How to Effectively Utilize Your Brand’s Facebook Page

On November 7, 2007, Owen van Natta (Facebook’s former Chief Revenue Officer) presented Facebook Pages for the first time at the IAB Engage conference in London.  This proved to be a pivotal moment for brand marketing.  Companies now had the ability to inject themselves into the valuable real estate of their fans’ news feeds.

The process of constructing a Facebook Page should be similar to the thought process behind a typical website.  You must determine your reason for having a Facebook Page, and it should be easily identified.

Primary Objective

Your Facebook Welcome Page should be designed in a way that encourages visitors to like the page.  A “like” on Facebook is just as valuable as a email subscription, if not more so.  Once someone likes your page, it usually appears in their friends’ news feeds, and it gives you a chance to transition them from a casual fan to a raving one.

Here are a couple of examples of a layout designed to encourage a “like”:

Secondary Objective

A secondary objective of the facebook page should always be focused on showing visitors an engaging cultivation strategy.  Tell them why your product is special, give them a peek behind the scenes, or take the opportunity to develop the culture that your company would like to convey.

The secondary objective should not overpower the primary objective, which is getting visitors to “like” your page.  Notice the Red Bull page above.  To gain access to the videos, you must like the page.

The NFL does a great job with this, as well.  Notice the separation between the primary and secondary objectives.  The first thing you see is the suggestion to like their page.  The information and interaction occurs further down the page as you scroll.


The presentation of your Facebook Page says a lot about your company.  Always remember to provide a clear call to action, and exhibit content that cultivates raving fans.