I ran into some discussion on LinkedIn about the nature of the Landing Page on Facebook. A person wanted to have people enter their group on a tab that was not the Wall tab. The replies were universally against it. Why? Because a Facebook Wall provides instant insight into the true nature of the company. When a potential Fan comes to your Facebook Page they will instantly see several important things:
Are You Posting Fresh Content?
This is immediately apparent, even to someone who knows nothing at all about "Social Media."
Is the content on your Wall linking to news, perspectives and commentary of interest to your audience, or are you recycling company announcements and using rhetorical questions to stimulate conversation?
When the Wall is full of press releases, it's an indication to a visitor that communication is all about you. Asking better questions than "what can I do to help you?" will stimulate real conversation and gain genuine engagement from your Fans.
Are You Getting Responses?
Because of the visual nature of Facebook, a visitor does not have to actually look at the content of your Wall to see if a conversation is happening.
It's instantly apparent that this link has 13 likes and 6 responses. And that a conversation has occurred. Even without knowing a single thing about the topic, anyone visiting this page can see that there has been a response by the community and, even more importantly...
Are Your Responsive to your Fans?
Equally as instantly obvious to anyone visiting your Wall, is whether you are responding to the people who are writing to you.
When you look at most company Facebook pages, you see a neverending stream of company propaganda, Likes, and perhaps, even, a comment by a fan...but rarely a response by the company to those responses. On very large company sights, those responses are disappeared, leaving nothing but the propaganda.
When your Fans comment, are they seeing a response from you?
Famously, when a company I'm interested in joined Facebook some years ago, they asked their followers what they wanted to see. I replied that I wanted to see them respond to us when we commented on their posts.
"Like this?" the company replied to my comment.
"Yes," I posted, "but with content."
They have since been very responsive to the posts on the Wall.
Social Media is never about you, it's always about the members of your community and network.
Your Wall is the best Landing Page you'll ever have. It indicates communication skills, responsiveness, and how much you value your community. Stick your Landing, and you'll get top scores from your community.
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