The continued rise of Facebook means that all marketers — even those who have traditionally ignored social media tactics — are trying to figure out how to tap into this techno-social phenomenon.
One of the easier (and more affordable) ways to test the social waters is to set up a Facebook Fan Page. Plus, it’s free to get started.
I recently set up a fan page for my books (I’ve published three) and my CD-ROMs (again, three published). My books and CDs are resources that provide anatomy reference for comic book artists. Yeah, it’s a unique niche, I admit.
Setting up the “Photo Reference for Comic Artists Fan Page” was free and easy. If you were able to sign up for Facebook and set up a profile, you can figure out how to set up a fan page. For content, I uploaded sample photos from each of the books. It’s basically the same stuff that I have posted over in Flickr galleries and on my personal website.
Photo Reference for Comic Artists
So once you do that, you need to let people know about your page. Right now, I am promoting on the cheap. Basically, I shared the link with everyone in my Facebook Friends list who would be remotely interested in the page.
To my surprise, I got a dozen people on the first day, and then it quickly picked up from there. In less than two weeks, I had hit 200 fans. Not bad for word of mouth (WOM) promotion.
At that point, I had an audience. So I started uploading extra photos, like behind the scene shots that nobody has ever seen. As I posted pictures, people started giving it that thumbs-up “like,” which is a virtual endorsement. That resulted in more people signing up to be fans of the page. In the social marketing space, it’s all about relationships, so virtual approval is hugely important.
As a marketing channel, Facebook Fan Page is an free and easy way to begin spreading your brand message. Facebook even offers some rudimentary statistics and demographic information. It’s not very useful at this point, since my trends are just creating an initial baseline of information. At 10,000 fans you get access to more detailed analytics, but it’s unlikely that such a deep vertical like my books has that much of a broad-based appeal. But you never know.
Next month, I’ll try Facebook’s built-in advertising network to drive more awareness of the fan page. But for now, I am content recruiting fans organically, as they discover my page through their actual social network.
The next few weeks will be focused on posting new information and photos to get people engaged with the fan page. I’ll try running contest, just to see if people will participate. It will be at least six months before I get information about book sales, so I won’t know if this actually helps my long-term goal of selling books.
Stay tuned. More to come. Oh, and don’t forget to become a fan!
LINKS – NOT NECESSARILY ENDORSEMENTS: