7 Tips and Marketing Strategies for the New Facebook Fan Pages

Unless you’ve been under a rock like the guy in the Geico commercial, then you have probably noticed that a lot of changes have been happening on Facebook, particularly to the fan pages. Here is a look at how you can take advantage of these changes and use them to market to your targeted audience.

1. Using Facebook as a Fan Page

This is by far one of the most powerful changes, in my opinion, to fan page functionality. Why? Before this change, there were only a few ways to share your fan page with people who are not a fan of your brand on Facebook. The first was by sharing the page directly with your personal profile’s contacts. The second was by hoping that your page’s fans would share it with their contacts. And the third was by spending money with Facebook advertising.

Now, with the option to use Facebook as your page, you can do something that reaches out to Facebook users in your targeted audience for free. Here are easy steps on how to get your brand in front of a larger Facebook audience.

How to Use Facebook as Your Page

You must be an admin of the page you want to market before going any further – if you aren’t, then become a fan of the page and ask another admin of the page to add you as administrator.

Step 1. When logged into your personal profile, go under the Account menu and select Use Facebook as Page.

Using Facebook as a Page

Step 2. Choose the page you want to participate as on Facebook and Switch.

Switching to a Facebook Fan Page

Step 3. Find fan pages that have the same target audience as your brand and Like. For example, if you’re brand sells handmade dog collars online, then your target audience is probably also a fan of PetSmart, Petco, the Westminster Dog Show, and other similar pages.

Step 4. Start interacting on those pages just like you would do with your personal profile in terms of liking and commenting on new wall posts by the page or by the fans of the page. Instead of being linked to your personal profile, your activity will be linked to your fan page. This means if you provide useful, valuable comments, you will be seen as an authority and fans of that page might become a fan of yours as well.

Using Facebook as your fan page will help you get more exposure for your brand’s Facebook page, leading to more likes and engagement with your targeted audience.

2. Featured Likes

Speaking of Likes, did you know your fan page can now display five favorite likes of its own? Southwest’s fan page is a great example of using this feature to market related brands of subsidiaries of your brand.

Facebook Fan Page Likes

You can also feature the fan pages of your partners, and connect with them in hopes that they will feature you on their page as well. Here’s how to do it!

Setting Your Fan Page’s Featured Likes

Step 1. Using Facebook as your fan page (as detailed in the previous section), be sure to like the pages you want to select as Featured Likes first.

Step 2. Go to your Facebook fan page and click the Edit Page button.

Step 3. Find the Featured settings and click on Edit Featured Likes.

Facebook Featured Likes Settings

Step 4. Check the box next to the five fan pages you want displayed in your Featured Likes section.

Edit Featured Likes

Unfortunately, there is not a way to see who has set your page as a featured like yet. But as you can imagine, this feature will probably lead to more likes from other fan pages, or likes for your subsidiary pages from your main page.

3. Top Five Profile Photos

The new top strip of five profile photos is a great way to display the best of your brand. It can be used in a variety of ways, such as:

  • A vendor displaying their latest products.
  • A corporation showing off the well-recognized faces of the brand.
  • A freelancer giving a quick presentation of their latest designs.

Facebook Fan Page Profile Photos

Selecting the Top Five Photos

These top photos are automatically chosen from your fan page’s default photo album. Here’s how to make sure the right images that best represent your brand show up in the top five above your wall.

Step 1. Go to your Facebook fan page and click on Photos, then the Upload More Photos.

Facebook Fan Page Photos

Step 2. Use the Select Photos button to upload photos from your computer to your profile.

Step 3. Create a new album for your uploads.

Step 4. After you enter details about your photos and either publish them (or skip publishing them) to your wall, go to your page’s wall. If you have more than five photos, you can choose which one will be in the top five by simply hovering over unwanted photos and clicking on the X to remove them.

Removing Unwanted Facebook Fan Page Photos

One thing I should warn you about – you may not have full control over your top five photos right now! If you allow people to tag your Facebook fan page in photos, then the latest tagged images will show up in this top five strip on your wall. You can either be vigilant and keep an eye on new photos, removing them as they come along if inappropriate. Alternatively, you can do the following.

Disable Fan Page Photo Tagging

Step 1. Go to your Facebook fan page and click the Edit Page button.

