Do-overs: Giving Facebook Marketing Another Try

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Recently we were chatting with a colleague who has had a horrible time getting her company’s Facebook page to catch fire. She bemoaned the fact that she couldn’t stir up followers. She was exhausted and uninspired by the look and feel of her page. She was lost at sea when it came to cooking up clever status updates and Facebook-based promotions. We were sympathetic as we listened to her debate whether she should ditch the whole social media marketing thing altogether. We feel her pain, but we think it’s too early to throw in the towel just yet.

We looked and we couldn’t find a rule that states that you have to be stuck with your sub-par Twitter account or lackluster Facebook page. When working on Facebook marketing for a client recently, we and the client discovered the freeing act of scrapping a previous Facebook page. We simply hopped over to options and deleted the page”¦ and before we knew it, the Facebook crimes of the past vanished like a bad memory. With a fresh page (and fresh start), we were able to steer the project in the right direction.

Elsewhere, for a different client, we ditched the fan page idea altogether and started a regular account using the name of the business. This way we were free to collect friends and recommend friends to those who knew the client personally. In one week’s time we gathered more than 200 hundred friends on the regular account. Moreover, the client was able to immediately start communicating with its audience instead of waiting for the elusive and inaccurate likes.

Cleaner pages with less clutter and more campaign-specific content are 2011’s hottest Facebook look. Big brands are dumping the scattered and jam-packed pages in favor of pages that serve as a channel to communicate with their client base regarding only the most recent corporate goings-on.

Like many things, Facebook needs a fresh set of eyes. Returning to the blue and white pages with a relaxed perspective can help us develop marketing strategies that catch on instead of frustrate.

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