Recently Facebook have attempted to make company pages more business driven with the heightened ability to create custom pages and improved analytics. Indeed as LinkedIn moves more towards being ‘social’ the opportunities for businesses for having a presence on Facebook are constantly increasing. Many enterprise level companies have taken advantage of this by creating a Facebook Gateway, meaning that a user is directed to a gateway page whereby they have to ‘Like’ the company’s page before they gain access to its content. This is an excellent way to make sure that the visitors to your page are targeted.
By making the conscious decision to ‘like’ your page by adding that extra step of a gateway page, you are removing the throwaway gesture that becoming a fan of a page used to mean. If someone has decided to join your Facebook page after reading the initial gateway page and understanding what it is you as a company have to offer, you are ensuring that every one of the people on that page both understands what it is you do and wants to engage with you. This is a great way to launch campaigns as well as build a relevant fan base. You can supplement this with a Facebook ad that points people to your Facebook Gateway to instantly boost your fan numbers.