Creating a successful Facebook page requires more than just a few clicks, especially with the new timeline design.
Even before timeline, there were so many things to consider that we’d found it helpful to create a checklist for pages.
So we’ve upgraded our pages checklist to help you upgrade to timeline, and also keep track of your page on an ongoing basis. Print out this timeline checklist or save it on your computer so you can check off tasks once you complete them. And by all means, give us feedback on this in the comments section beneath this post.
|Internal Analysis||Do I generate added value for my business and my fans with my page? Do I have the resources (time and money)? Does it fit with my business strategy?|
|Target Group Analysis||Who is my target group? Is the target group actually on Facebook? Are the fans on my page part of the target group?|
|Stakeholder Analysis||Are there active fan pages for my business or products? Is a merger or partnership possible? |
Tip: Merge the pages, where applicable. An explanation how to do this appears here.
|Competitive Analysis||Are my competitors active? What are they doing? |
Tip: Compare your fan page with others.
|Define Objectives||What are my objectives for the fan page? Are they reasonable and measurable? Do they contribute to the success of my business? Are they smart?|
|Define Key Performance Indicators||How do I measure success (number of fans, user engagement, increase in sales, and so on)? What do I want to achieve? Which metrics should I use? |
Tip: Define clear objectives and metrics upfront for a certain time frame and continuously check the performance.
|Create a Framework||What resources do I have available? What departments need to be involved? Who is responsible for what? |
Tip: Involve all internal and relevant stakeholders (marketing, legal, customer support) in a timely manner and create processes and outlines for responsibilities.
|Define Systems And Processes||Who is the responsible spokesperson within the company? What are the processes for approval? |
Tip: Outline an approval process that serves as a binding, unmistakable guideline for community management. Plan for quick processes that enable personnel to act.
|Define Content||What basic content will be posted? |
Tip: Avoid marketing and advertising text. Facebook requires individual contributions that adapt to the platform, its environment and behavior.
|Internationalization||Do I need a central fan page or country-specific fan pages? Are the target groups within the markets big enough for individual pages? Are there sufficient resources for multiple pages and translations? |
Tip: Individual status updates can be directed at different countries and languages.
|Define Direction||Is the fan page long term or is it campaign driven? How will the users be directed to the right page?|
3. Basic Set-Up
|Page Name||Is the page name fitting and can it be used long term? Does it conform to policy and the law? Does it communicate your objectives? Will potential customers or fans search for this name? |
Tip: The guidelines for Facebook page names appears here.
|Profile Picture and Cover Photo || |
The new profile picture (square and small) ideally can be used for the company logo. You could try to design a profile image that’s part of the design of the cover photo, but that requires a lot of work.
Does the new cover photo fit the objectives and does it represent the company?
When deciding which picture will be the new cover photo, some Facebook guidelines have to be considered. An overview of the requirements appears here.
Tip: Test the new design in advance with a Photoshop template.
Publish date: March 14, 2012 https://stage.adweek.com/digital/facebook-timeline-checklist/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT