Facebook Pages for Brands, Celebrities, and Non-Profits
A great presentation on how to make Facebook really work for your brand from WOMMU '09. A lot of people say they know how to build a Facebook presence, but a quick look at the examples in this deck gives you the real best practices on making Facebook work for you.
I was at a conference about two weeks ago when I asked Sandy Carter of IBM how they generate buzz when they're just in maintenance mode (that is, they don't have a big announcement, event, or ad campaign that can drive action and awareness). She had a great response, that includes a powerful tactic that you can use to build excitement for your social media presence even when you don't have anything offline that you can tie to to drive excitement.
Her recommendation? Build in two momentum points throughout the year for your social media campaign. Pick them and put them in the calendar, determine what they'll be and then begin to build towards them and come out of them. This gives your social media presence some cadence and a way to build excitement that is outside of product launches, major events or other momentum-generating activities.
Of course, those other activities should be leveraged to generate buzz as well; but in the absence of it picking two momentum points to build to and from make for a great way to create a reason for people to engage with you online.
