Facebook Business Pages
Facebook For Business
Created By Laurie Neumann
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at all. Please remember that each individual’s success depends on his or her background,
dedication, desire and motivation. As with any business endeavor, there is no certain guarantee
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Facebook Business Pages
Facebook is by far the largest social media platform in the world. Creating a page on
Facebook’s platform allows you to reach millions of new people, as well as stay in touch with
existing fans. Viral pages have been known to reach hundreds of thousands of people in as
quickly as a week from creation.
Facebook, originally for personal use to stay connected with friends and family, has more
recently become a popular option for promoting a business. In this report, we'll be talking about
setting up a facebook business page that is effective for promoting your business.
Facebook pages are meant for your group, band, business, non-profit -- any cause that isn't
simply personal, as compared to a profile, which is meant to represent an individual
Let's look at the basics of Facebook.
1. Understanding Facebook
It's important to understand what Facebook is all about. It works by connecting people, either
one-on-one (friends) or through groups. The good news is that you can use this method of
social networking for your business. Facebook actually has rules, too, so you'll want to
familiarize yourself with their terms. Most likely, you aren't going to get into any trouble unless
you're being really offensive, but you should familiarize yourself with the rules anyway.
2. Keep your Focus
When you begin your business ventures on Facebook, it's a good idea to keep your focus. Your
business has a purpose, and you'll need a good grasp of what that purpose is. This will help you
connect with the right groups and prospective customers.
When you begin filling your page with content (we'll talk more about this later in this report) - the
information that people read when they visit your page - keep it on topic. Prospects will lose
interest if your content has no focused purpose.
To help keep your focus and avoid getting distracted by the social aspects of Facebook, it may
help to schedule certain times of the day when you do your social networking.
3. Keep it Professional
When you set up a Facebook business page, you will need to fill out your personal information.
When you fill it out, make sure the information is true and real, but also professional. Personal
details are not the first thing that visitors should see when they come across your page. Think of
your personal traits from a business standpoint, and describe yourself using professional
criteria.
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4. Things to Avoid
When you first start up on Facebook, you will probably see a lot of frivolous games, gifts, and so
forth that are not relevant to your business. It's a good idea to block these things in your
personal settings, and avoid participating in "chain mail" types of communication.
You also don't want to spam anyone. This occurs when you send out all kinds of promotional
material and information all at once to all sorts of Facebook users, and continue doing it daily. It
can turn prospective clients off quickly. They may block you, or remove their status as your
friend or fan.
If you are new to Facebook business pages, they are pages for organizations, businesses,
celebrities, and bands to broadcast great information in an official, public manner to people who
choose to connect with them. Similar to profiles (timelines), pages can be enhanced with
applications that help the entity communicate and engage with their audiences, and capture
new audiences virally through friend recommendations, News Feed stories, Facebook events,
and beyond. (Info. according to https://www.facebook.com/help/pages/admin) With business
pages, you offer your fans the opportunity to "like" your page.
Another common facebook term is a profile, which is a way to stay connected to friends and
family. Your profile starts out with giving a summary of you - where you live now, where you
went to school, where you work, etc. It also allows for recently tagged photos to show on your
profile, which can be another way for the people you are connected to to see what you're doing.
With a profile page, you can add "friends."
If you are using facebook to promote your business, you will want to create a business
page.
Outlined below are the 7 main steps you will need to do to get your business page up and
going.
Step 1: Getting Started
Get started by going to http://www.facebook.com/pages/. Click on “Create Page" (at the top
right of the page.)
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Note: By the way, if you already have a profile set up that you would like to convert to a page,
check out https://www.facebook.com/help/?page=213602951994043
Step 2: Choose Page Type
Select what kind of page you want to create. Choose Your Page's Best
Category. (Don't worry about putting it in the most appropriate one: Instead, put
your energy into visualizing what category your ideal reader would be searching.).
Step 3: Name Your Page
Give your page a name. If Facebook needs additional basic information, they’ll ask for it here.
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You have the option of using your personal name or your business name. Which one are you
trying to become recognized for? If you want your company name to be the thing that people
remember, then use that in your profile. However, if you want to become well-known by your
own name, then you should use that.
Then it will ask you to create a facebook account. Enter your email address, a password, and
your birthdate. Your birthdate is for security reasons (to make sure you are old enough to have
an account) and it will not display on your page.
Step 4: Add Profile Image and Set Privacy Settings
Having the neutral blue silhouette is considered a no-no from a business perspective. Your
avatar - the little picture that everyone will see beside your comments, posts, and on your page -
needs to show an image of your best professional you.
Add an image from either your website or from your computer. Pick an image that accurately
represents your brand.
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1. Use a headshot. This can be a professionally taken photo, or one you take at home.
