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How to Develop a Successful Facebook Page

by Mark Ivey  |  
July 28, 2009

Businesses have begun to flock to Facebook Pages in the past year—and no wonder. With a Facebook Page (essentially, a mini website on Facebook), you can post company news, announce events, offer tutorials, highlight videos, conduct polls, and create community with discussion boards.

Facebook Pages are good for building your brand and creating conversations, allowing users to get more deeply connected with your business.

Recent changes to Facebook Pages mean they're now more like personal profiles, with a real-time news stream and the ability to create your own specialized tabs. Facebook Pages are also searchable from outside Facebook, and they're easy to set up.

They're also potentially viral. That's because when Facebook members become "fans" of your site, your name and logo will appear on their personal-profile newsfeeds (your status updates—usually text-only messages—also appear in their newsfeeds). News Feed also tells their friends they've become a fan, which in turn (if they join) can alert their friends, creating a viral effect.

A Good Example

Check out one of the step-by-step guides noted at the end of this article for detailed setup instructions. Meanwhile, I'll focus on strategies and highlighting some of the key features, using as an example the Dell Social Media for Small Business site/Page, which has 32,000 fans (Dell has several platforms on Facebook). 

  • Audience: First, define your audience. Dell's social media site is obviously aimed at its small-business buyers, a market that accounts for a large percentage of Dell's computer business.
  • Goals/objectives/strategy: Think through your goals/objectives and strategy for the site. Before you launch, determine how you will measure success (e.g., how much traffic you drive to your website)


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Mark Ivey is a partner and consultant with the ION Group ( a marketing communications company based in San Jose, CA, specializing in social media. Reach him via

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  • by Jennifer Deal Tue Jul 28, 2009 via web

    I assume this is all done with Facebook's version of HTML (FBML)? Is that a fair assumption?

  • by Emerson Tue Jul 28, 2009 via web

    Great article. As a small business owner, I am just beginning to see the benefits of using Facebook as a tool to form relationships with my customers, and millions of potential customers. This article helped to build my confidence in setting a new vision for our Facebook page -- particularly after seeing the great job that Dell has done. Do you have any other good examples that you could share?


  • by Mark Ivey Fri Jul 31, 2009 via web

    Jennifer: Yes, far as I know it's all done with FBML.
    Emerson: I'm still collecting these corp. examples. There are many consumer examples (ex: Papa John's Pizza) that have garnered some publicity but I'm trying to find more good B2B examples (ex: Sun Micro). Pls. check my blog in coming weeks (or possibly here, if they fit into a story for MP).

  • by JLibbey Mon Aug 3, 2009 via web

    I'd love to see your article on B2B examples here.

  • by Karl Thunemann Tue Aug 18, 2009 via web

    A lot of good information here, but it omits the basics for social networking newbies.

  • by Mark Ivey Wed Aug 19, 2009 via web

    Facebook offers a simple step-by-step tutorial for newbies.

  • by Jerry Suhrstedt Mon Sep 7, 2009 via web

    Great basics article on integrating facebook in to your social media marketing strategy. One of the better pieces of information.


  • by R. Hildebrand Tue Nov 3, 2009 via web

    Just recently setup a page for my company - is there a way to measure traffic, etc. with facebook? I've viewed the insights of my page, but that doesn't seem to tell me too much.

  • by Ben Poole Thu Nov 12, 2009 via web

    For our company's page, the "Discussions" tab can be very useful, but more so if discussion topics allowed for HTML (or FBML, whatever) and posting of pictures, links, etc.

    Does anyone have a better suggestion for a more blog-like tab on our facebook page? I've considered the fact that maybe the discussions area isn't the perfect place for what I'm trying to do, but I couldn't find any other tabs to add that worked any better.

  • by brian Tue Dec 29, 2009 via web

    Kiss the viral benefits goodbye, facebook is changing what shows up in your fans feeds. . It doesn't look good for anyone with a facebook page that isn't willing to pay for placement.


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