Getting the Most out of Your Facebook Page
Your company Facebook page is live and ready to be shared with the world. You are already doing the best you can to make sure that people “like” you, and you've tried to get them to share your content with their friends. You feel like you've gotten a pretty good start to this whole Facebook business.
But are you really doing everything you can to get the most out of Facebook?
Whether you've been at this a while and you're not getting the results that you want or you want to get the best return on your time investment, this guide is for you. Here we'll go over a few simple tips to make sure that you're maximizing the effectiveness of your Facebook page.
Make sure your business is a page, not a profile.
Many newcomers to Facebook log on and make a profile rather than a page. What's the difference, you ask?
A profile is a personal space. It's a way of connecting with friends and family—chances are, if you have a Facebook account that you post to already, this is what you have. A good way to tell is that with a Facebook profile, you add people as friends and you “like” business pages. So, if you have "friends" and not "likes," then you've got a profile.
A page is what you'll see for businesses. You will see how many people “like” the page—not how many “friends” a page has. You want to make a page so that you don't have to approve people's friendship requests—that's a lousy way to promote a business! You can verify your page as a real, legitimate local business and then invite friends and family to “like” it or share your posts. When you're running a business page, fans will still see updates, be able to post on your wall, and comment on posts and photos.
It's also imperative to keep your personal life separate from your business. While it's fine to feature personal updates from the business owner, keep it professional and business-related. Your fans likely don't want to see what their local business owner thinks of the Presidential election or last night's episode of The Walking Dead—they just want to purchase your products or services!
Complete your page.
We mentioned this in the Twitter article, but the same holds true for Facebook (and any other social media platform): an incomplete page makes you look unprofessional. It also makes people uneasy. They tend to become concerned that you might not be a legitimate business—or worse, that you might be a spammer or bot. They want to be able to see your address (if applicable), contact information, photos, and that you actually have an inventory or services to offer. Spare them the trouble of having to decipher this on their own by filling out all your information. They'll be much more likely to stick around and browse your site if they know that you're the real deal.
Schedule regular updates.
This is pretty straightforward: if you're not updating regularly, your page isn't going to live up to its full potential. The purpose of Facebook is to help you connect with your fans and drive traffic to your site. If you don't make the effort to provide people with content worth sharing or links worth clicking, you're not going to be getting the most out of your page.
Whether you decide to update three times a week or twice a day is up to you. But once you decide on a schedule, try to stick to it. You'll be better off in the long run!
However, we should also note that there is such a thing as updating too often. If you're updating ten times a day, you might be flooding your fans' timelines with your content. And that's kind of looked down upon—not only is it annoying to see the same person posting over and over again, but for businesses, it can come off as being too pushy, and it will drive customers away. So unless you're running a news source or something that thrives on live updates, you'll do much better sticking to a regular schedule. If you like to post often, try two times a day and see how that works out!
And on another note, you might have heard that you shouldn't post content more than once. This is, quite simply, bad advice. Timelines move quickly, and not everyone is going to see your post the first time around. You can safely post more than once without worry, as long as you're not posting the same update day after day. A good method to try is to post something from your blog or site once right after it goes live, and then once a week later. If it has good reception, try posting it again a month after that, or several months later.
Respond to fans and customers.
Eventually, you're going to start getting comments on your posts and photos, and you'll get fans who want to give your business a review or send you a message regarding your services. As a business owner, it's your duty to respond to these fans.
Whether you get positive or negative feedback, it's important to take the time to respond to concerns. Doing this will make your company much more appealing in the eyes of both the fan and others who happen to read the exchange (if it is public). They'll see that you're likely to try to address any complaints a customer has, and you're truly looking out for the best interests of those who want to do business with you. So, if someone asks a question, answer it. If someone comments on a photo or post, “like” the comment and/or respond. If they complain about the business or leave you a bad review, simply politely respond and try to address the issue as if you received the complaint in your own store.
That being said, if someone is using abusive or inflammatory language, you are not under an obligation to engage with them. Getting rid of these offensive posts is something that many other customers will appreciate—no one likes a hostile environment. Feel free to delete, hide, or block as needed. Engaging in a word war with them will do you no good, and in fact, it may make you look unprofessional.
Share other content.
While Facebook is great for advertising your own services and products, it's also great for connecting with other like-minded companies. Just as with Twitter, you might raise an eyebrow at the idea of promoting the content of a “competing” company. But time and again, it's been proven that it's better to forge an alliance or support network with similar companies than it is to just talk in an echo chamber about how great your services are.
This doesn't mean you have to promote another company's goods more than you do your own. What we're getting at here is that when you connect with influential people in your industry, you can gain an insight into what works to engage fans vs what doesn't. If the companies you follow are great with social media, you'll find that their updates are helpful and worth sharing on your page too. Plus, your fans will enjoy engaging content from a variety of sources!
Use an app to redirect key traffic.
If you weren't aware of it already, you can install apps on Facebook to redirect visitors to your site. You can also set up apps so that visitors can find you on other social media networks, such as Twitter, Instagram, Pinterest, YouTube, and more! Whether you have a bunch of profiles that you want people to find and follow or you just have a few that you keep up with, it's always a good idea to let visitors know that they can find you on their network of choice. These apps are simple to install and they'll appear right along the side of your page where your information and photos are.
The methods we've listed here are just a few ways you can get more out of your Facebook experience. There are obviously more ways you can squeeze more juice out of Facebook, but these are a good place to start.
A few other tricks you can use include adding your Facebook profile link to your email signature and placing signs in your place of business asking people to “like” you on Facebook!
We hope this has been of some help to you. Let us know if we missed anything you think is worth mentioning!