Improving Your Facebook Page with Customized Tab Applications: 10 Examples

The following is an excerpt of a complete article available in our Facebook Marketing Bible.

A well-managed Facebook Page will rapidly become your brand’s second home on the web, both in how well it ranks on Google and other search engines, but also (vitally) in the amount of time your customers spend reading and interacting with your content.

Indeed, because the average user now spends upwards of 30 minutes each day on Facebook, there is a far greater chance that they will consume your brand’s message on the network than anywhere else, including your main website. This level of engagement can be further improved by adding key resources to your Facebook presence, driving repeat return visits to your Page.

One of the best ways to do this is to build and implement customized functionality right onto your Facebook Page. In this article we will look at the different ways in which this can be done.

What Is A Customized Tab?

Every Facebook Page has a series of tabs that are accessible on the left-hand sidebar. The default options available for all new pages are the Wall, Info and Photos. Facebook allows the administrator of any Page to add extra functionality to their Page, most of which become a new tab in this sidebar. All tabs, apart from the Wall and Info, can also be removed.

Additional tab applications developed by Facebook, third-party developers, or your company can be added to Facebook Pages. Official apps built by Facebook include Video, Links, Events and Notes, each of which will appear automatically in the left sidebar once used and populated with content.

Custom tabs can be developed in-house by brands. In most cases, though, they are licensed from third-party service providers a la carte or as part of a Page management platform. Some developers also offer tab applications that can be used for free.

Prior to March 2011, tabs could be easily customized on Facebook using the popular Static FBML application. This has now been phased out and tabs need to built as an actual application via the Facebook Developer’s site. The content is then embedded into a tab on your page via the use of an iframe.

Many high-profile brands on Facebook have implemented customized tabs on their Pages to raise the level of fan engagement. We’re seeing leading brands employ a variety of techniques that include marketing fundamentals like a strong offer and clear call-to-action, as well as more advanced methods like embedded games and promotions that bridge online and offline.

A step-by-step guide on how to create your own customized landing tab, and further analysis on live implementations from top brands on Facebook, is available to members of the Facebook Marketing Bible, Inside Network’s comprehensive guide to marketing and advertising your brand on Facebook. Learn more about the Facebook Marketing Bible here.

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Utilizing Social Media To Celebrate Milestones As Marketing Opportunities

Social media was created with the idea in mind that people were going to use it to connect with friends, family, and even strangers from around the world. It has now grown into not only a personal networking opportunity, but also a marketing opportunity for businesses wishing to promote their products and services.

When marketing on social media, whether it is Twitter, Facebook, or another site, it’s important to “go back to the source” and remember the reason why social media became so popular in the first place — to create personal connections. One of the best ways to do this is to help people online rejoice in not only their everyday lives, but also the major milestones they and their family go through.

Recognizing these milestones as celebrations and marketing opportunities can help businesses make a lasting impression on their customers while also exposing their kind actions to their other customers or connections on social networking sites.

Graduation

Graduations are a major life event that happens every spring. Whether it is high school, college, or beyond, graduations are usually celebrated in a big way by families.

Take advantage of graduation season by running a Facebook Ads campaign that advertises to users who put their graduating year as the current year in their education section.

Also, creating a custom Twitter hashtag campaign that offers ‘new grad’ prize entries for Twitter users than tweet what they are excited for most about college or the ‘real world’. Prizes could be things they’ll need in the next stage of life—resume editing, a new laptop, or a gift card to Ikea for apartment or dorm furnishings.

Weddings

Weddings are usually a once-in-a-lifetime celebration that can be a good marketing opportunity for marketers who offer products that can be used in weddings, receptions, and showers.

Taking the digital aspect out of social media when it comes to weddings can be a successful approach.

Attend bridal fairs and showcase online invitation RSVPs and registries, the ability to share a registry on Facebook or Twitter; and online giveaways, such as a free wedding for the most “social media savvy couple”.

Couples could earn votes for each of their friends and family members who like the business’ page on Facebook or Follows them on Twitter and mentions it in a tweet. Brides and grooms aren’t afraid to get their feet wet when it comes to getting the wedding of their dreams.

New House

A new house is another major milestone that most people reach in their 20′s or 30′s. Because this age range is usually very technology savvy since they grew up learning to embrace technology, social media is a great way to engage new homeowners.

Businesses could use search.twitter.com to look for tweets mentioning new house terms, such as “just got the keys” or “closed on our house” and then offering those Twitter users a coupon code or unique link that gets them a free product to congratulate them on their new big purchase.

If a coupon code won’t work, tweeting a personalized tip or product mention can also be effective: “That’s great @wonderwall7! For a fun housewarming party, check out our custom invites!”

Pregnancy

Pregnancy is a huge marketing opportunity for those who make baby or children’s products, but thinking outside the box on this one can also help businesses in other industries.

For instance, asking Facebook fans what cleaning product has helped them clean up kids’ messes or mentioning that a hospital network uses a certain brand’s satin sheets in their maternity wards can also bring up unique ways to reach out to customers.

In addition, a clothing manufacturer or fitness apparel website could also market their maternity wear to expecting mothers who mention their pregnancy on message boards/forums or Twitter.

The marketing opportunities to connect with people who are experiencing life-changing milestones can be great. Focusing on the positive and choosing to celebrate with the audience can be the best approach. Try not to make connections cheesy, but genuine. I’m sure customers will appreciate the gesture.

Images, used under license:  Graduation (via Shutterstock.com), Wedding by Flickr user @2sistersphotopro Pregnancy by @meemal, under Creative Commons.

 

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Let’s Get Social

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