The Facebook Fan Page Mistake That Could Cost You

Facebook is getting most users to browse the site securely -- so if any item on your landing page isn't secure, that's a brand killer.

Got a cool default landing tab on your page? Check. Running some well-targeted Facebook ads? Check. Have SSL enabled on the subdomain your landing page exists on. What?

This is what your would-be fans are seeing. You spend all this effort to send non-fans, ad-driven or organic, to your default landing page, but you’ll lose them with this mistake.

Facebook is getting most users to browse the site securely — so if any item on your landing page is not secure, that’s a brand killer.

If you’re an agency, go through all the tabs you have for your clients right now and check. If you are a brand, make sure your tech team or agency is aware that you need to enable secure browsing, like what Facebook is encouraging.

Now here’s what happens when you switch to non-secure browsing to view the landing tab. It’s aptly called “home” in this case.

It looks beautiful and there’s a contest. But look more closely and notice that it’s asking you to enter a contest that was over July 15th — a few weeks ago. And there are some other errors on the page.

If you don’t mind getting a little bit technical, go download the firebug plug-in for Firefox so you can inspect the page. Then right click in that tab, go to “This frame” and “Open frame in new tab.”

You’ll often find a ton of things wrong– image files that are too big (if the page is over 200k, it’s probably bloated), 404 errors (items that don’t exist), and too many get requests (which slows down loading).

From a search engine optimization standpoint, this makes only a minor difference, but makes a huge difference from a user standpoint.

Do this and you might get new respect from your agency or internal team. But do it gently, since you might have to show them things they haven’t seen before, which places them on the defensive, especially if your account management team is junior.

Incidentally, there’s nothing special about these techniques — they’ve been around for years. A strong digital agency will have expertise in creative, tech, and media buying.

Try this out and let me know what you think in the comments section.

Dennis Yu is chief executive officer of BlitzLocal.

Dennis Yu has helped brands grow and measure their Facebook presences. He has spoken at Search Marketing Expo, Search Engine Strategies, Web 2.0, The American Marketing Association, PubCon, Conversational Commerce Conference, Pacific Conferences, HostingCon, Affiliate Summit, Affiliate Convention, UltraLight Startups, MIVA Merchant, and other venues. Yu has also counseled the Federal Trade Commission on privacy issues for social networks. Yu has held leadership positions at Yahoo and American Airlines. His educational background is finance and economics from Southern Methodist University and London School of Economics.