Why would anyone want to be a brand's friend? They have real people that they have actually met and can have a real, ad-free conversation with online. Why would anyone friend your brand on Facebook?
Because you asked nicely? No. Even if you ask super-nicely or promise a bribe (free iPad drawing for the first 500 Likes!), no one cares about your brand. No one cares about how great your products are, what color your logo is, or what promotion you're running this week. They can get that information from your site or your newsletter.
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Because you offer discounts? No. A few people might Like a Facebook Page in order to receive coupons, but there are a zillion other, more efficient ways to distribute those coupons. Facebook is a multi-level, social media tool ideal for facilitating conversations. It can be like having your own chat room about all the topics your fans really care about. And contrary to popular belief, not all that many people waste time with coupons, specials and deals. No, they waste time on Facebook for an entirely different reason: to connect and share ideas.
Because you have company news? Snore. Never mind that the e-newsletter has been around forever, no one cares about your company news but you. Here's the shocker: people care about themselves and about the experiences they can have.
So why Have a Facebook Page?
The question is rather: why have a brand? Why is it that your brand is different? Why should anyone care about your brand? Why should they be compelled to spend their precious time interacting with your brand? Will you make them laugh? Think? Cry? Share? Love? What makes your brand vital to their daily lives? If they can't live without it, why not? Why do people love your brand? Why do they tell all their friends about your brand? Why do they tell stories about your brand?
If you don't know the answers to those questions, you aren't ready to create a brand presence on Facebook. The answers to those questions will direct every message, every comment, every game, every promotion, every photo, every link and every video posted to your brand's Facebook Page.
What will Engage on a Brand Page?
Every message on your brand Page should be relevant, personable, engaging and entertaining. If you don't know what your fans consider relevant, engaging and entertaining, now is the time to find out. Ask them via email, a poll, Quora, LinkedIn, Twitter or wherever they currently spend their online time.
Do not mistake your brand Page for an ad. An ad is an ad, and it has its own conventions. A Page is a living, breathing entity that will self-direct its own priorities and nurture the types of experiences its constituents find the most relevant. Not sure what your fans find relevant? That's what analytics are for. Check your statistics to see which posts got the most clicks and the most comments and focus on those topics for future posts. Which photos were viewed most often? Which videos? On which days do your fans interact the most? What time of day? Which other Pages do your fans participate in? If you cross-post popular topics from those Pages, does that create more loyalty with your fans?
No one cares about friending your brand's Facebook Page. What people care about is the possibility of interacting and engaging in discussions relating to their favorite topics. They want something that makes them think. Or laugh. Or argue. Or share.
What is your brand offering on your Page?