The key is to match it to your business. If you are a CPA, don't put up a picture of
you in sweats and a t-shirt. You need a more professional image in that case.
However, if you run a face painting business, it would be perfectly acceptable to put
up a casual photo of yourself with your face painted. Give some careful thought to
this and determine what kind of image you are trying to convey.
2. Use the same profile photo across all social networks. That way people get to know
you and identify you.
3. Make sure it's a current one -- preferably a head shot with no distractions in the
background
4. Have your photo ready to upload before you set up your profile. It doesn't really
matter what size it is, as you'll be able to drag the thumbnail around to select the
portion you want, but 367 pixels by 327 pixels is the size you need, if you have
photo editing software.
Privacy Settings
Don't take these for granted. Make sure you configure them to your liking. Click on "Home" at
the top right to bring up the drop-down menu. Then click on "privacy settings." Go through each
one individually. If you have a personal account in addition to your business account, it is
advisable to keep them as separate as possible. Use Facebook's privacy settings to control
who sees which updates. For your business page, you will want to be more private than your
personal page. Although it is a good idea to give people a glimpse into the person behind the
business, it should be just that - a glimpse. Your fans don't need to know all the details of your
personal life.
As an online entrepreneur, you want your page as accessible as possible, but that doesn't mean
you have to leave it wide open to scammers, frauds, phishers and identity thieves.
Facebook expert Mari Smith recently released a succinct post giving shrewd and sensible
Facebook security "best practices", which include:
Using a password manager service such as 1Password.com or Roboform.com (a
great practice for all your sites!)
Clearing your cache regularly after you log out
Turning on secure browsing:
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1. Go to Account Settings
2. Select "Security" (on the left side), then "Secure Browsing"
3. Choose "Edit", then check the box enabling secure browsing
4. Save your changes
Using common sense and good judgment when deciding to click on unknown links
or ones that sound too good to be true -- even ones purporting to be from your
friends!
Make a habit of visiting your Privacy Settings and Account Settings on a regular basis (once a
week to no more than once a month), to see if (a) settings are still the way you left them (b)
settings have "disappeared", or new settings have been enabled.
Facebook has a habit of announcing changes via its official blog only. Unless you visit the blog
regularly, you may not know something has changed.
Step 5. Write on Your Wall
A wall is the space (small box at the top of the page) on your facebook page where you post
your messages.
On business pages, it's good to post things on your wall that are relevant to your business
niche. Populate your page with 4-5 updates before inviting anyone to your page so that when
you invite people, your page will look "inhabited" when people come to it.
Think of your prospective customer/client. What would they like to see on your page? What
information are they looking for? Always keep them in mind when filling your page with content.
Step 6: Invite People
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Once your page is up, it’s time to get people to visit. There are two ways you can do this: By
building friends, or by importing your contact list from somewhere else. The first option will send
a Facebook invite, while the second will take your existing contacts and let them know you’ve
created a page.
It used to be that your fans had to "like" your page to interact with you, but facebook has
changed it now so that any viewer can comment, "Like" or share your content. They can
also post on your page, which expands three key ingredients for successful social networking:
Interactivity
A sense of community
Emotional involvement
When you post frequently and invite engagement, it's no longer a question of forcing people to
press "Like" -- artificially -- to share your content (or even read it). The result? Facebook
"Likes" are no longer a joke -- something everyone knows you did to support all those begging
friends. ("Please "Like" my page -- I'll get my own custom URL if I get just seventeen more
"Likes"!) (I'm so glad about this!)
Instead, if you are tuned in to the psychology of your followers, your calls to action should
naturally prompt them to share your content.
If you monitor your results and discover what your "hot" buttons (topics) are, you'll be able to
create content with a huge potential to go viral. And your fans will now be able to share it
with anyone they like.
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No more desperate, annoying pleas to "Like my page". (And what was the result of having a
"Like" emotionally blackmailed out of you by someone you barely know? Did you ever visit their
page again?
Step 6: Add a Like Box
Another way to get more people to your page is to add a like box to your website. Just click the
“Add Like Box” button, select how you want your box to look and paste the code onto your
website. To get the code, go to https://developers.facebook.com/docs/reference/plugins/like
You can choose the width of the box, the overall color, and whether or not you want faces
showing.
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Step 7: Edit Your Information
Click the “Edit Info” button at the top to edit your page details.
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Page Design
You have some options, when it comes to upgrading the look of your basic Facebook page to a
more professional layout:
1. Use a template - do a Google search for Facebook templates
2. Leave it alone and rely on photos and content to help you engage viewers
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3. Hire a professional to design and set up your page for you - there may also be virtual
assistants who will do this for you.
