Linkedin’s Pet Online Marketing Group started a discussion(join the group to see the full discussion) about members’ Facebook pages which as of December 31, 2010 had generated over 170 responses. I spent some time reviewing the sites posted in the last couple months and wanted to post some general observations.
My impression was that the Page vs Group decision favored pages, but there were a few businesses that had a group page and one that was using a personal page (named after the business). The best pages include customized FBML pages that hardly look like Facebook at all, frequent posts with relevant, engaging content that spawn discussions among their fans. The weakest pages were those whose information tab consists of a single link to their business site, and who rarely post anything to the business wall and have several blank tabs.
The array of businesses represented by people commenting on that Linkedin discussion was quite wide including pet products, pet services, books about animals, marketing services, retailers, media, art, shelters, clothing (for pets and people), and of course the leading MLM pet product, Life’s Abundance pet food. I know that a number of national and franchised pet businesses have Facebook pages as well, so I think this mix reflects the membership of the Linkedin group, not all Facebook pet-related pages.
Facebook is becoming an ever more popular and effective marketing tool. In closing I’d urge all pet marketers to use it, but make an effort to fully populate your page, remove any tabs you don’t use, and commit to regularly updating the Wall content as a bare minimum. The more web-savvy may want to explore customizing their page with FBML Another point to remember is that fan pages with 25 or more fans can create a custom URL in the form of www.facebook.com/fanpage which is easier for visitors to find than the default URL that includes this info plus a numeric string.