There are some brands that want to sieze control of all Facebook pages when they first enter the Facebook arena. They want all fan pages to be under their control and will often get Facebook administrators involved in this process. This approach to ‘owning’ your Facebook presence is not the best approach. In fact, it’s probably the worst.
So how do you own your Facebook presence? The first step is to identify all the existing brand fan pages and determine how much engagement they are enjoying and what kind of sentiment they promote towards the brand. If a page has very low engagement or has a negative sentiment, then your tactic will be slightly different. For this post, we’ll assume that you’ve found a set of positive pages with high engagement.
Once you have a list of these pages, you can begin engaging with the fans on the wall. The first rule is that you should not use the wall of these pages to directly drive traffic back to your page. In other words, don’t post generic “hey, come check out my page”-style content. It’s spammy and does not add any value. Instead post relevent information around the brand, participate in discussions and if possible, offer incentives to the fans of the page.
Try not to look at Facebook from a single page perspective. Try to see it in the same way you see your personal profile. You go to your friends walls, you write messages, you participate. Managing a brand should work in the same way. Find pages that are promoting your brand and help them. Participate constructively, do not attempt to control, instead, attempt to guide.