Step 2. Find the Apps, and click on the Go to App link under Photo

Edit Fan Page Photo Settings

Step 3. Adjust your settings for allowing fans to post or tag photos for your page.

Edit Photo Settings

If you really want to get creative, you can use the tips in this post about using the Facebook photo viewer as a marketing tool and create a banner like advertisement out of your top five images.

4. Showing Page Owners

Another new option for Facebook fan pages is to show Featured Owners of the page, which shows up under the fan page’s Featured Likes.

featured page owners

Some fan pages may want to keep the page owners / administrator private, but a benefit of making them public in some cases would be if one or more of the page owners would be more easily recognizable than the page’s brand. For example, I usually don’t become a fan of any random blog, but if I saw that it was a well-known blogger behind that fan page, I might be more likely to become a fan.

Setting Featured Page Owners

The following steps will allow you to display your featured page owners.

Step 1. Go to your Facebook fan page and click the Edit Page button.

Step 2. Find the Featured settings and click on Edit Featured Page Owners.

Step 3. Check the box next to the page owners you want displayed, similar to what you do with the Featured Likes.

The one thing you should keep in mind is that this is essentially linking the page owner’s personal profiles on the fan page. You will want to be sure that each page owner agrees to having their personal profile displayed prior to publicizing them as owners.

5. Getting in Your Fans News Feeds

While this isn’t as new as the other Facebook fan page changes, this is something important that every page owner should know. People can be a fan of your page and rarely see your page’s updates. This is due to the fact that Facebook “prioritizes” a user’s news feed with the people / pages they interact with the most. Therefore, if you want people to see your fan page’s updates, you will need them to engage with your fan page.

It’s almost like the thing with credit – you can’t get credit until you build a good credit history, but you can’t build a good credit history if you don’t have credit. So how do you encourage engagement with your fan page if they possibly aren’t seeing it in their news feed?

Encouraging Fan Page Engagement

Here are three easy ways to build up audience engagement on your fan page.

Step 1. Post updates regularly. I would guess that most fan pages should update once a day, or at least a few times a week.

Step 2. Ask questions, or ask for opinions on something. People love to answer questions, and this will definitely drum up interactivity between your page and your fans.

Step 3. Cross promote your fan page activity across your other networks. When you ask questions on your Facebook fan page, tweet the question and link to the fan page (if the question is going to be the top item for a while) or link directly to the status update with the question itself. To grab the direct link to a status update, right click on the timestamp for the update and copy the URL.

status update url

Step 4. Host regular “events” on your Facebook fan page and cross promote them. Social Media Examiner does a great job of this by having a regular Friday expert question and answer session.

6. Linking to a Fan Page from a Personal Profile

If your fan page’s brand has employees who are willing to promote their employer, here is a way to get them to share the fan page with their connections.

Facebook Fan Page Personal Profile

Adding a Fan Page as an Employer

Here are the steps to adding a fan page to a personal profile as an employer, like I have done with the fan page for Vertical Measures.

Step 1. Be sure you have liked the fan page with your personal profile first.

Step 2. Go to your personal profile, click on the Edit Profile link above your top five featured images and navigate to the Education and Work section.

Edit Profile Education and Work

Step 3. If you have your company in your list already, but it isn’t linked to the company’s official fan page, then you will want to click on the X link next to their listing and remove them first.

Step 4. Start typing in the name of your employer in the Where have you worked? box next to Employer. If they appear in the dropdown, then click on their name, but if not, just hit enter to add them. It will usually connect to the fan page if you have liked them. Then continue to fill out your employee details and click Add Job.

Step 5. Go to view your profile and confirm that it has added your employer’s fan page link to the top information.

You can also use this same approach to get the fan page of your website or other favorite fan page listed at the top of your personal profile, using the “position” of blogger, owner, founder, photographer, etc. by using the fan page as the employer.

Also, if you have multiple employers, you will notice only one shows up on the front of your personal profile. This is usually the one with the most recent start date that is also checked as a place you currently work. Therefore, if you are trying to get one in particular up there, you will have to make your start date for that one more recent that the others.

7. Where Are My Tabs?

The last thing I’d like to talk about, since it is something that people have gotten pretty used to, is the movement of the custom tabs from the top of your fan page to the left side menu, underneath your fan page’s profile picture.

