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Now more than ever entrepreneurs and large corporations are harnessing the power of online social networks to reach consumers and grow their business. Their platform of choice is undoubtedly Facebook, which has grown to more than 500 million members in a few short years. Yet to be successful, businesses need a communications strategy to engage this vast online audience and turn them into customers or better yet – brand ambassadors.
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Using Facebook for your Business
Heidi Otway, APR
Director of PR and Social Media
SalterMitchell won the
2010 Dick Pope
All Florida Grand Image
Award from the
Florida Public Relations
Association
Clients
About Salter>Mitchell
More than 500 million active users 50% of users login everyday…
People spend over 700 billion minutes per
month on Facebook
One of the fastest growing demographic is those 35+
Average user has 130 friends
Nearly 70% of users are outside the U.S.
100 million people access
Facebook from mobile devices Facebook is one of the most responsive networking tools on Internet…
Facebook Facts
Facebook is a great tool for business…
Businesses can use Facebook to…
Share useful
information
that can
lead to
positive
feedback.
Provide
customers with a
place to connect
with your brand
and get timely
information.
Promote Events allowing
customers to RSVP and
share the event on their
FB wall.
Ask questions to
generate
responses and
feedback.
Build Brand
Ambassadors!
Setting up your Page
Developing & Posting Content
Promoting Your Page
Evaluating Your Page
Fan Page is best for Business…
Fan Page is best for Business…
Pros:
Fan pages can be customized with apps, images, & videos
Status updates appear in the news feed
Fan pages can advertise
Fan pages are public and can be promoted as a custom URL
Fan pages offer visitor statistics
Cons:
Fan pages can not mass email
Bottom line –
Fan pages allow people to follow and interact with you
Fan pages can lead to long-term engagement with fans
Name Your Page…
Make it Memorable
Consider using a title that’s memorable here because you won’t be
able to change it later.
Make it easy to find
Don’t use a funny character or other business persona that nobody
can relate to. People will be looking for your business on Facebook, so
make it easy for them to find you.
www.Facebook.com/YourBizNameHere
Get 25 fans to set up a username for your page.
Make sure you apply the username to your Facebook Page, not your
personal profile
Again, make it memorable and easy to find
Add Info about your Business…
Chose a Profile Photo
Make sure the photo or logo you choose fits in the box!
Share Company Details
Tell people how to find you
Give them a history. They’re there because they want to learn!
The type of page you are creating differs (business, publication,
celebrity, etc.), but you utilize what’s available to you to your
advantage.
Tell Where You Are - Online and Offline
Give your page fans the information needed to find you – website,
biz address, phone number, email, etc.
Get Creative…
Install an
iFrames app to
install custom
images and tabs
for your customers
and fans
Get Creative…
Requires some
HTML programming
and graphic design
skills
May need to hire
a professional to
set up your iFrames
Setting Up Your Page
Developing & Posting Content
Promoting Your Page
Evaluating Your Page
Good Content is…
Useful – is there clear value to the user?
Interesting – messages need to be interesting to be shared.
Human – the Internet is made up of people. people matter. this includes
you.
Scratches an Itch – solve problems. provide a service. create public goods.
Socially Designed – encourage social actions (share, like, video reply,
suggest offline actions).
Unadvertising - don’t sell or shill – solve problems, enlighten, share.
Snackable – create short, discoverable, quick touch points for the social
life-stream.
Catering to Egos – help users look smarter.
Building Trust & Community – be “we” and inclusive. Connects users.
Inspiring – does it inspire you? If it doesn’t… why would it inspire others?
Good Content is Engaging…
Good Content is Shareable…
Good Content is Remarkable…
Create an Editorial Calendar…
Write 30 status updates
to share with fans
Identify relevant websites to
link articles, information, and resources
for fans
It’s okay to go off topic to engage fans:
Talk about the weather, local and world
events
Managing your Page…
Monitor your page daily
Decide how you want to
moderate fan posts and
comments: Good, Bad, Ugly
Respond to fans posts within 24 hours
If possible, have more than one page
admin
When to Post Content…
Post at least once a day to build fan base
Increase frequency for special activities
Best times to post: 11am, 3 pm and 8 pm
Best days to post: Mon, Tues & Wed
Setting Up Your Page
Developing & Posting Content
Promoting Your Page
Evaluating Your Page
Promote your Fan Page…
Use Facebook Places & Deals…
What they do: Businesses can
establish their physical location as a
Facebook Place, encourage Check-ins
and incentivize through Deals.
Why they matter: Check-ins and
Deals can be posted to a user’s
newsfeed; Deals can be used to
encourage trial, reward loyalty and
offer viral exposure.
Buy Facebook Advertising…
Step 1: Set Campaign Goals
Step 2: Establish a Budget
Step 3: Create Ads
Step 4: Set the Targeting
Step 5: Pay for “Likes”
Step 6: Manage expectations
Promote on Other Channels
Website
E-blasts
E-mail signature
Newsletters
Printed Materials
Signage
Other Social Media Pages
Setting Up Your Page
Developing & Posting Content
Promoting Your Page
Evaluating Your Page
Evaluate Your Page
www.Facebook.com/Insights
Evaluate Your Page
www.Facebook.com/Insights
Setting Up Your Page
Developing & Posting Content
Promoting Your Page
Evaluating Your Page
Questions?
Twitter:
www.twitter.com/heidiotway
LinkedIn:
www.linkedin.com/in/heidotway
Facebook:
www.facebook.com/heidiotway
Email:
Heidi.Otway@SalterMitchell.com
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