If you own a business or manage a non-profit, take advantage of the popularity of Facebook – a social networking Web site with more than 300 million users – to create a Facebook fan page.

While Facebook’s primary function is to help individuals connect with one another, the site also allows entities to create fan pages across a range of spectrums. Users can log in and see updates from friends and fan sites.

“It’s a great way of marketing and staying in front of my customers,” said Heather Lussier of Heather Lussier Photography in Los Altos. “Clients love it – they can share photos with friends. And I can generate more business by posting promotions. It’s a free, fun and easy way to reach people.”  

Benefits of a fan page

A new media combination of newsletter, Web site and discussion board, a Facebook fan page allows devotees access to your latest updates and an opportunity to learn more about your business. It also provides free advertising – friends can see each other’s fan-page affiliations.

Almost any entity can create a Facebook fan page. To be successful, you need a satisfied customer base and something interesting to say to (or ask) your customers. This can include new offerings, events, articles and photos. Also make sure you have time to read and respond to replies. Finally, commit yourself to growing your fan base: publicize your fan page on your Web site, in advertising and at your store.  

If you don’t have a Web site or a newsletter, this is the cheapest and easiest way to produce one. If you do have a Web site, adding a fan page tells your customers you are up-to-date on the latest ways of connecting with customers. The fan page puts you in front of your customers as frequently as you like, giving you the ability to offer updates and solicit feedback.  

Belinda Chung, owner of BK Collections in Los Altos, received help from her daughter, Katherine Chung, a Los Angeles-based music promotions professional. In lieu of a Web site, Katherine launched the fan page in September and keeps it lively with periodic posts on store hours, customer appreciation sales and photos of exclusive merchandise. The Chungs plan to feature vendors and run special promotions for Facebook fans.  

Creating a fan page

While creating a fan page takes only a few minutes, first visit other fan pages to familiarize yourself with the concept. Visit the fan page of Ridge Vineyards or Heifer International for ideas. You can find fan pages by searching on Facebook or an entity’s Web page.  

To create a fan page, visit www.facebook.com/pages/create.php. Give thought to your fan page’s primary photo or logo (uploaded from your desktop) and your initial posts – this will attract fans. Also add pertinent information such as phone, address and Web site so that fans can reach you easily. Keep things interesting with regular posts (ideally several per month but no less than one per month). Your fans want to hear from you.  

The non-profit group GreenTown Los Altos switched from a Facebook “group” to a fan page.

“We gained more functionality and are now searchable on Google,” said Mary Gospe, a volunteer on the group’s marketing committee and co-founder of KickStart Alliance, a sales and marketing consulting company.  

GreenTown uses the fan page to keep fans up-to-date on programs and events, share photos from events and discuss topics about program areas. The group hopes to attract more fans, volunteers and donors via the searchable fan page, and welcomes posts and content by fans.

If you are looking for another way to connect with customers, move yourself to the forefront of customer marketing with a Facebook fan page.