As the founder of Guerrilla Feminism, I get asked many questions about how to create and sustain a successful Facebook page. I'll say that creating and running a page is a lot of work--especially the bigger you get. It's not easy, but it's also not brain surgery. With GF, there have been times where I really wanted to delete the whole thing, but that's when I know I need to take a step back--literally move away from the computer. Those times are not the majority (thankfully). I wish I would have known what I know now before starting the GF page. I have learned oh-so much.
Step 1 : Define It
What is your page about? Make sure this is clearly defined before clicking that "Create Page" button. People get frustrated when they don't understand what's going on. If your page is something that isn't explicitly defined right off the bat, then this can confuse and alienate your potential audience. When I started GF, I knew I wanted it to be about feminism, but I needed to make it unique in some way if I wanted it to stand out. I will say that I wasn't that concerned with being unique at the time, and luckily, it happened somewhat organically. Basically, you don't want your page to be Tumblr--unless, of course, this is what you're going for.
Step 2: Spread The Word
A lot of people ask me how I got GF to be the beautiful monster it is (ew, I sound like Lady Gaga here, but the term is fitting, I think), and this is how: SPREAD THE WORD! I shared the page with all of my Facebook friends, asked them to share it with their friends, etc. I shared it on Tumblr, Twitter, Google+--all social network sites. You have to be kind of annoying with this--your true friends should understand :)
Step 3: Post, Post, Post
This is where things get tricky. You want to post a good amount, but you also don't want to post too much. Posting too much will inevitably make people unlike your page. If you want your page to be global (like the GF page is), then you need to take into account various timezones. For GF, I try to post (or schedule posts) every 2 to 3 hours. If your page isn't global, then you can post much less.
Going off of this, you also want to incorporate various types of posts, such as: links to articles, images, quotes, etc. People LOVE pictures, and will share the shit out of them. You have to be very thoughtful in what you post. This is something I don't think people really care to do (and I don't always think my audience understands the great lengths I take in doing this). I was called out early on for posting articles from not-so-good sites, and I appreciated my audience doing this. It taught me to be more cautious and attentive.
Step 4: Don't Give a Fuck
You need to have thick skin. People online (as we all know) say some really mean shit sometimes. If I was a teenager, I don't think I'd be doing this. I don't think I would be able to handle the potential for insults at my character, etc. Luckily, I seem to easily be able to brush off the haters, and it helps to have friends to talk to about this as well. I've learned a lot about myself and about how I interact with others through the creation of the GF page. I think one of the biggest things to know is that you can't (and won't) please everyone, and you need to be ok with that. You will inevitably upset some people, but you'll find others who are thankful for what you're doing.
Don't worry about "likes." I mean, yes, we all want to have a large number of people that "like" our pages/etc, but that shouldn't be your overall goal. Try not to get caught up with it. It's exciting to see the number rise, sure, but it's not worth allowing a bunch of shit-talkers taking over your page. Make sure to have a Comment Policy (even if nobody actually reads it, at least you have it, and can point to it when needed).
Step 5: Remember why you're doing it
I get a lot of messages, and yeah, I get a pretty good amount of "hate" mail, but the only ones I actually remember--the only ones that actually stick with me, are the kind, loving ones. This is the stuff that keeps me going. These are the things that make me feel good about what I'm doing. When I first started GF, it was mainly for "selfish" reasons: I needed a place to post and discuss feminist news. Since then, it has become a much bigger thing--it is no longer my personal space just for me. It is for all of us; for all of us who desperately need a space with likeminded people. When you think about your own page, think about all of this. Know that it's okay if it starts out as your own thing, and then transforms into something more; that's usually when you know you have a great page.
Hopefully, these steps will be of some help to someone. If you have any questions, please comment below, and I'll try my best to answer :)