Facebook for Small Business 101

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Facebook for Small Business - 101

Why Facebook for Your Small Business?

Word of Mouth As of September 2013, there were 1.15 billion users on Facebook.

That’s over 3x the population of the United States.

www.thesocialolive.com Facebook for Small Business - 101


Word of Mouth

of online shoppers have read product comments their friends shared on Facebook (source: Social Labs)

62%


Word of Mouth

of business-to-consumer (B2C) marketers have acquired a customer through Facebook (source: HubSpot)

70%

THE BASICS OF A FACEBOOK BUSINESS PAGE


The Basics

ª  cover photo: large, rectangle photo at top of page ª  profile photo: smaller, square photo at left corner of cover photo – displayed

next to page name in all posts and engagement ª  timeline: display of all posts by a user, includes photos, links and updates ª  about: includes all information about business (can range from vague to

specific) ª  photos: albums of uploaded photos ª  likes: all Facebook users that like (or follow) a business page ª  apps/custom tabs: displays extra pages of a business page without leaving

Facebook (i.e. events, contests, product pages) ª  ‘talking about this’: number of users who are engaged and interacting with a

business page; this includes post likes, comments and shares ª  check ins: users tagging a business page when they are at the physical

location (uses geotagging) ª  reviews: a place for users to rate the service or product of a business page

The Anatomy of a Facebook Page (public facing)


The Basics The Anatomy of a Facebook Page (public facing)

profile picture

business name

likes

engagement apps

reviews

check ins

cover photo

about


The Basics The Back Room (Admin panel)

ª  activity: displays all activity on business page (your posts as well as other users interacting with page

ª  settings: all settings for page – about, privacy, posting settings, etc. ª  build audience: drop down menu that allows user to invite friends to

their page, import contacts or be directed to Facebook’s ads manager ª  notifications: all recent activity (engagement) from other users ª  messages: all private messages sent to business page from other users ª  ads: suggested ad preview Facebook generates to entice a business page to

spend on advertising ª  status: a place for all business updates that will be shared with the

followers of the page ª  photo/video: ability to share photos and videos by uploading them as part

of a status update ª  events/milestones: ability to create events and/or milestones (major ‘life

events’ and share them with a page’s followers


The Basics The Back Room (Admin panel)

activity settings build audience

status updates

notifications & private messages

ads

!! !!

Getting started


Launch!

First Things First ª  profile vs. page

²  a ‘profile’ is a personal Facebook page; a page is a business Facebook page

PROFILE PAGE


Launch! Create Your Page

1.  You must have a personal profile before you can set up a business page: www.facebook.com/signup

2.  Once logged in, click downward arrow on far right of screen and select CREATE PAGE from the drop down:

3.  From this page, select the category that best describes your business: local

business or place; company, organization or institution; brand or product; artist, band or public figure; entertainment; cause or community. After selection, fill out the requested information about your page.


Launch! Create Your Page

4.  Upload a profile picture and a cover photo (or don’t save it for later – it’s not required)

5.  Complete the ‘About’ section: This 2-3 sentence blurb will appear on your page, so make it descriptive but short. If you have a website, include the URL here. ª  You have the option of using

a tag line here, as well. Options also include a long and short description, office hours, service offerings, etc.

ª  If you don’t have a website quite yet, this section is very important. It’s also important in assisting your search performance on the web (i.e. keywords).


Launch! Page ROLES

Multiple users can have administrative rights to a business page. Each admin must be invited to manage the page by the page’s owner (you). Roles include: admin, editor, moderator, advertiser, analyst


Launch! Apply Page ROLES

1.  From you page’s home screen, click ‘Settings’ from the top left corner.

2.  From the settings page, select ‘Page Roles’ from the column on the left.


Launch!

Apply Page ROLES

!!

IMPORTANT !!

In order for a user to be added as a page admin they must first LIKE the business page. If they do not like

the page, they cannot be added as an admin.


Launch! Apply Page ROLES

3.  Start typing the user’s name or email address. Once their name appears in the drop down menu, click it.

4.  Choose what type of role you’d like that user to have.

5.  Click ‘Save’

6.  That user will then be notified of your invite and from there they can accept or reject it.

(to remove an admin, click the ‘X’ next to their name in the list)


Launch!

ACCESSING YOUR PAGE

Because your page is linked to your personal profile, to access your business page you must log in to your personal profile. Once logged in, look for your page under the ‘PAGES’ menu on the left.

CRASH COURSE


FYIs for Quick Learning IMAGE SIZES

cover photo 851 x 315

profile picture 180 x 180

O For a more in depth guide to Facebook sizes, click this link: Social Media Sizing Cheat Sheet


Posting content

ª  RULE 1: A successful Facebook page posts 1-3 times a day (source: KISSmetrics)

FYIs for Quick Learning


Posting content

ª  RULE 2: Make your posts visual whenever possible (source: KISSmetrics)



Posting TIMES for success ª  RULE 3: Trial and error is the best way to determine what times of day

you should post your content, but there is enough data available to offer guidance: (source: Social Media Today)

BEST worst

1 p.m. – 4 p.m. 8 p.m. – 8 a.m.



Scheduling posts Keeping your Facebook page filled with vibrant content can seem like a daunting task. However, Facebook has evolved into an ally of the busy small business owner.

After writing your post and/or uploading you photo, click the little clock in the lower left hand corner to display the post scheduling options.



Scheduling posts From the menu, choose the date and time you’d like for your content to post.



Scheduling posts Once you’ve decided on a date and time, click ‘Schedule,’ and you will shown a pop up window to confirm the scheduling. Go view it in your activity log by clicking ‘View Activity Log.’



Scheduling posts

In your activity log you are able to see all posts that are scheduled as well as all other activity.



Scheduling posts

See a typo? Change your mind on when you’d like to publish the post? From your activity log you can edit, reschedule, delete and even publish a post immediately.



Recycle content Meeting the 1-4 posts/day quota can definitely be a challenge, but remember:


ª  Save all of the content you do create and re-use it when you can (be mindful of time sensitive modifications that may need to be made)

ª  Post on the go! Use a smartphone or a tablet to post in the moment – some of your best content will be the content that ISN’T scheduled

ª  Be mindful of scheduling your content too much; over scheduling will deplete your page of any real social flavor and that’s bad for everyone involved

ª  Source other websites, pages and resources relative to your industry – share and be shared.

ª  Lastly, listen to your audience and build your content around them.

Marketing

Facebook for Small Business 101