Tips for Running a Successful Facebook Page
Here are a few tips for running a successful Facebook page.
1. Short, Snappy Posts. People on Facebook will usually see your content through their
feeds on their page rather than purposely visiting your page. When you’re appearing in
their feeds, it’s best to have short and snappy posts. This helps catch their attention and
keep it. Overly long or boring posts tend to lose readership.
2. Post Regularly. Get people used to reading your content. Try to post on a regular
schedule, daily if possible. Since a status update really shouldn’t take more than 5
minutes to write, you can even write it all at once for the week and just post it at the end
of the day every day.
3. Have a Two-Way Dialogue. Get your readership involved. Ask them questions. Have
conversations. Don’t just use your page as a one way outlet of information and
promotions. Instead, use your page to actually talk to your customers. Give them a
chance to express themselves.
4. Encourage Free Speech. One of the biggest mistakes brands make is limiting what
customers can and can’t say. Even if customers are posting information that you may
not agree with on your boards, you should welcome the opposition. Let your readers
speak freely. Get a discussion going.
5. Respond. If you don’t respond regularly and quickly to comments and questions, people
will simply stop responding. On the other hand, if you respond quickly and regularly,
people will enjoy participating more and do it more regularly.
6. Use Multimedia. Don’t just use text. A few years ago, communicating through social
media with just text was entertaining and engaging. Today however, to really catch
someone’s attention you should use a variety of media, including images and videos.
7. Be Human. Don’t just be an anonymous brand. Let them get to know you, who you are,
what you stand for and your personality. Don’t be afraid to make a joke or let a little
humanity come through.
Give Value. Every once in a while, host a contest or giveaway that’s exclusive to your Facebook
fans. This helps create reciprocity and increases loyalty. Reward them for following you on
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Facebook. However, be aware that Facebook has fairly strict rules about running promotions
and contests via its platform.
Certain types of contests absolutely have to be run using Facebook apps only. And until you
grow more familiar with what you can and can't do, do make sure you check Facebook's own
Promotions Guidelines first.
Connecting with Your Market
There are different ways you can communicate with others on facebook.
Write on their Wall - remember this is a "public" message
Send them a private message - go to the person's page that you want to contact and
click on the "message" tab.
Join groups where your market congregates - create an "open" group if you want those you
invite to be able to invite others to be in your group.
Networking on Facebook to Boost Your Business
What exactly is "networking" and how can it help your business? Networking, in short, is
connecting with friends, family, and potential clients. On Facebook, that is done electronically
online, and the potential to network with a large number of people quickly has never been
greater. You can tap into this networking potential to boost your business on Facebook, and
here are some tips and ideas for doing that.
1. Be yourself...
...but be professional. While Facebook is a social network, it could be a mistake to interact with
your clients and prospective clients the same way you would with your casual friends. So make
sure your clients get information that is absolutely "you," but as we previously mentioned, you
don't need to share everything about you!
This way of being "professionally you" can also help boost your business by adding the
uniqueness factor. There's only one you, after all.
So watch what you say, and don't hesitate to make use of Facebook's privacy settings to make
sure your professional and personal posts do not mix. (Something to consider is to have just a
business page and not a personal one. It all depends on what you are using Facebook for.)
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2. Networking software
There are various forms of software available that can allow you to network more effectively.
You might consider software that allows you to network your blog, so that you can share and
promote it with your Facebook fans and followers. There are other types of software, too, that
can enhance your networking capabilities.
3. Make sure others can "Like" you
It's a good idea to be sure that you have the "Like" plug-in on your Facebook business page,
even though it's not necessary any longer for people to comment on your page. Getting "likes" is
the basic first step in getting people to notice you and your business. What people like on
Facebook shows up in their news feed, so their friends can see what they like and may, in turn,
click on the link to see what's so likeable about your business..
4. Building trust and confidence
Facebook is the sort of place where reputations can be created or ruined. Make it a practice to
think through what you post and be sure you deliver on your promises. Building a good
reputation is essential in any business venture, but the opportunity to build a good reputation (or
a bad one) is better than ever these days - you can make a name for yourself in a short amount
of time that was unheard of several years ago. So make sure you keep your fans and followers
updated on what's going on in your business.
5. Know what to say
In order to build consumer confidence and get the word out about your business, you will need
to know what you're going to say. People will lose interest if you don't deliver compelling and
interesting content, and deliver it consistently. Part of networking is making sure you are
providing what people need. So make sure you give them the information they expect from you
on a regular basis.
Promoting Your Business with Facebook
1. Make Connections -Your business most likely has a website or blog - some type of
online presence. It's a good idea to set up a link to your facebook page on your
website/blog and vice versa. That way, wherever people find you, they can be led to
your other online addresses.