So how do you promote these items now that they have moved from the top of the fold?

Promoting Custom Fan Page Content

Step 1. If you had a lot of custom tabs, you can prioritize them by clicking on the Edit link below them, and then dragging the ones you prefer under the Wall and Info items which cannot be moved.

Step 2. You can still have one tab that shows to anyone who isn’t a fan yet. Go to your Facebook fan page and click the Edit Page button. Under Manage Permissions, choose the tab you would like as the Default Landing Tab.

Default Landing Tab

Step 3. If you want to drive visitors to a specific tab on your fan page, you can link to it directly by clicking on the tab’s link from your fan page and then copying the URL from your browser.

Facebook Fan Tab URL

Also, as you may have also heard, Facebook is doing away with FBML, so new custom content on your fan page must be created via iFrames and HTML. The best guide I have seen so far on how to do this step by step is How to Build a Facebook Landing Page with iFrames from SocialMouths. Highly recommended! So if you haven’t created your content yet, or need to update it from FBML, this is your guide!

Additional Resources for the New Facebook Fan Pages

Want to learn more about the new Facebook fan pages, or Facebook marketing in general? Here are some additional resources to check out.

Your New Facebook Fan Page Strategy

I hope you got some great ideas in this post! Please feel free to share additional marketing ideas and strategies you have seen results from after the latest Facebook updates in the comments below!

About the Author: Kristi Hines is a freelance writer, blogger, and social media enthusiast. Her blog Kikolani focuses on blog marketing, including social networking strategies and blogging tips.

  1. Hi Kristi,
    Thanks for the detailed post. I’d never felt I was utilizing Facebook pages properly… mostly because I didn’t understand how they work.
    Dominic.

    • Hi Dominic,

      They have been changing their functionality left and right, but these features have been stable, at least for the last month so I think they’re going to stick around. Until the next major update at least. :)

    • Where do you get your ideas for the posts? I have a blog on similar subject but I’m running out of ideas for new posts )

  2. Simply a great, concise post. I’ve made a couple attempts to write helpful posts for our small biz partners regarding getting the most out of the new FB pages, but from now on I think I’ll simply give them the link to this article. Cheers

  3. great roundup! one tip i read recently was more photos and videos help the page’s updates show up for fans better.

    • Adding photos and videos does help with engagement Elliott. Any kind of update to your page that will encourage more likes and comments will help your overall visibility increase.

  4. BTW I just tried the advanced search from my fan page and it won’t work from there. FB wants me to switch back to my primary username to use it. Thanks for the posts. Harv Whitman

    • Advanced search? Could be a glitch, or just one of those things that you have to have a personal profile to use…

      • Yes if you haven’t seen that it’s an awesome search tool. Go to the FB search bar and type Advanced Search 2.2 beta, then like then, go to app. It’s great for searching and sorting by a lot of different criteria for example ‘the number of members in a group’. Regards, Harv

    • @Harv, maybe you have to like the app-page as your page also to be abble to use the app from your fanpage?

  5. Hi Kristi, Thank You for the posts. FB is constantly changing and your blog helps us keep up on those changes. I’m glad to have found it and glad to have subscribed to your updates. Looking forward to more updated. Best wishes, and Thank You. Kind Regards, Harv Whitman PS (This was meant to go infront of my BTW post)

    • That’s ok… comments get out of order all the time Harv. You’re welcome and thanks for suggesting the app – I’ll go check it out! :)

  6. I like the screen shot instructions that you provide in the post — putting the ideas in practice is very helpful.

    • I like to go through the steps as I write the post, even if I have done them before. That way I know what everyone will encounter when following the tips!

  7. If only I had come across this yesterday. I spend 6+ hours figuring it out on my own. I still had a few questions and I think you answered them. Thanks so much and I did retweet the link to this awesome article.

  8. Wow! This is the best explanation of the new Facebook changes I’ve see yet.

    I think I actually ‘get it’ now.

    Thanks so much,
    Kathleen

  9. I have been having problems with “featured likes.” Actually, with likes as my page in general. An example:

    1. I go to make X-Page a featured like. I don’t see it on my list of pages. That’s weird — I was sure I was following it.

