This is a guest post by Ryan Spoon (@ryanspoon), a principal at Polaris Ventures. Read more about Ryan on his blog at ryanspoon.com.
Yesterday I discussed how to improve user acquisition, activation and activity by building Facebook directly into your web experience. There is of course another half to the equation: leveraging Facebook.com to expand your reach and engage your users.
On-Facebook success is less product-heavy than success off-Facebook, although they both ultimately aim for the same outcome: engagement. While it is as much an art as a science, if you optimize for engagement and continually test your way across Facebook’s myriad of products – you may well find yourself sitting alongside The Rock (Facebook’s best personality?) and Spotify (terrific example of being a platform first-mover).
As a startup, you may not reach the scale Spotify or the brand / reach of Starbucks (27 million fans) – but this guide will help you think about strengthening relationships with your fans, expanding your fanbase and unifying your off-Facebook experience with your on-Facebook presence.
Ryan Spoon joined ESPN as Senior Vice President, Product Development in July 2012. In this role, he is responsible for digital products across all screens, including ESPN.com, ESPN Mobile, WatchESPN, ESPN3, Fantasy, and Social Media. Prior to ESPN, Spoon was a venture capitalist at Polaris Venture Partners and specialized in early-stage consumer internet, social media and e-commerce investments. At Polaris, Spoon was a director or observer at companies like WordPress, ShoeDazzle, LOLapps, ReadyForZero, Wantful, Sosh, Recurly and Movity...
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