With Facebook attracting more than 400 million users, the question is no longer if you need to create a Facebook brand presence, it’s how you’re going to use one. If people are talking about your brand, you want them to be doing it on your official page so that you can leverage Facebook’s open social graph and drive users back to your site. But you can only do that after you jump one very important (and large) hurdle. You have to make people want to join your Facebook page.
It’s simple: You can’t market to or build brand awareness with someone who’s not opted in. What’s not simple is getting a user to hit that ‘like’ button. Users are a lot more discerning on Facebook than on other social sites. For them to opt into your page, they need a compelling reason. It’s a big step from passively liking…