A Quick Guide To Facebook Pages is the first in the series of guides on social media. It's a short primer for anyone just getting started or thinking of creating a Facebook page for their business. This post is also available as a downloadable PDF on the Resources page. Please feel free to download or share. Comments and feedback are welcome.
A simple rule of business communication is to take your message where your customers are. Facebook, one of the largest social media networks with over 500 million active users (collectively, we spend over 700 billion minutes per month on Facebook,) has grown beyond its role in personal networking and emerged as a powerful marketing tool for businesses. Facebook pages are now an essential branding tool for all organizations, helping businesses or non-profit organizations of all sizes interact and engage directly with customers or a community in a way that’s least interruptive.
When someone likes, posts a comment or interacts with your page, their activity is visible to their friends through Facebook’s News Feed. The social nature of Facebook gives your page greater exposure, allowing you to attract more fans and draw attention to your company or organization.
Besides these benefits, Facebook pages usually rank high in search engines, helping potential customers find you easily and own more ‘real estate’ in the first few search pages. By sharing links with company-related news or other information on your website, you can drive more clicks and better optimize your site for improved search engine results.
How To Get Started
1) Set up your profile. If you already have a personal profile, just log in to your account and click on ‘Ads and Pages’ on the left hand side of your profile or on ‘Advertising’ on the bottom right of the page. Once the advertising page opens up, click on ‘Promote your Facebook page or website’ under the heading ‘Deepen Relationships.’ Next, click on the green ‘Create a Page’ button. If you can’t find it, click directly on this link.
3) Upload a profile picture. List your website’s URL and links to your blog or Twitter profile, along with other contact information. While creating a profile, think about how you want to project your company to your fans and what keywords you want to include in your profile and business description.
4) Click on ‘publish your page’ once the page is set up, to make it public.
5) Invite friends from your personal profile to ‘like’ your business page. If you don’t have a personal profile, it is recommended that you set one up first before creating a business page. Having a personal Facebook profile will make it easier to promote your Facebook page among your existing network.
What Should You Post On Your Facebook Page?
1) Post regular updates on new projects your company may be working on, links to latest company news, press releases, press coverage or your latest blog post. You can also post latest events, videos and pictures or start discussions with your fans, inviting ideas or soliciting their feedback. Keep your profile active to engage and retain existing fans and attract new ones.
2) Use applications such as Facebook polls to gauge what your customers think about a particular product or new service you want to introduce.
How To Attract More Fans (or Likes) To Your Page
1) ‘Like’ your own Facebook business page so that your Facebook friends learn about your page through the news feed. You can then also invite your own Facebook friends to like your page by using the ‘Suggest to Friends’ feature that shows up below your profile picture on the top left.
2) Publicize your page by adding links to it on your website, e-newsletter and blog. You can even add a clickable Facebook badge or icon to your e-mail signature that points to your Facebook page. If you wish to try paid options, use Facebook ads to publicize your fan page to a select target audience based on demographic or geographic criteria or other criteria such as profession or interests.
3) Offer quality content that would be useful to your Facebook fans. Dell is a great example of a company that does a great job of providing useful content and giving fans a reason to visit their Facebook page. Another way is to create a contest that persuades fans to participate or offer them an exclusive discount or deal to provide them with an incentive to ‘Like’ your page.
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