What You Need to Know About Facebook Pages For Business

Not using Facebook for business yet? Wondering where to start?  Read this article.  It will be your comprehensive guide to creating a Facebook page. By the way, you’re not alone. There are still many business owners and marketers who don’t quite know where to start.

Most likely, you already have a personal profile. Facebook only allows you one account in your own real name. More on how to create a Facebook profile, start here to create a professional-friendly Facebook profile.

Once you’re happy with the way you’ve chosen to use and configure your profile, it’s time to set up your Business Page, often referred to as a “Fan Page.” Previously, we would join these pages by clicking the “Become a Fan” button; however, Facebook changed this to to their er-present “Like” button.

With Facebook’s 500+ million active users; half of whom log on daily, having an active Facebook page helps gain tremendous visibility for your business and meets your prospects where they are. The time to start a Facebook page is right away!

What You Need to Know About Facebook Pages
  1. You need to have an account on Facebook in order to create a Facebook page.
  2. Your Facebook page will be tied to your personal profile as the admin of your Facebook page; however, only you and Facebook know the connection exists.
  3. You can have an unlimited number of Facebook pages.
  4. You can have an unlimited number of fans (Facebook users who “Like” your page).
  5. Facebook Pages are public—anyone can find and view your page whether they are logged into Facebook or not.
  6. All content posted on your Facebook page gets indexed on Google.
  7. You can target your posts by location and language.
  8. You can add applications to your page, including your own custom content—video, rich text, graphics, opt-in box and more.
  9. You can add additional admins (highly recommended).
  10. All admins have equal rights to administer your page, including adding and removing other admins (choose with care!).
  11. You can’t post content on your Facebook page from your personal profile (unless you use an @ tag from your profile and have your settings for that post set to Everyone).
  12. Select your page title and category carefully as they cannot be changed once set.
  13. Start here to create your Facebook page.

To get a sense of what’s possible for your own Facebook page, look at a variety of examples in your own industry and related industries. Here is Facebook’s own Directory of Pages; see also this great slide deck with 10 examples of business-to-business Facebook pages.

Recommended Approach to Building Your Facebook Page

#1:  Objective

First, be clear on what your primary purpose is for your Facebook page. Examples include raising brand awareness, enhancing customer service, building your email list, driving traffic back to your blog, building community plus others. You may have multiple objectives, but be sure to prioritize your objectives. Stelzner has great editorial guide for their Facebook page; you can view an excerpt in this post

#2:  Design Strategy

Once you’re clear on the objective(s) of your Facebook page, the design needs to reflect that. Go to Red Bull's Facebook page to see a sample of a page extremely in tune with their target audience

#3: Content Strategy

Ideally, just as with your blog, you’ll have an editorial guide which includes a plan for publishing a mix of updates, photos, videos, and links. Depending on the nature of your business and your overall objective, for the most part, it’s best to publish a mix of your own content and other people’s content. Sources other people's content include Technocrat along with your favorite blogs . Plus, remember your own Facebook Friend Lists!

#4:  Promotion Strategy

Now you’ve built it and need to ensure “they come!” There are many ways to promote your Facebook page inside Facebook, outside Facebook and offline. More on how to increase your facebook fan base read this post.

#5:  Engagement Strategy

Now you’re starting to gain traction! But you’ll need to allocate resources to ensure your Facebook page is being monitored; if not always by you, then by your team. If one of your objectives is to enhance customer service, you’ll want to be prompt in responding to fans’ comments and use a personal, approachable tone.

Remember, what you need for now is a profile with a strategy and settings you’re happy with and the makings of a robust, active Facebook page.

Reference: Smith, Mari. "Facebook Marketing", 2010

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