Create a Compelling Facebook Page

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Facebook has millions of people spending millions of hours sharing and learning so it is logical that a page for your business would be an excellent opportunity for communicating and engaging with that network.


Your friends, family, schoolmates, and other acquaintances on Facebook are often the best sources for referrals. Facebook offers a chance to explain the type of work you do, provide regular updates, and have interaction and discussion with your community. Your Facebook page can broadcast frequent, time-sensitive updates without spamming your customers’ e-mail inboxes and also elicits a direct response without the cost of printing and postage to send a mass mailing.

Most of us have had the experience of being spammed and quickly learned what not to do. Because of this many of my clients shy away from creating a page that might be annoying but miss out on an inexpensive way to consistently communicate with a network that has some of the greatest potential for engagement.

Use photos and videos

Photos and videos are a great way to make your page more interactive and drive customer loyalty. They bring your business and products to life, especially if you are able to tag current, past or potential clients to begin a conversation. Use your company’s branding to support all of your messages. Facebook’s technology is great for consistency and recognition — every post and status update will display your profile picture — so be sure to choose this wisely using a version of your logo the is legible when reduced to the small square thumbnail.

Provide timely and relevant information

You can easily tie your blog into your page using RSS tools so all of your blog posts are automatically updated to all of your followers. As your posts are published add comments and send them to certain friends that the topic directly applies to.  Build a connection with your followers that they can relate to and easily apply to their daily lives.

Be personal and write in your true voice, and not as a business.  Talk about things that are important to you and your customers that also positions you as the expert on your niche. Be regular and consistent, but do not go overboard.  Two to four posts per week is an acceptable amount, depending on when you have new updates to share.

Encourage dialogue

Everyone likes to feel they’re part of the club. If you regularly post updates with photos of guests or shout-outs to loyal customers, others will be drawn in by the desire to get in on the action. Inspire people to write on your Page – and always respond to their comments.  Thank them for comments and let them know about complimentary products or services. Use your Facebook Page to ask your customers for feedback on new products or services you are thinking about rolling out. Do not be afraid of negative posts. Take time to address it and use it as an opportunity to show that your business is approachable and has a real person behind it.

Check your stats

Remember to review your Page Insights, which provide aggregated, anonymized statistics about the people who are connected to your Page, including demographic data and how often people are interacting with your Page.  This will also help you tailor the content on your Page to those connected to it.

Promote your page

Any network is only as valuable as it is large. Once you have developed your Facebook page be sure to promote it through any method possible. Here are a few ideas:

  • Encourage users to connect to your Page by creating a Page badge or implementing the Like Box which allows you to promote your Facebook Page on your website. Your customers can directly click on the badge or like your page from your website.
  • Include a link in your newsletters and emails encouraging your subscribers to connect with you on Facebook.
  • Create your own virtual fish bowl (where you drop your business card for a free lunch) by picking up the tab for a randomly selected follower who likes your latest update on Facebook.
  • Post regular updates with a sense of urgency like “A month until federal estate & GST taxes return. Email me for tax tips.” to spur them to action.
  • Promote an event happening that will bring your customers to your area. Offer a promotional tie-in that will entice them to stop by.

For excellent tips, a quick-start guide and more about Pages connect to www.facebook.com/FacebookPages.

(photo: http://www.flickr.com/photos/spencereholtaway/3376955055/)

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