Never?
Why is that?
Most of the time this is either because you don't have the time, or there's nothing compelling or engaging enough to keep you there. This is where CareerOne's Facebook Page comes to the fore with a useful, engaging Facebook Page. It's one of the few pages I've seen which makes full use of its different tabs, and rather than acts as a subsidiary of the main website, actually provides enough value to the user that they can stay there and engage with the different resources.
Why it works
Let's start with the Landing tab...
If you were someone looking for a job, how could you resist hitting that Like button? You are presented with an immediate benefit statement which shows that CareerOne cares enough about your career that they want to help you take the first step. It follows one of the golden rules for businesses in social media: give first, get later.
Then you head to the Job Search tab, where you can search around for the right job right there in the Facebook interface. You'll only leave Facebook when you click on an external link.
After that you find the HappinessDollars app, where you can go through the steps to find out where you sit on the "Happiness Index", a metric for how to measure you own success.
Then you get to splurge your money on whatever you want in the store, with the ability to share the experience with your Facebook friends.
Yes, some of these functions may be arbitrary, but they serve the right function of keeping you on the CareerOne Facebook page and, most importantly, keeping you engaged with the brand.
Ideas You Can Use
The best thing about these applications is that they aren't hard to create, and there are a number of third party developers who can put them together for a reasonable price.
Aside from that, here are a few key take-aways that I learned while sifting through the CareerOne Facebook page that you can use on your business Page, no matter what your budget. I'm calling them "The Three Gives":
- Give users value straight away: You are trying to distract people away from their friends, so the benefit of visiting your page needs to be displayed immediately and clearly on the landing tab.
- Give them a reason to stay: Try to have more than one point of engagement on your Facebook Page. This doesn't be fancy features like on CareerOne, there are a number of free applications available from companies like Involver which allow you to plug in simple feeds like your YouTube and Twitter profiles on different tabs.
- Give them a good experience: You might as well give your users a good experience while they're on your page. Again, you don't have to use fancy games or quizzes to achieve this. It could be as simple as doing something out-of-the-box for your company description, or providing some creative images on the photos tab. The goal of this is to leave your audience feeling positive about your brand, increasing the likelihood that they'll come back and engage with your content again in the future.
CareerOne has created an engaging and intelligently designed Facebook page which is sure to be delivering them a rich base of social media fans. That's why Traffika is happy to award them this week's Thumbs Up Award. Well done guys!
What do you think of CareerOne's Facebook Page? Do you like it, or do you think it can be even better? I'd love to hear from you, just enter your comments below.
Chris is a specialist in Social Media Strategy at
Traffika. Follow him on Twitter
@chrispahor.
