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Hands On Facebook for Business Workshop
FACEBOOK CAN HELP YOU REACH ALL THE PEOPLE
WHO MATTER MOST TO YOUR BUSINESSJUNE 2016 1
The Difference between a personal Facebook page and a business page:• Your personal page is about you
• Your audience is “friends”—people have to “friend” you to see your posts
• You can post pretty much whatever you want—it doesn’t matter what you think people want
to see…
• Your business page is about your business
• Your audience is people or other pages who have “liked” your page—those are the people
who see your posts
• You need to be professional with your posts– it DOES matter what people think
2
JUNE 2016 3
Make a list of 8-12
attributes that you
want to conveyThink of characteristics or themes
that illustrate your company’s values
and post one theme each day:
1. Integrity
2. Value
3. Excellent Customer Service
4. Quality Products
5. A Great Team of
Professionals
6. Speedy Installation/Delivery
7. ETC…
JUNE 2016 4
Here’s space to
make your own
list right now.
Attributes about my business that I want to convey on FB:
JUNE 2016 5
Now that you have set up your pageCreate the hub for your business on Facebook
Your Facebook Page makes your business:
Discoverable: When people search for you on Facebook, they’ll be able to find you.
Connected: Have one-on-one conversations with your customers, who can like your
Page, read your posts and share them with friends, and check in when they visit.
Timely: Your Page can help you reach large groups of people frequently, with
messages tailored to their needs and interests.
Insightful: Analytics on your Page will give you a deeper understanding of your
customers and your marketing activities.
JUNE 2016 6
Page Admin Tools give you
control over your Page, so you
can decide what and how to
share with your customers.
The tools give you:
• A place to read personal messages
• Notifications when customers interact
with your Page
• Measurement info so you can see how
your Page is performing
• Publishing Tools is a place to boost your
posts or promote your page by creating
and purchasing ads.
• We’ll get into the detail of these tabs
later if time allows
JUNE 2016 7
Now let’s take a look at the
tabs underneath your cover
photo. These are the buttons you
use to help you post
JUNE 2016 8
There are several buttons
underneath your cover that
are connected to your
business page.
The About page shows:
• All of the information about your
business that you entered when you set
up the page
• Your mission statement
• Company Overview
• Hours of Operation, which show on the
page
• Impressum is a statement of ownership
of web presence, required by some
countries…
JUNE 2016 9
The Events Button underneath
your cover is a valuable tool
The Events page:
• Is the place where you can create events
• Stores all of your events for your
audience to click on and register for
• Allows you to edit events after you’ve
created them
• Allows you to share your events
• If you are signed in as an individual,
you can invite your facebook friends to
join your events
• And last, but not least…you can Boost
your events.
JUNE 2016 10
Create and Post
EventsYou can share sales or special
events with your audience by
creating an event on your
page.
JUNE 2016 11
Events Drive
Customers to Your
WebsiteFill out the information about
your event, publish, and share
it often to get the word out
about what’s going on and to
drive them to your website to
register
JUNE 2016 12
Photos Create a much
higher percentage of
views and engagementThe Photos Button:• Is the page where all of your photos are
stored and you have access to reuse them in
your posts
• Facebook groups your photos for you
• There are photos that came from other
people’s posts, photos that you posted
yourself, photos you have used for your covers
& profile pictures, photos that came from your
phone
• You can create albums that are stored here
also
JUNE 2016 13
Change your Cover photo regularly to keep your
page freshYou have access to all of your photos or you can upload a new photo. Change
your cover to illustrate new seasons, events, or products you have.
JUNE 2016 14
The More Tab allows
you to change which
buttons are under your
cover photoThe More Button:
• Has a drop down list of other tabs you
could have under your cover photo.
• You could have the “Join My List” button,
which is a form for your visitors to fill out
that puts them on your email contact list
• Clicking on any of the items in the list puts
them underneath your cover, but you can
only have 3 tabs showing at a time
JUNE 2016 15
Build Your
Audience
The best way to reach people is to
go where they are.
To build your audience:
• Invite your Facebook friends who
are genuinely interested in your
business
• Invite customers you already do
business with
• Promote your Page to reach all-
new audiences on Facebook
JUNE 2016 16
Create posts that are
right for your business
and your customers.When you post to your Page, you can:
• Write updates that instantly appear on
your Page
• Add photos and videos to your posts
• Schedule your posts to save time
• Use Hoote Suite or some other
scheduling Ap to cross post on other
platforms.
• Reach more people by boosting your
posts
• Create offers or events
• Post on someone else’s page by typing
the @ before the name of your page
and the list will pop up
• You can also tag people in the photos
JUNE 2016 17
Make Posts More
EffectivePosts are generally more successful
when they connect with your
audience in a real, genuine way.
