The best way to make your fan page look professional is by displaying a 520 pixel wide image on the fan page, and having that image color-coordinated with other images (such as your profile picture). Fan pages without images leave the user with a "Facebook" experience because Facebook's style remains dominant. You want visiting fans to have have a "you" or "your company/product/service" experience. Do that through visuals.
2. Send'em home.
The subjects of most Facebook fan pages also have websites that can provide a richer, more customized experience, and most importantly, can sell products and services and/or inform. If you don't have functionality that allows them to shop, subscribe, or otherwise complete a call to action on your Facebook Page, then the call to action should be to visit your website where they can do those other things. Make sure your fan page gives them that option. The "Shop Now" link on the VS page takes customers to the retailer's online catalog.
3. Give them other ways to connect.
Victoria's Secret goes the extra mile by offering a iPad and iPhone apps. While you may not have the resources or the need to offer gadget apps, the best Facebook pages pull in other social media, so that fans can follow on Twitter, Youtube, Flickr, or others. John Mayer allows you to share his music on Facebook and Twitter, for example.
4. Own the space: modify the layout to suit your needs.
Victoria's Secret did away with the standard tabs at the top and replaced them with a menu below their logo. The very best Facebook fan pages look like a mini-website that just happens to be hosted at www.facebook.com. America's Next Top Model went another way: they kept the tabs, but included a menu about the show and current season in their main graphic.
5. Interact with Fans, On and Offline
Thank every fan for becoming one. This builds tremendous brand loyalty. Start discussions. What makes social media different from traditional media is the ability to have a two way conversation. Capitalize on that! Everyone likes being valued for their opinions, and your fans will appreciate the opportunity to tell you what they think. Fans provide an opportunity for marketing, market research, and so much more.
6. Sign Them Up
You don't have to redirect fans to your website to get them to subscribe to it, or to add them to an email list. Oxfam has a form so that people can subscribe right on the fan page. So does Lenny Kravitz (not shown).
7. Incorporate Multimedia
Oxfam also has a Youtube video that can be played right from the fan page, called "Ten Things You Need to Know about Oxfam. Musicians often post music videos, backstage footage, or song samples. John Mayer is a good example: with just one click you can listen to one of his tracks, and with just one more you can buy it. Multimedia enriches the experience for your fans, and gives them more of what they want: YOU or your product.
8. Have a Call to Action
A call to action is not just limited to ecommerce sites. Every website (including Facebook pages) should have an objective it wants users to complete whether it is filling in a contact form, signing up for a fan club, or volunteering their time. Victoria's Secret's call to action is simply "Shop Now." Oxfam lists several: Join our online community; Learn more, Act now, and Shop. Make sure your fan page has an objective and that you have a call that directs fans to meet that objective. Do you want fans to subscribe to your band's website? Or shop in your online store? Invite them to do so with a clear and direct call to action.