Sprout Social Advertising

In my last post about Facebook Fan Pages I walked you through the basic elements of a Fan Page and how each of those elements works.  One section of the post which is relatively open-ended is the section about additional content and applications.  This content is basically everything but the basic Facebook functionality (info, wall, photos, video).  Since it doesn’t fall under the norms and structure of standard Facebook content, you see a wide range in the variety of content.  In this post, I will feature 5 Fan Pages that are taking full advantage of this open-ended section of Facebook Fan Pages.  (All of the images below link to the actual tab that I am discussing for reference).

1. Target is not only using their custom tab for additional content, they are creating multiple integrated mini-applications (Flash-driven) to tie all their Facebook content together.  If you click the play button on the video graphic, it will take you to the videos tab.  While watching that video, you have an option in the top left corner to become a fan, if you are not already a fan.   Some of the content remains within the fan page such as videos but other content links to applications or products.  Since this is a back-to-school promotion, some of the content links directly to relevant products on Target.com.
   

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2. Hurley leverages the custom content section of their fan page by driving traffic to their web cast Facebook application. This is a relatively new concept to drive people to Facebook for live media consumption.  We first saw it in the spotlight with the Jonas Brothers.   This is a great way to engage your fans and give them a significant reason to come back to your Facebook Fan Page.
   

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3. Fan Woody is a campaign for the restaurant, TGIFridays, that promised free hamburgers if the Fan Page reached 500,000 fans.  The reason the additional content in this fan page is particularly engaging is because you are only able to enter the content AFTER becoming a fan.  There is a trick in Facebook code that can choose what content to display based on whether the viewer is a fan.  You are only able to enter the contest if you have already become a fan.  This is brilliant.
   

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4. Volkswagen created an additional tab on their Fan Page to promote their “Meet the VWs – Analyze Me” application.  This application basically analyzes the your profile information and outputs which of the new VW models matches closest with your interests.  If you look closely at the navigation when you click “Analyze Me” you will notice that you are actually leaving the Fan Page and using an application (note the URL http://apps.facebook.com/…).  This is a small trick so that the user doesn’t feel like they have been directed elsewhere. It works and is unnoticeable to most users.
   

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5. Beth Kanter uses custom content on her page to create an extension of her other web properties.  Skittles tested this concept to the limit when they made their web site an experience across their social networks.  On Beth’s “Welcome” tab you can see her Twitter stream, latest blog posts, Flickr photos and Slideshare Presentations.  Viewers of her page can consume and access a significant amount of content and information about Beth with out leaving Facebook.  This is in sync with the idea that your social properties should provide enough information about you or your company if your main web site didn’t exist.

What’s your favorite or most engaging Facebook Fan Page?