    2. I go to X-Page and see that I haven’t “liked” it. I try to like it, and I get a message that says, “You’re already connected.”

    3. I switched back to my personal account, thinking maybe I’m following it personally, and I have to unlike the X-Page personally before I add it professionally. But when I get there, I see that I don’t follow it personally, either.

    Have you encountered this?

    • I haven’t encountered that, but I know that some people are still having issues with the new changes due to the fact that Facebook rolls out things to some users and not all. I feel like I was the last to get the upgraded personal profile, for example. Maybe try it again next week and be sure to go into your page’s settings and the Featured Likes to see if it is showing in there.

      • I’m glad I’m not the only social media industry person to be snubbed by FB! I was one of the last to get the new business page, and at the time I was planning a workshop about Facebook!

  10. Kristi,

    I see you everywhere, and as always, the info you provide is totally useful. I was wondering about that feature the other day, now I know how to use it to get the most out of Facebook for my Fan page.

  11. Great article Kristi! Thanks for the tips. The only thing that has really frustrated me about the new update, is the fact that the tabs went away. I had created all my pages with an extra long profile image so as to maximize the realestate available, but now my navigation is pushed almost below the fold… :-(

  12. Excellent post, really straight forward and useful. Looking forward to tackling these latest Facebook changes and seeing more posts from you. Pleasing to hear FBML will soon be history! Cheers.

  13. I think it is important to always utilize every component of the Facebook fan page when ever possible. All areas should always be filled in 100% to fully utilize all efforts.

    • Very true Maciej! The more you fill out your profile and give it functionality, the more people will be inspired to fan the page!

  14. DURBADALA SATPATHY Mar 31, 2011 at 5:51 am

    Excellent post, really straight forward and useful.Cheers. Looking forward to tackling these latest Facebook changes and seeing more posts from you. Pleasing to hear.

  15. Very nice post, very usefull.

    But I’m having a problem to set my ‘defaut landing tab’.
    In my page (facebook.com/artidea.br)
    Under Manage Permissions, the option “Default Landing Tab” is missing.
    What I need to do to that option be reveal to me?

    Thanks

  16. Superb post Kristi. I think the ‘Use Facebook as page’ feature is definitely the single biggest improvement for businesses.
    Thanks,
    James

  17. Great tips and lots of help for me. Really wanting to get something going with my fan page and this will really help thanks
    Billy

  18. Great article Kristi! Some of the tips mentioned, like “Using Facebook as Page” was something I was aware of, but never really knew the potential. Eye opener!

    Worth a tweet about this one!

  19. i’ve noticed that the fan list is no longer organized with the most recent first- the list is now arranged randomly. do you know if there is a way to change this?

  20. Great article! I have just set up a fan page for my business so this will keep me busy for the rest of Sunday afternoon!

  21. With many of my clients, I steer them away from facebook marketing as a product and more as an added bonus to a normal social hub like a blog. When ever I create a new website or blog for someone , I create it with automatic facebook and twitter updating.

    I show people that using these tools is beneficial, but it is not where your main effort should be focused. No one can doubt the power and reach of facebook, so as a marketing porfessional, it would be irresponsible to not use it.

    I stress continuously updating clients blog/site, a strong focus on link building and creating marketing campaigns that focus on ROI and targeted traffic.

    Content is KING and relevance is the Queen. Establishing yourself as a professional/expert and positioning yourself as the king of content and your site as the queen of relevance you will do well.

  22. What a great post this is, Kristi. Navigating Facebook as your company has so many advantages for brand building over personally participating. I appreciate the help!

  23. Hi kristi!

    Thanks for the input. When trying to connect my fan page as employer on my profile, it wasn’t working. I tried typing in “No Eye Has Seen Photography” but nothing comes up. As a test I also tried typing in other pages i “like” but none of them were coming up in the drop down menu either. Thoughts?

  24. I am having difficulty with #6 on this list. I have my Facebook Fanpage, but it will not hyperlink on my own profile. I have liked my page. I do not know what is wrong. Please help.

  25. Really great information here, thanks! It seems like facebook is changing all the time, and it can be hard to catch up with all of the new features.

