Almost everything about Eilean Donan is unique and noteworthy, and one of those things is their Facebook page. Thanks to the efforts of David Win, whose title is Castle Keeper', Eilean Donan's Facebook page has over 40,000 fans (Likes) and half of them have been acquired just this year. Not only that, theirs is one of the few Facebook pages I actually look forward to checking.
If you could sum up Eilean Donan's Facebook strategy in one word it would be 'sharing'. Eilean Donan refrains from crass commercial promotions (ie '50% off castle admissions today'). Instead, they share beautiful imagery and anecdotes of castle activity. Almost every day they post a different stunning image of the castle. Creating this endless stream of stunning photos all by themselves would be a lot of work - probably too much work. Instead, many of these images are by local photographers such as DRW Photography, And by doing so, they are helping these photographers achieve some notoriety. And one more thing: These images are so stunning that they get shared all over Facebook, raising Eilean Donan's profile even further.
David's posts often share interesting information about what is going on at the castle at the moment, making you feel like an insider or member of the Eilean Donan family. Recently, David has begun venturing out with his video camera once a week, capturing some of the gorgeous local scenery and giving fans a vocabulary lesson known as 'The Scottish Word of the Week'. Judging by the volume of Likes and comments, these posts are eagerly awaited by Eilean Donan's fans.
And the communication is not one-way. Comment on one of their posts and they will often respond. I still chuckle when I remember the conversation David and I had about midges. (I think one of the biggest mistakes most companies make on their Facebook page is not engaging in conversation with their fans.)
I encourage you to LIke Eilean Donan's Facebook page. Enjoy the content but more importantly, pay attention to how they are leveraging Facebook.