There was a recent article on Hubspot that highlighted the 15 best Facebook pages you’ve ever seen. I thought a little review of the Facebook pages of some of the biggest brands local to me in BC, might make for a fun post. Was I surprised at the results.
1. Lululemon – they have over 400,000 fans and get tons of engagement on their wall so as far as working Facebook the way it should be done, they are doing it well. But what about first impressions?
When you go to their page, it takes you immediately to their Wall which, as it looks like every other Wall, can be a off putting as it is so text dense. A Facebook landing page gives a brand an opportunity to tell an initial story and then after someone likes them, continue to build on that story.
They are using apps on their page for video and events but it segments them out and puts the onus on the user to zoom around and read all that information in a few different places. Their “This Just In” informs the user about their mailing list and they should sign up. Wouldn’t it be better if they actually used that page to highlight their newest products and drive the use to their online store to buy the product?
2. Happy Planet – this soup and juice manufacturer has just redone their website. Now they need to tie the rebrand back to Facebook and start to capture more fans with a Landing Page. They too just send people to their Wall, where you have to dig through a stream of messages to find out that they are giving away a trip to Thailand.
A landing Page with “Like us and get entered in a trip for 2 to Thailand” with some nice graphics will probably be more compelling to the potential fan than the Wall.
3.The Keg Restaurants – they 85,000 fans and they too drive everyone to their……Wall. They have a few landing tabs around gift cards (very corporate) and menus but again, there are a few tabs and they could all be in one place as their landing tab instead.
They should also have a fan gate that once a customer likes their page, they get a coupon code good for that week or month that get’s them 20% off their meal at any Keg.
They are also missing an opportunity to capture new fans by not using the video for their latest television ad on a Landing tab – pictures and videos make a great first impression.
4. Coast Hotels – They direct their Likers…..off to the Wall (again) with no reason as to why they should be liked. Maybe that is why they only have 1000+ fans.
Their current advertising on their website offers a Friends and Family rate of $79 per night. Why do they not have a Landing Page that also advertises that and then the Fan Gate reveals an extra 10% off once the person Likes them?
At minimum they should have a tab for every campaign they are currently running.
5. Vancity Bank – They don’t have a Facebook page. They must have a good reason for this but when their competitors like the TD Bank have 59,000 fans of their Money Lounge they should really reconsider their position.
FYI: The TD Money Lounge also takes you to the Wall and they even have a Like Us tab that they are not using – weird.
So the upshot is: stop sending people to your Wall. It makes a bad first impression. Centralize all your campaigns, videos etc on one Landing Tab so that users don’t have to troll around your site looking for the “good” information. Get you website campaigns working in your Facebook Page. Use Pholiofy for all of this, and missed opportunities will turn into actual opportunities.