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2. Content - Give some good thought to what you want to say on your facebook page. This
is the information your clients and prospects will see, so make it effective. Keep it fresh
and updated to keep them interested and coming back.
3. Interact - It's up to you as to how much interaction you want between yourself and your
clients; but regardless, it's a good idea to be consistent. If you want a lot of interaction,
you'll need to have interactive applications on your page (apps). These include things
like contests, games, and special offers. Consider creating apps for your page, and your
information has the potential to "go viral" and reach many people quickly.
4. Giveaways - Whether you do a lot of interacting or not, business professionals generally
agree that giving away freebies is a great way to promote your business. If you give
away a few high-quality freebies, then your fans will be likely to purchase your higher-
quality items or products you're selling.
5. Advertise - You can set up ads on facebook using keywords to target a specific audience
or market. Here are some tips.
Know your target market - who it is you are selling to. There are some tools on
facebook to help you research your market's facebook presence. You can find
groups and events that are related to your business.
Build a Community - Create groups and invite your clients to join. Hopefully, they will
also invite their friends to join. Keep the group interesting and hold virtual events as
well as keeping up lively discussions. This is not necessarily the best place to "sell"
but to build up relationships.
Resources - Facebook offers some tools for advertising. Check out
www.facebook.com/FacebookAds for details. You can also use a tool to create your
ad that is offered at www.facebook.com/advertising
Keywords - Incorporate some relevant keywords into your ads. You can look at
other profiles in your market to see what words people are using. Keywords can
help you customize your ad to a certain audience.
Set a Budget - Setting budget limits will keep you from spending too much time or
money on advertising. Clearly define your goals to be achieved through advertising -
determine what it is you expect from your advertising dollars. Then you can analyze
whether it is working or not.
Look at Other Ads - See which ones you find appealing and effective. Take notice
and use some similar techniques when creating your own ads. Never copy - just
"notice." Especially observe which ads you see over and over - it must be working
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for them, so see what they do and decide how you can modify it for your own ads.
6. Be "You" - It used to be that conformity was the key to success in the business world -
you had to wear the right suit, act the right way, say the right things, and so forth. These
days, however, unique individuality is in. You can use your own individual approach to sell
your business. So don't hesitate to capitalize on what makes you, "you!"
Marketing Strategies on Facebook
If you are looking to market your business through Facebook, there are some strategies out
there that can help. Regardless of what business you're in, these strategies may prove helpful in
getting the word out about your products. Here are some of the better-known marketing tools
and tips available for Facebook users.
1. The App
Probably the most important marketing strategy you can employ is the app (or many apps).
Short for "application," apps are software that can enable you to do all sorts of interactive things,
from hosting events to holding contests. Here are a couple of apps you might consider adding to
your Facebook business page.
* Events - The Events app lets you spread the news about what's happening. You can notify
large numbers of people and update them quickly about an event and its details.
https://www.facebook.com/apps/application.php?id=2344061033
* Networked blogs - You can use this app to update your latest blog post in your profile feed.
https://apps.facebook.com/blognetworks/?ref=ts
2. Research your market
Any marketing strategy is improved with market research. You can research Facebook's
demographics online - articles abound that relate the results of case studies and demographic
research. This might best be tackled through an online search - type "research Facebook
demographics" into your search engine and examine the results. You can also search Groups
on Facebook in many markets.
3. News feed
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There are various tactics for getting your information to spread rapidly, but some knowledgeable
Facebook users say that the news feed is the best way to get this kind of coverage. The news
feed is the central part of your Facebook page; it's where your activity is posted and it's the first
thing people see when they visit your page.
4. Selling items
Facebook recently got on board the retail train - the relatively new "Payment" app allows you to
upload your inventory to Facebook and sell your items from your page. Customers can
purchase items through the now-familiar shopping cart/checkout strategy, right from your
Facebook page. You even have the option of offering discounts to people who click the "Like"
button.
5. Join groups
Joining groups gives you a means by which you can post informative videos, links, and so forth
in your demographic. Join groups that are relevant to your business and participate. You can
also form groups of your own and invite others.
One More Word of Advice
Last but not least, make sure that Facebook really is the best social network where you and
your target demographic best connect! Don't invest hours in Facebook, if your market is mainly
communicating via Twitter and Google+, for example.
Have your business goals always before you. It doesn't mean your posts always have to be
about business -- of all the social networks we're discussing in this series, Facebook is by far
the most personal and informal. But it does mean you should never lose sight of the image you
want to present. In other words, don't get on a soapbox about politics if your main business
focus is all about healthy eating. Stick mainly to the topic of your business.
Remember the Golden Rule of entertainment: "Always leave them wanting more".
And make sure you visit regularly so they actually look for you in the first place!
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