I’ve been spending more time lately focusing on how to use Facebook for business, and decided it’s time to share some of the things I’ve learned this time around.
Facebook was started in 2004 as a networking/communication tool for university students, but today any business can start an account and leverage the over 120 million users. Facebook is currently the 4th most trafficked website with more than 55,000 networks.
Facebook is a social media venue and as such, is a place to socialize, much like you would at a party. David Meerman Scott is known for saying that no one involved in social media really cares about your business or what it does, so simply using your company page to promote your business isn’t the way to go about it.
Following are 5 best practices in setting up and positioning your business page but please jump in, I invite you to respond to this post and comment on approaches that have worked for you but aren’t covered here.
1. SEO for your FB page – Well, there doesn’t seem to be much that you can do to optimize for search within FB, other than picking a keyword for the name of your page. Bear in mind, however, that you can’t change that later so it might make sense to use page name as a branding opportunity and relate the name to your business name. You can also enable your page for external search engines in the public search part of your profile.
2. Create and interact on a group – a great way to use Facebook for business is to put together a common interest group and attract the members of you niche to join and contribute.
3. Leverage the viral nature of FB: the news feed – news feeds will show all updates on yours and your friends’ recent activity. It is the first thing seen when you log into FB, so the latest entries from your business page are front and center for your followers.
4. Facebook advertising capability – create an ad that drives traffic to one of your website’s landing pages, perhaps a white paper. Remember to include an interesting appropriate image in the ad. Also, select the billing option that relates to ‘click through’ rather than ‘page visit’ because the actual conversion rate is very low but you will basically get impressions at not cost– use the PPC model.
5. Drive traffic to your website – Create a business event of interest that requires visitors to go to a landing page on your site similar to an advertising campaign (above)
6. Don’t forget to make use of your existing networks to expand your following, and add a ‘follow me on Facebook’ button to pages on your website and email.
7. Tracking with Facebook Insights – select this dashboard located in the left margin of your page to help you track friends, fans, and activity including the level of engagement of your brand.
8. Tracking with Ads Manager- You will have access to this if you take out a Facebook ad, and it allows you to track impressions, clicks, and cost regarding Facebook ads that you have on your site.
So, it would be great to hear from you – do you have any best practices of your own that you employ when using Facebook for business? Please let us know in the comments section below.
Also, we invite you to download our Inbound Marketing 'how-to' white paper for free by clicking this link: The 10 Essential Steps to Effective Marketing Online.
(image by benstein)