• Keep it short.
• Use big, beautiful images
• Share exclusive content and info
with Facebook Ads
• Respond to customers—and keep a
calendar: make holiday
appropriate posts
• Link them directly to your website
• Post more of what customers want
JUNE 2016 18
Create Good
ContentYou don’t have to be a professional
photographer, or a graphic
designer to create interesting
content. There are several FREE
design websites:
• Canva.com
• Picmonkey.com (small monthly
fee)
• Befunky.com
• Fotor.com
JUNE 2016 19
Post Links to Your
NewsletterIf you send out a newsletter
either monthly or weekly, post
the link on your facebook
page to reach others who may
not be on your email list.
JUNE 2016 20
Share Posts in
Groups to reach
more peopleJoin community facebook
groups with interests similar to
your business (that has to be
done by you, the individual,
first). You can share posts from
your business page to larger
audiences who may not
necessarily “like” your page.
JUNE 2016 21
Share Posts From
Your News FeedClick on “See Pages Feed” on
the left side of your page.
• Sharing others’ posts puts
them on your page
• You can engage with your
audience by sharing or
commenting on other
pages’ posts. The Chamber
does this to endorse our
members.
JUNE 2016 22
Facebook Gives you LOTS of
opportunities to increase the
popularity of your pageThe Promote Button under the Setting Tab:
• Gives you many choices of what it is you want to
increase traffic to
• Clicking on any of these tabs will bring up a
page that allows you to create a purchased ad
JUNE 2016 23
Boost Posts to
Reach More
PeopleBoosting posts is another good
way to reach more people.
With a boosted post, you can:
• Reach more people who like your
Page—and their friends
• Reach all-new audiences based
on location, age, gender and
interests
• Easily set a budget and schedule
for your post
• Create an ad for your post
JUNE 2016 24
Let’s review the Page Admin
Tools. These tools give you
control over your Page, so you
can decide what and how to
share with your customers.
JUNE 2016 25
Message Tool allows for
personal interaction with your
audience.
The Messages page shows:
• Individual Messages that your customers
have sent you
• You can reply on this page to individuals
• It’s important to reply in an expedient
and professional manor.
• It’s also good to have engagement with
your audience.
JUNE 2016 26
Notifications Tool Alerts you
to the engagement your posts
receive.
The Notifications page shows:
• Likes you’ve received on posts
• Comments you get on your posts
• Which posts were shared by others
• Posts from other people or pages that
have posted on your page.
• You can share posts that have been
posted on your page from here
• You can comment on posts here by
clicking on the specific notification
• If you want to boost a post or promote
you page, you can do it here (but we’ll
get to that later…)
JUNE 2016 27
Page Insights BasicsLikes
See how many likes you have, how the number of likes changes over
time, and where they come from.
Reach
See how many people like, comment on and share your content. You can
also see how much of that came through your customers and their
friends, and the response you got from ads.
Visits
See what section of your Page people are responding to most, and
where they’re coming from, like Facebook or a search engine.
Posts
See a daily breakdown of your posts, and how many people responded
with clicks, likes and more. Get more specific by viewing the types of
posts you make: statuses, photos, and video. If a post isn’t performing as
well as you want, you can always boost it.
People
To help understand your audience, you’ll see demographic info like age,
gender and location, along with what times they’re looking at your Page
and how they found it—so you’ll be able to create posts for the best
response
JUNE 2016 28
Insights Tool gives you
measurement of how your
posts are doing.
The Insights page shows:
• An overview of views, likes, actions,
reach, engagement and video views
• You can click on each individual post to
get all of the data and you can boost a
certain post
• You can change the date range of the
information
• By clicking on each of the items to the
left, you can see a range of graphs
relating to each of those topics
JUNE 2016 29
Insights Tool has quite a lot of
options for looking at your
facebook data
The Likes page shows:
• A range of graphs showing net likes,
where your page likes happened, total
likes from the beginning of your page
• Under the Benchmark column on the
right, you can click on each item and the
graph will change, showing the different
performance points.
• And of course, there’s always that button
that will allow you to pay to promote
your page and get more likes…
JUNE 2016 30
Create a spread
sheet to keep track
of your postsYour posts can be articles or sayings
(or memes) that fit your theme of
the day.
You can also keep track of the
engagement you attract from your
posts. (If you have that kind of
time…)
JUNE 2016 31
Last, but not
least….Have fun!
Your Page isn’t just for updating your
customers—it’s a great place to have
conversations, hear their opinion and ask
questions.
Having conversations on your page is
incredibly helpful for getting to know your
audience. People buy from people they
know, like and trust. Be real with your
audience.
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