Facebook has now added “Pages Feed” to your home page. It’s in the left-hand column, where you probably never, ever look. The idea is that you can click there and then see *ONLY* posts from fan pages that you’ve subscribed to by clicking “like” on them. Depending on how you’ve set your Facebook presence up, this is either a good or bad development for you. A while back, Facebook allowed people to change their personal pages into fan pages. This made sense for some people, who really have more fans than friends, such as actors and comedians. It made sense for people who wanted to broadcast things on Facebook and only interact on their page, instead of being able to see the content posted by the people connected to them.
At this point, it seems like Facebook has moved the content from fan pages to this separate “Pages Feed”, so I’m not sure how much content from pages will be showing up in the regular “News Feed”. If the answer is “none”, that’s a major disadvantage to having a fan page instead of a personal page, especially since “Pages Feed” isn’t even available on some smartphone Facebook apps.
One of the things people fail to account for when they set up their online presence for themselves, their brands, or their companies, is that the main value of being online is two-way conversation and interaction, not one-way broadcast.
Unless you’re an entertainer, nobody’s really checkin’ for what you have to say.
So it’s really in your best interest to create an environment where you can reach out to your fans and/or customers proactively. You can’t do that if you select a presence where they can view your content, but you can’t view theirs.
On top of that.. Facebook has added a feature where people with personal pages can pay to “promote” posts, so they show up in the “News Feed” like advertisements. Fan pages can do this too, which is called “sponsored” posts, but the idea is basically the same.
None of this matters, however, if you don’t actively monitor your online presence or hire someone else to do that.
If you aren’t going to check to see what your fans and customers are going to say anyway, go ahead and make a fan page, so people can leave comments there that you never respond to.
Anyway.. The internet doesn’t work on its own. You don’t just create a web page, and people magically arrive and purchase goods and services from you.
Creating your web presence is the beginning of your job, not the end.
My suggestion is that you figure out ahead of time which employee of yours is going to become your online brand ambassador, and how much time per day they’re going to devote to maintaining and growing your community of fans.