Getting a Facebook page right is a tough thing to do -it takes a bit of luck, a bit of planning, and a lot of patience. (Check out our guide here). All in all, it’s a young medium, and not that many brands have really started exploring what’s possible. Some have tried and met with abject failure, others have succeeded and reaped the rewards, but most have just played it safe and secured a small base of followers, then let things plateau.
What seems to be the general opinion floating about -particularly among the general public -is that Facebook (and social media in general) is ‘easy’ -just something that requires a bit of tapping on a keyboard by a pimply-faced teenager. Many people had the same attitude towards websites until only recently (and plenty still have it).
Anyone you talk to in the industry is likely to recite stories about clients who simply can’t understand what makes a good Facebook page, which is why this week we’ve decided to point out a few brands that we think have got things down to a fine art.
#1 – Threadless
Likes: 530, 768
Apart from posting prolifically (sometimes eight or nine times a day), the guys at Threadless are consistent, each post is well-crafted and uses high-quality images, and many are designed to provoke community input. They have three general types of post:
– ‘Product’ posts: these consist simply of a quality photograph of the product and/or someone modelling it, a credit to the designer/artist, and occasionally a description of what it is that inspired the product.
– ‘Promotion’ posts: usually just a single line of text describing the offer or event accompanied by a relevant picture.
– ‘Play’ posts: a video or a picture of something or another the Threadless team has got up to recently, often with only a few words but nearly always with a link to another website, video, or article.
What to note: every post is made using an image or video, even if one wouldn’t normally be required. This is a great tactic -pictures are eye catching and engaging, especially if they’re well composed.
#2 – Old Spice
Likes: 2, 261, 493
Not updated as frequently as Threadless (roughly once a day), but much sillier, the Old Spice Facebook page is a seamless extension of the brand image they’ve cultivated since they aired their legendary TV spot. Headlined by the not-particularly-clever-but-somehow-funny slogan ‘Believe in your SMELLF’, it’s hilarious ,and all the better for it.
They rarely post links to external websites or other products, but instead focus nearly entirely on their own brand, products, and commercials. With content that’s always amusing and a fan base that adores them, however, that’s all they need to do.
#3 – Converse
Likes: 33, 545, 048
With a new post every few days, Converse are by far the least prolific posters of our chosen three. They are, however, by far the most popular. This comes down primarily to their brand -it’s iconic and it’s worldwide -but a few other factors have ensured them a super-successful page. The main thing, though, is that they’re entirely authentic; it’s obvious that they’re a commercial enterprise, but the page has style, and it’s completely Converse.
– They publish fan photos: the team asks fans to take a photo of or with a Converse product, they post their favourite ones up, and they make the community feel special in the process. A win-win tactic.
– They maintain a constant stream of posts about their special-edition and/or popular products, with each one accompanied by a high-quality photo and a product release date. This gives fans a place to be excited together, usually before the product has even shipped.
– They post videos of music gigs they’ve promoted, funded, or provided equipment for: they support up and coming bands. People love this.
So those are the few brands we’ve decided to highlight in order to demonstrate what makes a good Facebook page. Not all the techniques we’ve described will work for every brand, but the core traits of the respective pages: images and video, humour, and authenticity, are always worth keeping in mind. People like great images, and they should be used whenever they can; humour, when appropriate (and good), will always hook consumers; and authenticity should be at the core of any brand’s communication strategy -no-one likes a faceless corporation.
What’s important to take away is this: not one of these brands is paying a pimply-faced teenager to run the Facebook page. It’s hard work that requires skilled labour. They’re spending a lot of their time keeping an eye their page and developing a strategy, employing professional full-time staff, or hiring an agency. That’s what it takes.
What do you think of the pages we chose? Do you know any exceptional ones? Let us know down in the comments!