Facebook pages for_business_best_practice_guide

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  • Market Data / Supplier Selection / Event Presentations / User Experience Benchmarking / Best Practice / Template Files / Trends & InnovationFacebook Pages forBusinessBest Practice Guide Sample only, please download the full report from: http://econsultancy.com/reports/facebook-pages-for-business-best-practice-guide
  • FacebookPages forBusinessBest Practice GuidePublished May 2012 Econsultancy London Econsultancy New York 4th Floor, Farringdon Point 41 East 11th St., 11th Floor 29-35 Farringdon Road New York, NY 10003 London EC1M 3JF United StatesAll rights reserved. No part of this publication may be United Kingdomreproduced or transmitted in any form or by any means, Telephone:electronic or mechanical, including photocopy, recording Telephone: +1 212 699 3626or any information storage and retrieval system, without +44 (0)20 7269 1450prior permission in writing from the publisher. http://econsultancy.comCopyright Econsultancy.com Ltd 2012 help@econsultancy.com
  • Contents 1. Introduction ..................................................................... 5 1.1. About this report ....................................................................... 5 1.2. About Econsultancy .................................................................. 6 2. Facebook statistics ........................................................... 8 2.1. Facebook usage ......................................................................... 8 2.2. Facebook pages ......................................................................... 8 2.3. Facebook in business ................................................................ 8 2.4. Facebook demographics ............................................................ 9 3. The business case for investing in your Facebook pages .............................................................................. 10 4. Getting started ............................................................... 12 4.1. Setting your goals .....................................................................12 4.2. Basic apps you should add to your page ................................... 13 5. How to make a Facebook page ...................................... 14 5.1. How to create a killer Facebook Timeline ................................14 5.2. How to use the Admin Panel ................................................... 22 5.3. Personalised views for fans ..................................................... 24 5.4. Displaying your content .......................................................... 25 5.5. The Activity Log ...................................................................... 27 5.6. How to create a fantastic Facebook app .................................. 28 5.7. How to create a wonderful user experience ............................ 45 5.8. Make Facebook your social media hub ................................... 53 5.9. How to create compelling content for your page ..................... 59 5.10. Moderating the conversation .................................................. 78 5.11. Putting yourself on the map .................................................... 82 5.12. Dont be afraid to experiment ................................................. 88 5.12.1. Tools to track your success ...................................................... 88 5.13. Turn your Facebook page into an f-commerce site ................. 92 6. Measurement and ROI .................................................. 93 7. Case study: Macys ......................................................... 97 7.1. The Timeline ........................................................................... 97 Facebook Pages for Business A Best Practice Guide Page 3 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright Econsultancy.com Ltd 2012
  • 7.2. Functionality and design ......................................................... 99 7.3. Visibility and SEO .................................................................. 101 7.4. Content ................................................................................. 103 7.5. Customer service and page management ...............................1078. Checklist ....................................................................... 1089. Resources and further reading ..................................... 111 9.1. Econsultancy reports ..............................................................111 9.2. Econsultancy articles ............................................................. 112 9.3. Econsultancy training ............................................................ 112 9.4. External resources ................................................................. 112Facebook Pages for Business A Best Practice Guide Page 4All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storageand retrieval system, without prior permission in writing from the publisher. Copyright Econsultancy.com Ltd 2012
  • 1. Introduction1.1. About this report This guide to Facebook pages will help you understand how to optimise your brands presence on the worlds biggest social network. Facebook pages are incredibly useful to businesses as a means to engage consumers. They can be used to grow revenues, support customers, extend marketing campaigns, generate extra web traffic and boost brand awareness. Creating the perfect Facebook page for your business takes time, planning and resources. But judging by some of the success stories, it is worth it. There are many different approaches and tactics that can be employed to win at Facebook. This guide will examine the variety of ways in which Facebook is being used by brands, and aims to define best practice in this space. By following our Golden Rules you will soon be on the road to Facebook success. With more than 50 recommendations and 80 examples of real world Facebook pages, this guide should provide you with plenty of ideas to help you support your brands aims and objectives. Facebook Timeline On 30th March 2012, Facebook switched all existing brand pages to its new Timeline format, replacing the Wall with a more visually appealing format. The timeline update represents a significant change for brands and marketers using Facebook as part of their social media strategy. In the past, the emphasis for Facebook marketers was on custom apps and landing pages, which could easily be set as the default landing page for any or all visitors. The new Timeline format means that pages are now limited to a maximum of 12 apps. You can still direct visitors to these, but only via a dedicated URL. All other visitors will arrive directly on your Timeline. This may seem to make life more difficult for marketers, however it actually offers a more personal and useful experience for users, and encourages best practice and community engagement by brands. Weve completely updated this report to reflect these changes, with a complete overview of Timeline which includes optimisation tips and best practice, all backed up with lots of examples and screenshots from brands that are really making the most of the new format. Sample only, please download the full report from: http://econsultancy.com/reports/facebook-pages-for-business-best-practice-guide Facebook Pages for Business Best Practice Guide Page 5 All rights reserved. N