Want to know how to most effectively build your brand’s presence on Facebook. While we have presented numerous guides for marketers using Facebook, some of our guides are not created by the leading practitioners which is why we like to give these individuals the opportunity to share their experiences on Facebook. Christopher Parr directs the social media efforts for Sub-Zero and Wolf, a luxury kitchen appliance maker based in Madison, Wisconsin. Below are ten tips that he has for building your brand’s Facebook presence based on the company’s successful execution of their Facebook strategy.



1. Build It, And They Might Come

For years, people have asked “What’s your brand’s AOL/Second Life/Twitter/YouTube/iPhone/MySpace Strategy?” Facebook is the world’s leading social network, with over 400 million users – 50 percent of whom login everyday. It’s easy for brands to become distracted by the latest trends, but let’s face it, Facebook is the real deal. Affluent consumers are slowly gravitating to social networking, specifically Facebook. However, simply creating a Facebook presence alone just doesn’t cut it. It’s better to create the destination, guide it, nurture it — and allow your followers to flock to an official channel. Your brand’s Facebook Page may not explode overnight, but at least you control the medium.

2. Establish Your Page with Real Customers

Unless you’re a mass brand, Coke, McDonald’s or Disney, don’t expect a million users to “Like” your brand. I’d prefer 10,000 real fans and owners, true brand advocates — instead of an irrelevant mass. Go with quality over quantity when amassing friends — as your Facebook Page should be an extension of your brand’s voice. First, to build that foundation, establish and invite your core customers. Begin by communicating to your existing owner database and announcing your brand’s Facebook Page via email. Link to your Facebook Page on your website at every opportunity. Secondly, provide an incentive for your current customers to “follow” your brand. With a strong call to action, be it exclusive content or sweepstakes, your brand’s existing enthusiasts will propagate the Page.

3. Talk Like a “Friend”

Mark Zuckerberg’s mission statement is to “help people communicate more efficiently with their friends, family and coworkers.” What’s missing? Nowhere does it state to “help people communicate more efficiently with brands and products” — so stop talking like one when broadcasting status updates to your followers. Give your brand a voice — turn off the PR speak and press releases. Facebook users will quickly “Hide” your activity. Be casual, approachable, and communicate like a “friend.”

4. Content is King

Always add value to your customers’ busy lives. At the Sub-Zero and Wolf Facebook Page, we share seasonal recipes, wine pairings and recommendations and cooking tips. Additionally, we spotlight hot kitchen designers and their latest projects. We showcase photos of great design, inspiring new customers. The actual culinary and design content is hosted on, and links customers to, subzero.com. Excluding search engines (Google, Bing, Yahoo), Facebook.com is the third top referring site to subzero.com. The consumers sent by Facebook view more pages, spend a longer time on our site and have a lower bounce rate than any other referring site. To manage your social media content, find an easy solution such as Shoutlet (http://www.shoutlet.com) — which allows you to create, distribute, track and engage with video, polls, text messaging and podcasts. Analyze reports and see what works — and what doesn’t.

5. World Premiere

Reward your followers with exclusive news, videos and photography. By offering your loyal Facebook fans the “first look” at fresh content, they’ll feel like brand insiders — part of the club.

6. Be Open

I quickly leave a Facebook Page that leads directly to a large spammy graphic. Guide me to your brand’s wall — and don’t hide fan feedback, it’s more engaging to see the dialogue. Select Your Brand + Fans for your wall’s default view. Don’t create barriers to the interactivity and engagement. You’re more likely to grow followers by allowing users to preview the activity. They are more apt to “Like” your page and “Become a Fan” if they see that their contributions will count.