Creating engaging tabs for Facebook Fan Pages

Successful social media marketing campaigns are all about user engagement. This is because social media is a unique communication platform in that it allows for two-way conversations between brands and customers – not only are companies promoting products to potential buyers, fans are also providing feedback on their messages.

That being said, there are certain strategies brands can use to bolster end-user engagement. For example, companies may consider creating custom tabs on their Facebook Fan Pages. As Mashable notes, tailored tabs can significantly improve user interaction if they speak specifically to the audience.

"You should think about your audience and what interests them, then figure out how to build a relationship around those things," Victoria Ransom, founder of Wildfire, a company that creates Facebook page management tools, told the news source.

"Audience-relevant tabs allow for delivery of on-point content and rich engagement. The great part about social media is that it eliminates the middle man. Each company can directly target and communicate with its customer base for inspiration," Mashable adds.

Defining goals is key to creating better tabs

Creating custom tabs can help drive engagement, but it's also crucial that small businesses have a goal to strive for. Different Fan Page tabs may accomplish different objectives – for example, an email tab could encourage visitors to subscribe to a newsletter while games could drive engagement. Both of these actions may lead to different consequences, which is why it's vital to set goals from the onset.

Common aspirations for small businesses can vary dramatically, but a few key ones include better delivery of personalized content, building brand awareness and improving user engagement. However, it's paramount that companies get more specific with their goals if at all possible.

"Brands don't want to use simple goals like 'increase likes' or 'engage fans,'" Stephanie Chaparro, an associate at Wilfire, told the source. "Instead look into the strategy of the tabs and consider what audience to target and what end action is wanted, for example, Like the page, watch a video, share stories or leave a comment. Be as specific as possible in the goals you are setting."

Designing the perfect tab

Once a company has done the necessary audience research and established its goals, they can then begin to design effective tabs. The ones that people typically click have three key components – a hook that piques their interest, fresh content to keep them coming back and a rich experience that creates memorable brand interactions.

Some companies, such as Blowfish Shoes, do giveaways. Blowfish's promotion, called the Shoe-a-Day Giveaway, gives fans the opportunity to win a pair of shoes every day. Over the past two years, the company's tab has helped drive a 2,488 percent increase in Facebook Page Likes.

As Mashable notes, Blowfish's competition works for a variety of reasons. First, it leads to a near limitless stream of new content – people are constantly posting pictures of how they look with their new shoes. It also keeps people coming back on a daily basis to see if they are winners for the day. Finally, the tab also provides a strategic place for the brand to promote their products.

This last element is key to successful campaigns. Entrepreneurs should always look to link back to their small business websites to ensure they are generating leads and potentially even sales.

How does your Facebook Fan Page measure up? Do you have custom tabs that help enhance the overall user experience? Do they bolster fan engagement as well?

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