Facebook Fan Pages – Is it worth it?

There has been a lot of news recently about Facebook’s fan page revamp. What are you all doing about it?  At the end of March 2012 all fan pages will move over to the timeline format. You can read about it here and here.  Anyway, there is a lot of info online on what the changes will be. It did make me think however, that there will be a lot of people, companies and brands who will be reminded that they actually have a fan page. They must be wondering, just like me, if it is worth the effort and upgrade. To me it actually is (damn that will be a lot of work!).

Let’s see the facts…

I came across this post and it mentions that in a Nielsen study recognition of social ads had 55% greater recall than those who regular display ads. I realize that this is talking about adverts, but your fan page is more or less an advert. In essence to me this means it pays to make the effort to get your social presence right.

I have also read some negative sentiment on fan pages like this and this. What these posts are alluring to is that if you want your fan pages to be of benefit – you have to work for it. Fan pages are a lot of work, so for them to work, you have to engage your fan base in a manner that is coherent with other parts of your social media strategy. Fan pages just don’t work on their own (be great if they did though!).

So are fan pages worth it? Yes, if you are going to make time to make it work. No, if you have no time (or a dedicated person/team in your company), no proper plan or you are just plain lazy.

What do you all think? Let me know and it will be great to hear more on how to get the most of the new timeline format.