There is an assumption that building a Facebook Page for your business will automatically increase site traffic and overall customer interaction. That’s not the case. Yes, there is a massive audience on Facebook, but that audience isn’t necessarily on the site searching for brands. Here are a few tips to help increase the interaction of Fans on your Facebook Page.

1. Maximize Your Page Image

The profile image is one of the first things users look at and it has the potential to leave a lasting impression so make it good! One strategy is to change the picture often. Mix it up between current events at your business and a little nostalgia of past successes of your business. You can also turn your profile image into a mini print ad. Facebook has expanded the profile picture size for Pages to 200 x 600 pixels. Instead of just posting your logo or an image of your store front, you can use this added space to incorporate tag lines, services offered or contact information. You can view my facebook page here to see an example.

2. Create Exclusive Tabs for Users

Use different Tabs to target different sets of people. Take new users to a Landing Page that encourages them to ‘Like’ you rather than your Wall which may confuse them if they are not familar with your company.  You can also get creative by integrating animated Tabs to through Facebook API. The greatest opportunity you have to capture a users attention it offer them a unique experience on your page that is different from your competitors. The below illustration shows some creativity added to Camp Kiwi’s Facebook through custom Tabs:

3. Join the Conversation

Unlike print advertising, social media advertising has caused a conversation revolution within advertising. Instant feedback has arrived and is expected. Every time someone comments on your new status, a photo, a video, a discussion thread, or anything else, you need to comment on it.  Be engaging and you will instantly be viewed as a “friendly” company that takes the time to interact with customers.

4. Fan Only Incentives

Offer  coupons and incentives exclusive to you Facebook fans. You can also leverage Facebook Places to offer discounts to those who check-in when they are at your business. Facebook incentives are a great way to increase the return rate of users. Users are more likely to return to a page that offers product discounts or promotions.

5. Updated Often

While it’s extremely important to interact and join the conversations on your Facebook Pages, it’s also equally important to help spark the conversation. When it comes to posts always try to engage the customer. It is import to post sales, upcoming events and product promotions but mix it up with random questions, “Another Snow Day! How is everyone dealing with cabin fever?”. Again, its all about engaging conversation and getting users to return to your Page is a result of increased interaction.

In virtual economies, one of the most effective measurements of the state of an economy is repeat usage. Facebook pages and other digital content channels are no different. Users that return to your page regularly are more likely to become paying customers.