  26. Hi there,
    Awesome article, thanks so much!
    I had a question about the tabs. Is it possible to create a custom tab? For example, if I wanted to create a tab for a specific photo album, would I be able to do that?

    Thanks for your help,
    Meg

  27. Hi Kristi,

    Thanks for the detailed post, an out-n-out outstanding post, I must say. I didn’t understand how they work but after reading your step by step instructions, I am able to do something with my FB pages. Thanks a lot..!! :) But, I am having difficulty with #4 on this list. Can you please explain it for me, Please. :)

  28. Thanks for detailed explanation…This is a nice and to the point article on the benefits of a Facebook fan page..

  29. Great article! Tip #5 seems like a big one…one thing I really like to do to increase the likelihood of coming up in more newsfeeds is tagging other fanpages in status updates with the @name feature.

  30. Great post, Kristi! I’ll be passing this info along. You explain it all so well. I think using FB as a Page has been the best thing to come along in awhile. I have gotten great results for myself and my clients.

  31. Great article. I never thought about asking a question and then posting it to my twitter or linked in! Done!

  32. When I click on Account…I see all of the choices you’ve listed in Step 1 except “use facebook as page”. What am I doing wrong? Help!

  33. Thank you for the information it is obviously a very well put together blog post. I appreciated very much the information about the photos and how to choose the best five photos that represent your brand. I actually know how to do that so thank you. I’m actually here in Toronto giving a business training course to some really excellent people and you allowed us to learn something for that very much appreciate the effort.

  34. I love how to slice every bit of information and present them in an effective and easily understandable format. Thanks for what you’re doing Kristi! :)

  35. Great tips. It’s a pity you can’t control the order of the “Top Five Profile Photos” like you can with normal user Facebook profiles; there were some really cool profile hacks going around the web, would be awesome to implement this on brand pages as well.

  36. These are some cool features implemented by facebook, i really like that we can use facebook as a fan page, this way we can give some extra exposure to our pages by commenting on fb walls and pages. thanks for sharing this useful info!

  37. These are some cool features implemented by facebook, i really like that we can use facebook as a fan page, this way we can give some extra exposure to our pages by commenting on fb walls and pages. thanks for sharing this useful info!

    Read more: http://blog.kissmetrics.com/new-facebook-fan-pages/#ixzz1Ur9azwEo

  38. Really important stuff here, all marketers should know how to properly use FB fan pages.

  39. When I go to Photo Settings, I see that it do not have options like what you show me in this article, I only see “Profile” and “Additional Permissions” tabs . Could you explain it, please ?

  40. Hi Kristi,
    Great post. I manage fan pages for businesses every day, but there’s always something new you can learn! Keep up the good work.
    dk

  41. old school bloggers may want to try the facebook fanpage, for it’s a big help to be able for your business to be known for a more wide audience.

    - Jack Leak

  42. These are great for working with clients! You have to really figure out how you want to target your audience and Facebook is helping with that in various ways.

  43. My business page is a mess..I removed all of my friends from my personal page due to the fact I getting slammed with junk from I do not no where.. and can not find how to block a biz on the help fb page. I trying to figure it out ( I older, not computer savvy) that my Etsy post need to go to my person page and I have to tranfer them to my biz page???? lulu

  44. I wnt to voice my pprecition for your generosity supporting those who relly wnt ssist with tht concern. Your ctul dediction to pssing the solution cross turned out to be exceedingly invluble nd hs ll of the time empowered employees like me to rech their gols. The informtive tips nd hints denotes this lot to me nd even more to my office collegues. Mny thnks; from ll of us.

  45. thannks! vety nice.i like post

  46. Awesome! All facebook tips collected in one post!
    thanx!

  47. Hey!
    GREAT INFO…THANKS! one problem..on the top 5 profile ad photos, it doesn’t say what size they should be. I did a research that said 50px X 50px, BUT, when Iused that size, it doesn’t show all of my photo…any suggestions??

    Thank you!

  48. Perfectly explained. Thanks !!!

  49. Hi, I would like to know if how can I change the setting to make our Facebook Page be liked first before the fans would be able to like the photos, videos and other posts in the Page.

    Thank you!

