public affair.

If you feel that a customer has a legitimate enquiry but that public correspondence might become disruptive to the Facebook Page or even damage the reputation of the brand, it’s good advice to move things to email as soon as possible. Reply to their comment with your customer support email address or another email address they can reach you at and kindly ask them to follow up with you via email.

If you have made the decision to have a brand presence on Facebook then the business of moderating your Page needs to be taken seriously, with the correct level of resources made available to meet the expectations of your fans as the Page grows in size and stature.

The rest of our strategies for handling disruptive commenters and improving the civility of conversation on your Facebook Page can be found in the Facebook Marketing Bible, Inside Network’s comprehensive guide to marketing and advertising through Facebook.

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