Facebook Checklist.doc 1

Facebook Checklist

Section 1: Basic Setup

1. Select page name to reflect brand and be useful as headline 2. Facebook page has a user name 3. Profile image reflects the brand attitude aggressively 4. Profile image takes advantage of available size 5. Profile image contains an attractive image 6. Profile image lists the company name 7. Profile image lists the company URL (optional) 8. Profile image contains the company slogan (optional) 9. Profile image encourages liking the page (optional) 10. Profile image encourages referring friends (optional) 11. Picture bar features products and people 12. Picture bar contains attractive images 13. Picture bar images have detailed comments and links 14. Tab names communicate purpose of tabs 15. Tab icons are distinct for different tabs 16. Info tab has phone number 17. Info tab has business hours 18. Info tab has email address 19. Info tab links to websites 20. Info tab About is written to display on main page under navigation. 21. Info tab has map for local business 22. Info tab tells a story about the business and company 23. Unwanted tabs deleted

Section 2: Facebook Landing Pages / Outside Landing Pages

1. Facebook landing pages in use 2. Default landing page specified 3. Default landing page tells a story that informs about the brand 4. A fan gate in in use on the landing page 5. A clear call to action on the fan gate 6. A clear call to action after the fan gate 7. Story continues from ad, to fan gate, to action 8. Unique offer is presented 9. Useful results are promised 10. Offer is ultra-specific 11. Since of urgency is created on landing pages 12. Visitors email is captured 13. Compelling graphics carry theme across the landing pages

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14. Encourages sharing the useful information 15. Split testing of alternative landing page (message in a vacuum). 16. Split testing alternative landing page (no fan gate) 17. Video incorporated in landing page

Section 3: Facebook Page Messages and User Interaction

1. Useful and interesting status messages 2. Status messages encourage liking the messages 3. Status messages ask questions 4. Status message encourage commenting and conversations 5. Status messages new at least three times a week 6. Status messages make special offers to drive traffic 7. Status message encourage reposting message 8. User comments are liked 9. User are encouraged to post testimonials 10. Links to related products and services 11. Links complement brand message 12. 50% of visitors liking the Facebook page 13. 0.5% average feedback on status messages

Section 4: Facebook Administration / Timeliness

1. Multiple administrators for the page 2. Default view for wall explicitly set (who can post) 3. Posts from users answered by knowledgeable staff

Section 5: Facebook Strategy

1. Run the http://www.isFacebookforme.com/ assessment 2. Advertise landing page in Facebook 3. Advertise to existing Fans

Section 6: Optimizing Facebook Advertising

1. Multiple ads tested simultaneously? 2. Multiple images tested? 3. Multiple headlines tested? 4. Multiple body text tested? 5. Geographic Targeting? 6. Demographic Targeting? 7. Psychographic Targeting? 8. Sociographic Targeting? 9. Advertising to fans? 10. Advertising to friends of fans? 11. Is the ad written for the target group? 12. Does the ad represent something the target group would be inclined to click on? 13. Does the ad make a promise?

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14. Does the landing page deliver on the promise?

Section 7: Improve Copy writing

1. The ad and copy together tell a compelling story 2. Is story follows from ad, to landing page, to offer 3. The visitor must provide contact information to complete the story 4. The story compels the visitor to progress to the end 5. The topic describes something unique, useful, ultra-specific, and urgent

Section 8: Cross Media Social Branding

1. Is Facebook log-in offered to log-into the corporate website? 2. Is Facebook LIKE button used on the corporate website? 3. Is Facebook LIKE Box used on the corporate website?

Section 9: Colors and Corporate Branding

1. Is the company name clearly featured on most of the Facebook pages? 2. Is the company logo clearly featured on most of the Facebook pages? 3. Is the company slogan clearly featured on most of the Facebook pages? 4. Is the company color scheme clearly featured on most of the Facebook pages? 5. If the company phone number clearly featured on most of the Facebook pages?

Section 10: Hatches Battened

1. Daily limit set on ads 2. Life-time limit set on ads 3. Total financial exposure calculated 4. Cost per like calculated 5. Cost per email calculated 6. Cost per customer calculated 7. Price per customer calculated