Change is never seen as a good thing, especially in the motorsports industry, but the pushback on the Facebook Timeline for businesses is perplexing. Never before have tracks, series and drivers on Facebook had such a great way to connect to their fans. Deeper engagement possibilities, better Insights (stats) and tools to reach new fans each and every week. Here are a few things you should be embracing in the new Facebook for your brand.
Facebook Cover Photo. Highlighting your sponsors, track and fans has never been this easy on your page. Heck, you could even go a step further and use it as another revenue stream for yourself. Next Events, upcoming specials, fan contests. The possibilities of what you can do with that space is endless. Don’t be bound by just throwing up a photo of racing action. (The ideal dimension for a cover photo is 850 pixels wide by 315 pixels tall.)
Insights. Facebook has steadily improved their stats resource with each feature rollout. There are amazing details about your visitors and who they are connected to. The most important stat you have at your disposal is the “Friends of Fans” Many will see this number in the millions. These are people that you can reach by getting your fans to share with their friends. Look at them as potential customers. Hold sharing and “liking” contests. Growing organically (Virally) is a great way to reach someone that might just become a paying fan for life. (1% of 1M is still 10K Fans)
Fresh Content. With the new Timeline you can no longer use “landing pages.” It is actually a good change that takes away the crutch of not posting often and providing your fans with new items everyday. Fresh content is the most effective way to drive new traffic to the your page. Ask questions, create polls, and post fresh content designed to provoke responses and make your stream an active discussion.
Don’t be Afraid. We as a group in short track racing need to stop worrying about every change social media brings. It is an evolving platform that even the most savvy users are still experimenting with. Post fresh, post often and engage the fans that using your page. Sites like Facebook are not going away. It is a free platform that can help you if you take a little time to engage with it.