Facebook “Fan” Pages – Growing in Popularity

By Jane Eckert

Last month, I continued my thoughts about social networking through www.Facebook.com.  Not just used as a way to keep in contact anymore, I was fascinated with the idea that businesses could now use this free service as a marketing tool. 

After searching through numerous Facebook “fan” pages, I’ve concluded that many well-known people, businesses, and organizations have already begun to promote themselves through this social network.  Pages for Oprah, Tiger Woods, Disney, American Red Cross, and USA Today were not only used as a marketing tool, but more importantly, as a  powerful marketing strategy: keeping people up-to-date with information. 

During the month of June, I put together a short questionnaire about social networking, and collected responses from agritourism operators.  I found that 56.5% of the respondents were already utilizing Facebook as a marketing tool for their business and a surprising 65.1% were using Facebook for their personal use.  Business spent an average of 1 hour per week updating and checking their information, and while some operators used “group” pages as their marketing tool, most used “fan” pages. 

Just in case you don’t remember what exactly a group or fan page is, group pages are somewhat like clubs, and fan pages are typically the tool of choice for businesses.  Both pages can share photos, videos, events, news stories, links, and allow members or fans to comment on posts, however, while anyone can post new content within a group page, only the creator or business may post new content onto a fan page.  A fan page allows full control over what is displayed or added and the creator decides how involved fans can get, while a group page is open to everyone.  Having full control over the image of your company is exactly the reason businesses are getting involved!         

Taking from the information I gathered, I came across two businesses with fan pages who already utilize this free tool:  Maize Valley Farm Market and Winery, located in Hartville, OH and Cherry Crest Adventure Farm, located in Ronks, PA. 

Bill Bakan, fun TSAR (CZAR) of Maize Valley Farm Market and Winery, set up a Facebook account for the family farm within the past six months.  Utilizing minimal help, Bakan is mostly self-taught and even set up his alerts so that they go straight to his mobile phone, making it easier to stay in touch with his customers.  

Updating the fan page at least once per week, Bakan approaches Facebook content as a business tool.  Posting material anywhere from entertainment to crop production, Maize Valley posts news stories, videos, pictures, events and blogs.  Keeping the text at a minimum, Bakan suggests uploading more visual content, such as pictures and videos, because he believes that people don’t want to read past 200 characters.     

With the number of fans growing daily, Bakan says that he “can’t be left behind on this…it is not a substitute, but a tool I am trying to adapt to.”  Word-of-mouth marketing used to be his most effective strategy; however, described by Bakan as “word-of-mouth on steroids” social networks has taken its place.  Bakan fears starvation if he doesn’t jump on the band wagon with technology, and with 217 fans, he continues to utilize his resources in order to reach as many people as possible.

A change of pace from the business aspect of Facebook, Cherry Crest Adventure Farm uses their fan page more for entertainment.  General Manager and marketing coordinator, Rudy Kilgore, keeps up to date with the Facebook fan page by posting events and photos.  Creating the page within the past year and updating about every two weeks, Cherry Crest already has 244 fans, with more joining everyday.     

Unlike Bakan, Kilgore uses anthropomorphism, giving uniquely human characteristics to non-human creatures and beings, as the means of communication.  Giving fans information as if farm animals were speaking, he will send posts such as “Mayor Gilbert Goat is welcoming Spring so check him out and see what he has to say!”

Communication is key and Cherry Crest and Maize Valley fans are doing just that by allowing fans to share compliments, comments and suggestions. Keeping an open communication with customers is important because it keeps your customers talking and your business booming!

In response to the social network explosion, I, too, created a fan page for the North American on-line agritourism directory, Rural Bounty.  I was impressed with how simple and fast these can get your name out—within only a few days of publishing my page, I already had several fans. 

Updating the page with pictures, two new agritourism videos and news posts every week, I hope to see the growth effects of Facebook and to increase the recognition of Rural Bounty.  Social networks are changing the way we all give and receive information.  Why not start today and “avoid starvation”? 

Maize Valley Farm Market and Winery and Cherry Crest Adventure Farm both do a great job of including their customers, but whatever approach you decide—business or entertainment—updating your page will be the key to success.  Updating often and having new material for fans to browse will give your page the opportunity for greater success.  If you’re feeling gutsy, upload some video, post photos, link your blog, and open discussions about what your customers think. 

I encourage everyone to log into www.Facebook.com and search Maize Valley Farm Market and Winery, Cherry Crest Adventure Farm, and Rural Bounty.  Visiting these fan pages can give you an idea of how important social networks are for you and your destination.  Next month, look for my article about using a new type of marketing tool: videos.  Until then, start thinking about when your fan page will be up and running and how you can improve your business through Facebook.   

Jane Eckert, a national speaker, author and agritourism expert, is principal of Eckert AgriMarketing (www.eckertagrimarketing.com), a firm that helps farmers sell products directly to consumers and develop their operations into tourist destinations. Jane can be reached by phone 314-862-6288 or at jane@eckertagrimarketing.com