What is it?
The first reason to use Facebook is its sheer number of users. The opportunity to reach 500 million people is one that cannot be ignored. Facebook can be used as a social media-marketing tool through fan and group pages. When somebody becomes your fan, a notification is shown on all of that person’s friend’s news feeds, thus giving you significant exposure. Fan pages allow videos and pictures to be uploaded, status updates, your fans to make comments and for discussions to be created. You can post questions and listen to what your fans are saying on your page. By regularly updating and using all available features of your fan page you are able to access millions of people and create a growing reputation for your business.
According to a recent survey, 70% of local businesses in the US use Facebook for marketing, an increase of 20% from the following year. And for the first time, local businesses are using Facebook more than Google for their online marketing.
How to create a Facebook business page
You can create a business account on Facebook but only if you don’t already have a personal account (Facebook doesn’t allow multiple accounts). However you can create a page for your business – or brand or product – from your personal account. Fans of your business page will not be able to see your personal account or profile, and anything you do to your page as administrator will show the page’s name rather than yours.
How to use your business page
The aim is to attract fans to your page so you can communicate with them and raise awareness of your business. People aren’t going to interact with your page unless you give them reason to. By uploading photos, using your wall to communicate news about your business, offering discounts or offers, and adding interactive elements such as games and polls, you can make your page more appealing and create a more positive image of your business as a result. Also try posting links to content you think your customers might be interested in.
The important thing is to interact with your existing and potential customers. This has been made slightly easier by a new feature recently introduced by Facebook, which allows you to receive notifications when fans interact with your page. When you receive these notifications do try and comment and increase your feedback rating on the Facebook page. The more you interact with your fans, the faster your page will gain users and
get you the targeted hits to your site.
Facebook ads
Creating a page is completely free, but if you want to reach out to more Facebook users, you can pay for adverts. Facebook adverts can be bought on a cost-per-click (CPC) or cost per thousand ad views (CPM) basis. The useful thing about Facebook ads is how targeted they can be. You can target by gender, age, location, relationship status, education and workplace. You don’t have a lot of space to make your case: 25 characters for the headline of your ad, another 135 for the body, but if your ad is pointing people to your business’ page, the ad can include a ‘become a fan’ link within it.
The Facebook Insight tool can help you track and monitor your advert, and if the advert points outside of Facebook, it’s worth using another tool such as Google Analytics.
Facebook Like button
The Like Box enables users to like your Facebook page and view its stream directly from your website. This is a great social media tool to add to your website and newsletters. As soon as someone clicks on the like button they will automatically become a fan of your Facebook page.
For more information on creating the Like Button, visit: http://developers.facebook.com/docs/reference/plugins/like/
Quick hints and tips
Read the rules. When using Facebook for marketing or publicity purposes, there are a few rules to be aware of. For example, you have to be at least 14 years old to open a Facebook account, so if your product is aimed at children, you’re probably wasting your time using this channel. Do some research on the internet to find out all the rules and regulations.
Provide contact details. If people like the way your page is put together, chances are they’ll want to get in touch with you. Add key contact information to your page such as phone number and website URL, so your visitors can make the leap.
Link from other media. If you add a ‘find us on Facebook’ button to your website or blog, you can drive even more traffic – and get even more business.
Analyse traffic. You can enlist the help of Facebook Analytics to find out who’s viewing your site, what demographic groups they belong to and what they like about your offering. You’ll have to pay for this information, but it will enable you to make your marketing offering even more effective.