Lisa Wehr posted a solid listing of The 7 Deadly Sins of Facebook Page Design on iMediaConnection today. There are a number of valuable tips and, while it is clear that the focus is on design, don’t forget that content is key. There is the ubiquitous question regarding all forms of media as to what is more important – presentation/delivery or content. In reality, it is not an either/or question, but a matter of both. You can have the most beautiful page that conveys nothing. You can have the secrets of the universe on a page that is not designed well that also, effectively, conveys nothing.
The only point that is missing from the post – other than the fact that it does not clearly call out the need for strong, relevant content (and the strategic communication that lays out its release) – is some guidance on the best treatment to highlight the newest, most important information on your page. Her strong suggestion regarding not pointing to the wall, but to a landing page is perfect when you have a large promotion like Ben & Jerry’s Schweddy Balls promo. But, what if your brand or company is in-between those big promotions – or your company is not the type to have those types of programs to begin with?
Using major brands as examples of the right thing to do is fine for broad explanations, but what about the smaller companies or brands – the ones that comfortably list 10,000 fans or likes and not 1,000,000 or more? Those large brands have one or more people specifically assigned to social (and perhaps to Facebook only). They also have the resources to build out great design. The trick is how the smaller entities program to keep the interaction and community fresh.
For those who have no internal or external resources to do this, it might take even a few hours to brainstorm with whatever departments exist to throw out all the different forms of communication are available and set up the release strategy. By having all (or most) of the content laid out ahead of time, the structure (both release schedule and design) becomes that much more solid. You can then have a groundplan for releases so you don’t inundate fans with waste and you can also lay out relevance. This exercise also helps guide the design or layout that will best highlight what you want highlighted – which could be any of the 7 keys Wehr laid out or others.
As it is becoming clear across the board, fans don’t really mean much unless the numbers in themselves are press-worthy. The real value is found in engagement and interaction. I would even take that a step further – emotion. With that, there are few ways that are better at achieving emotion than the seamless marriage of strong design and content.
Whether it is in company updates, insights, videos, images, testimonials or any other things that can be effectively placed in your Facebook page, well-executed weaving of design and content are sublime, effective and necessary.