Fan Gating Strategies for the New Facebook Timeline for Pages

Originally posted in Business 2 Community as “Rethinking Fan Gating Strategies for Facebook’s New Timeline for Pages“, this is a updated version of that post.

 

Is “Fan Gating” dead with Timeline?

This question has been asked across the web since the February 29 announcement and launch of Timeline for Facebook Pages.

At first glance it appeared  fan gating was dead since the Timeline page with the large cover image is the mandatory default page and the former “Default Landing Page” drop down menu is gone on Timeline Pages.  

Clearly, Facebook wants to drive traffic to the Timeline page and make the Timeline for Pages the centerpiece. 

However, upon a further in-depth look, fan-gating is NOT dead in Facebook, just different, and strategy must change accordingly with Timeline.

Facebook Tab apps have a unique url and if this unique url is used in promotions on the web, you can direct users directly to the tab app with the fan gating Like Gate active on it.  

Formerly, most businesses that added Facebook Page links from their website, blog, and e-mail signatures, would simply have the icon link to their fan page by username such as www.Facebook.com/CKProducts, since you could control the default for new visitors you could have new visitors arrive on your Like Gate.

Now, however, if you want to gain the “Like” before they see content, you’ll want your web assets (links and images that link) to direct users to a specific url that you have a Like Gate active on!

 

Example:

Header image from CK Products website which as social icons linked to social site urls:

In this case, a company like CK products, would want to switch out there Facebook icon url to a tab app url with a Like Gate like this one using TabSite’s Like Gate feature such as:

 http://www.facebook.com/ckproducts/app_112493455447504 

Then if a user clicks the social icon, they go to the Facebook Page with the image shown below.

SWEEPSTAKES and CONTESTS:

This will also be critical if you want the users to go to a specific tab to enter a Sweepstakes for example and you want them to “Like” the page prior to getting the entry form.

If users are on Facebook and use Facebook search to find your page, then they’ll still be taken to the Timeline default page.  If they haven’t yet “Liked” your page and they see the Sweepstakes call-out they will still be . However, the vast majority of users come to your fan page via web links (typically over 80%!).  

SUMMARY: So as noted, the url destination link you use for your Facebook icon on your website, blog, and in e-mail blasts becomes more important and strategic now with the launch of Timeline for Facebook Pages.  

Be intentional about the url’s you use to drive people to your Facebook Page!

 

Want more information on the Timeline layout?  See our Timeline Infographic.

 

 

 

About Mike Gingerich

Mike Gingerich, President of Digital Hill & TabSite is a business blogger Marketer and Consultant. Part geek, part marketer, part strategist, total fitness and running junkie. Mike is an author and speaker, having presented at Social Media Week Lima, Social Media Camp (Canada) and more. Mike is a marketing, social media, and business startup enthusiast with 10+ years experience building apps, consulting, and training businesses with winning integrated strategies. Mike loves deploying tactics to increase awareness, sales, and maximize ROI in both B2B and B2C markets via digital media.