• Facebook should be a conduit not a final destination . The aim should be for Facebook to drive ticket and merchandise sales on your main site or in person. Set up key sales messages to coincide with ticket promotions (Early bird season ticket sale etc)

• Facebook can deliver unique content to a fan base that can be less serious and in-depth than a website. It is also the perfect platform for regular snippets such as 'On this day in History'. This is a perfect example of a brand leveraging existing assets (the data, information, video archives etc) as a part of a social media campaign. The fans can also interact easy with this content ( "were you there when we beat….")

• Clients can recycle nostalgic footage on a regular schedule while providing fans with exclusive viewing of a game from a previous era. The scheduling or archive content dispersal sets user expectations, giving fans a reason to return to the page on a weekly basis.

• In the build-up to a big event Facebook can be used to peak audience interest and excitement by posting images of their favourite players/athletes and encouraging them to Share with friends. The client can also post build-up content ( training videos, playing staff or management tweets etc)

• Rich-media widgets can be embedded into tabs allowing clients to disperse content built for the web onto their Facebook page. This allows the brand to reach a wider audience through frequent news feed posts with call-out to the content that might have never been found by fans on the web

• A strong call to action on Facebook will spur first time visitors to 'Like' your brand for access to unique content reserved for brand advocates. Once the user clicks 'Like' the tab dynamically refreshes replacing the incentive image with a banner that links directly to the point of purchase on the web or delivers exclusive content (fan-gating)

• Plan marketing campaigns around your seasonal calendar. Use dates other than those that relate to your sporting calendar to drive promotions. e.g. Valentine's Day, Fathers Day, Christmas etc. as well as key local derby matches, first game of the season etc.

• Strike the right balance between promotion and awareness in an effort to attract the highest number of people to hit that Like button because they are interested in what you might share over time rather than the freebie offered with that particular promotion.

• Ensure you campaign is marketed across multiple platforms including twitter, eZines, your own page's wall and on your website. The success of a campaign will depend on engaging with fans across all media.

• As a page admin you can Like other pages and have them show up on your page. This is a great way to proactively promote your partners and gain access to relevant pages where you should be proactively commentating and networking. This will leave lots of trails back to your page.

• Facebook has created a way for people to use SMS to interact with their pages and Like Pages. Once someone activates a mobile device they can Like your page by simply sending a text to 32665 (FBOOK) with the words 'name of the page'. Since people have a mobile device at all times it is s great tool to engage with a roomful of people such as in a presentation filled room.

• Facebook badges allows you to grab some lightweight HTML code to paste in your web pages so you can promote your Facebook page. Facebook also provide social plugins for a range of marketing tools such as like boxes and buttons as well as recommendations. See http://developers.facebook.com/docs/plugins/ for the full suite

• Adding the Facebook Like button to you web pages is a must. This functionality is by far the best way to attract targeted Facebook fans that not Like your page, but in doing so share their activity with their friends as well.

• Once a promotion is completed ensure you analyse your results and responses to help fine-tune your business in advance of future campaigns.

If you need any more advice or assistance with your social media activity please contact Jonathan McConnell. Email: jonathan@sotic.co.uk or Tel: +44 20 7691 2481