A Welcome Tab Isn’t Enough:
How Custom Tabs Give Fans More than Just Your Wall

Custom landing tabs: all the big brands have them, all little businesses want them, but just how effective are they in engaging your Facebook Page’s following? Since landing tabs primarily target those who don’t already “Like” your Page, what’s in it for your fans, and are your fans even aware of the stuff you’ve got tucked away in your sidebar? Creating a worthwhile Facebook tab is an art, and using it effectively, both before and after a visitor has Liked your Page, can be a challenge.  Here are some tips to help you get the most out of your custom tabs for all of your fans.

Make it interactive

Take a cue from the video game world, and design your tab so it provokes the need for interaction. What does this mean exactly? Don’t imitate your website with static text and images; you’re on Facebook! Being social means fostering participation and engaging with media, so try adding a few tricks to your custom tabs:

Video
Video can be fun, engaging, and effective; for many watching a quick 60 second video is a more attractive option than reading an entire blog post. Video can create more opportunities for your fans to share your content, too. Video, along with links and images, is one of the most popular forms of media shared across Facebook.

This tab features video, a sign-up form and a PDF download.

Polls and Surveys
People love to give their opinion! Present your fans with a poll, and give them an easy way to share their opinions with your brand. Don’t forget to make your fans feel like they have been heard – make use of the poll or survey data you’ve received and put good ideas into action.

Photo and Product Galleries
While static images have their place, if you’re trying to show off your summer product line, or display the pictures from last week’s company outing, photo and product galleries are definitely the way to go.  In the 520px world, conserving space and preventing the “forever-scroll” is key, so watch the height of your content. By including a lightbox feature or slideshow-scroller in your gallery, you’ll better engage with your visitors by giving them content right up front with an active way to see more.

Virtual Gifts
If you’ve never received a virtual gift on Facebook, count yourself in the minority. Virtual gifting is hugely popular amongst Facebook users, and the best way to have success with a virtual gift is to create something that’s both unique and matches your fans’ interests (humor never hurts either). By offering your fans something  specifically designed to be sent to their friends, your fans will be doing your job for you by exposing their friends to your business’s Page.

This tab allows users to select a virtual gift to send to a friend.

Quizzes
Check out any newsstand and you’ll see a plethora of magazines featuring a quiz (What kind of boyfriend ARE you, anyway?).  Silly, sure, but they exist for a reason – people love to learn about themselves and test their knowledge, especially if the topic speaks to them. Try working a quiz into your Facebook tab, or ask your fans a trivia question every week on your wall.

Contests and Promotions
If you want to really incentivize your followers, a properly run contest or promotion can boost interaction like nothing else.  There are many ways to go about introducing a contest, so this will be discussed more thoroughly in a bit.

Integrated Facebook Functionality
Always integrate core Facebook functionality into your tab by adding the ability to “Share”, “Comment” and “Invite Friends” throughout. It’s what Facebook is all about! Social media is supposed to be social, so allow your visitors to share your content to their own walls. You’ll reach beyond your fan base and expose your brand to users who might not otherwise hear about your brand.

Of course, this is only the tip of the iceberg. There are a number of third-party tools out there, and by using an iframe application built on the Facebook Platform, the sky really is the limit, so get creative!

Facebook-only content

Reward your fans for Liking your Page by offering them something they can’t get anywhere else. Coupons and special discount codes are often the first ideas to come to mind, but there are so many other great ways to go about gaining user’s interest. Make your fans feel special with exclusive content.

1) Think about why your fans actually Liked your Page to begin with.
2) Try to integrate the reason behind these Likes with your business’s core competencies.

For example, if you’re an admin of a Page for a primetime TV show, then behind-the-scenes video clips would likely grab the attention of your users. Or, let’s say you’re a smoothie company. Posting your “secret menu” of specialty drinks is a great way to make your fans feel as though they’ve been given insider information. It’s all about a perception of exclusivity.

Baker’s Shoes uses their VIP tab to offer fans exclusive offers, sneak peeks of their products and more.

If your Facebook-only content is compelling enough, you will be rewarded for your extra effort. If you’re using social features correctly, active fans will share exclusive content with their friends, your fan count will grow organically, and these new fans will be genuinely interested in your content.  Good content is always king, and will remain the key driver in drawing fans to your Page in the first place.

Contests and Promotions

Contests and promotions are such a big deal that they needed their own section – they’re arguably one of the most effective of tools for keeping your fans interested and engaged with your Facebook Page. There are a number of great reasons to run contests on your Page. Due to their interactive nature, contests encourage a high level of interaction from fans, and at the same time, they also work really well as Facebook-only content. Users can only participate in your contest if they are actively using your Facebook Page.

Another great reason you should run a contest? User-generated content! When users begin to share their own content and doing more than just commenting on your posts or Liking them, you know you’re really hitting on the definition of “engaging”. Running a contest that has users submitting essays, photos, or videos encourages users to actively participate and become invested into your campaign – this does much more than passive sweepstakes. Keep in mind, though, that while these types of contests can be great for your brand, they’re not necessarily simple. The prize must be worth the amount of effort a user must put forth to enter the contest in order to see real ROI.

Huddle House uses a photo contest with voting capabilities for an iPad giveaway. The voting functionality entices fans to
visit their Page often while the entry form collects valuable user data.

Contests also allow you to collect valuable data about your fan base.  Ask entrants what they like/dislike about your brand or Page, and go for more than simple demographics. Get feedback about the promotion, and ask for suggestions on future contest ideas. After you collect all of this information, use it! Show your fans you’re listening, and implement some of their ideas – people love being heard and recognized for their input.

While landing tabs definitely have their place, they aren’t the best way to engage users after they have Liked your Page. Bring your visitors back to your Page by providing them with unique content and fun ways to interact with your brand. Remember, it’s not the number of Likes you have, it’s how you engage with them that really matters. It shouldn’t be difficult, either – there’s no reason to spend time and resources developing an in-house solution regardless of your size or budget.  Rely on the expertise of others by using third-party tools to aid you in the creation of interesting, interactive and custom Facebook tabs.  Your Facebook fans will thank you.