Landing Pages on Your Facebook and Twitter Online Communities
A landing page is a page where members have to achieve a specific goal that you have for your online community, such as a subscription or a purchase.
Facebook landing pages
Facebook landing pages are a bit different than other landing pages. You can create a Facebook landing page if you prefer to have at least one static page, especially if you feel actionable information will get lost among a lively conversation. A Facebook landing page can include one or more of the following:
Your brand’s logo
Your brand’s About page
A newsletter or other subscription form
A sales page
Keep in mind that a special Facebook landing page is optional. Not all members visit this landing page because that’s not where the conversation is, and no one wants to hang out much on an obvious sales or signup page.
Many times, a brand has better luck driving community to action by using the sidebar on the left of their Facebook pages. By using links and text, they can guide members to action without being so obvious. Still, others swear by Facebook landing pages because they enable brands to put up a static page of information that shows both new and old members everything they need to know.
Though you want members to enjoy the conversation and they’re under no obligation to buy, sell, or talk about you or the brand in any way, you do have an ultimate goal.
For most online communities, the purpose behind the community is to get members to take a specific action, whether it’s to click an advertisement in order for the brand to earn money or a commission, buy a product, share a link, or sign up to receive something. Your landing page shouldn’t turn members or potential members off from socializing while still gently guiding them to action.
Twitter landing pages
It’s a little trickier when it comes to suggesting landing pages to a Twitter community where the community is so wary of spam. In fact, it’s gotten to the point where many of the people who use Twitter are afraid to mention certain words or key phrases because they’re afraid spammers will pick up on it and tweet spammy links to them.
When you’re making your rounds on Twitter, think before dropping a link to a landing page. If a member is talking about your brand because he had a positive customer service experience, the last thing you want to do is turn it into something negative. Say thank you and invite that person to contact you with any questions or to learn more about the products or services you provide.
If someone is looking for specific information — for example, “I love Brand X, but for the life of me can’t find nutritional information online about this product” — you can reach out with a nice comment and a link to the information he’s seeking. Sending links out randomly is considered spam. Even if it doesn’t turn off most members or potential members, it’ll get you banned.