  50. Hi – is it possible to transfer a photo album from a personal page to a fan page WITH the labeling (not tags) and the comments? I’ve tried tools that say they work, but did not bring comments and captions. If not, would pressing “share” from the personal page to the fan page work?

    Thank you for sharing all this great info!I’ve also spent hours trying to find some of the information that’s on this page.

  51. Hi! I have a question. I created a fan page for my company, GreenCraft, and when I do a search for GreenCraft on Google, the FB page is one of the search results (good), but when I click on the link to it, the page is blank. It has our name and address, but says “No informatin has been posted… yet” However, I have a complete page with several portfolios that is completely visible when I click on the link to it via my personal FB page. What is the deal? I want to make it so the google link shows all current material, not a cached version from the first second I made the page. Any guidance?

  52. Sandra DiPietro Nov 02, 2011 at 4:09 pm

    Hi there, just wondering if you know how to change a setting where someone must “like” my page before they can view the wall, pictures, etc. I was hoping that all they can see is our info before liking the page.
    Look forward to hearing from you.
    Sandra

  53. Hello there, I also have the same question as Sandra. How can I change my page setting so that they can “like” before looking at all pics. Hope someone can help and let me know where I can go. Thanks.
    Teresa

  54. Great tips .. some things I’ve never thought of doing to promote my fan page. Thanks

  55. Jessica Dunne Jan 17, 2012 at 1:29 am

    HI! I am going round in circles trying to find something out and wondered if anyone could help me. I Have set up my ‘Page’, Got 34 ‘Likes’ now but when someone likes my page it only comes up as just the page name ‘Joe Bloggs likes Sand and Stars’ and no photos or information about my page is there so It doesnt encourage anyone to click….I feel I have wasted my time! Please can someone help! What is the FB term for this? Do I have to pay? Thanks

  56. Perfectly explained. Thanks !!!

  57. Have the same question with Sandra n Teresa.. Now all the Photo album in the fan page is “Public”
    Need help to change it, to only viewer who “like” the fan page..

  58. This is amazing education. Thank you sooo much for all of your hard work on this. Brian

  59. ronalynmendoza Feb 22, 2012 at 3:15 pm

    Hi, I just want to ask if I spend money for building a fan page? I dont’ want to spend any money on ads for this one. I just want a fan page that will act like a website, and that you can use as the center of social media hub . My intent is to get top google rankings for the keywords.

  60. ronalynmendoza Feb 22, 2012 at 3:18 pm

    Please I need your answer as soon as possible! Thanks

  61. Would be nice if you guys could update the post with the new Facebook Timeline layout and features?

  62. I’ve heard the average time a person spends on Facebook is 20 minutes per day. In contrast, the average time a person spends on a website is around 7 seconds. If you’re not marketing your efforts on Facebook, you may be missing the boat.

  63. This blog has got a lot of very useful information on it. Thank you for sharing it with me.

  64. Hi Kristi, your insights on marketing via FB are interesting and useful. I have a fanpage and i’m having some difficulty in uploading mp3 files. Do you know of any way i can jump this obstacle?

  65. Yah good reading, this article. However, it is a little bit out of date. I tried to change the landing page, and found it was gone. So I searched, found this page, and followed your steps and didnt see tabs listed. So I checked the facebook help and they took it away. Oh well, there’s a different way to skin this cat methinks.

  66. amber joy rava Apr 10, 2012 at 9:54 am

    hello out there’ i was once browsing around fb and noticed that in order to see someones page i was forced to LIKE it first ? i want to make the same thing happen on my page… do you know how i can make that a reality ???

    when people tap on my page they must like it before they can see it ???

    thxx

  67. Hey your site is really great I came across while in search for brand info on bing and it has lots of related information on it. Will be sure to come back again and bookmark. Keep up the great work!

  68. I like the valuable information you provide in your articles. I’ll bookmark your weblog and check again here regularly. I’m quite certain I will learn a lot of new stuff right here! Best of luck for the next!

  69. Hi Kristi, Thank You for the post. Facebook is constantly changing and your blog helps us keep up on those changes.Facebook is really effective in generating some good amount of traffic.

  70. Hi Kristi, Great info for everyone, especially us Indie Authors who use social networking to share news about our work.Thanks,

  71. You have to really figure out how you want to target your audience and Facebook is helping with that in various ways.

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