How To Set Up and Optimize Your Facebook Business Page


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Course outline for Jackson County (NC) Chamber of Commerce training about Facebook for Business on 3/6/2012

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How To Set Up and Optimize Your Facebook Business Page

  1. 1. How to Set Up andOptimize Your Facebook Business Page By Mary Anne Baker INNsights Internet Marketing
  2. 2. This class is for:● Beginners to Facebook Business Pages● Those who have set up a business page on Facebook and want to learn more about how to use all of its features
  3. 3. What We Will Cover Today:1. Why Facebook is Essential to Your Marketing Plan2. How to Optimize Your Page for Search Engines3. How to Optimize Your Posts for Facebooks Edge Rank4. How to Navigate in the New Timeline5. How To Promote Your Page and Grow Your Fan Base
  4. 4. Why Facebook for Business?● 845 million users worldwide● 25% of these users are in the United States.● 50% of Facebook users log in every day.● The fastest growing demographic of new users is ages 45-54.● Its Free.
  5. 5. Understanding Page Types● Local Business - Your page is associated with a physical location.These pages are also referred to as "places" on Facebook where people can "check-in."● Brand - Your page features a business without a physical location.
  6. 6. Optimize Your Page for Search EnginesThe "About" SectionPredominately featured at the top of your timeline.Local businesses: If your business is associated with aphysical location, then it will list the subcategory, address,telephone number and hours of operation.No physical location: If your timeline features a brandwithout a single physical location, then it will let you add adescription of up to to 255 characters. Use your keywordsand add your website URL to create an active hyperlink toyour website. This creates a very quick link that your visitorscan click on.
  7. 7. Optimize Your Page for Search EnginesSub-CategoriesIf your Facebook Page is a Places Page (so people can"check in"), you will also have the ability to add sub-categories to your page. This is done from the BasicInformation Tab.● Must use options from the drop downs.● Tag your page with up to 3 different sub-categories
  8. 8. Optimize Your Page for Search EnginesOptimize Descriptions & General Information● Write as much content as you can with heavy keyword utilization● Use hyperlinks (include "www")● Use a conversational tone● Keep in mind that you are writing for Google and other search engines.
  9. 9. Optimize Your Page for Search EnginesPage Titles & User Names● Your page title is the name of your business. You can change the title as often as you like if you have less than 100 fans. Use a few extra words (keywords) in your title if it makes sense.● Your User Name is a unique URL for your page: This is sometimes referred to as a "personalized link." You will need 25 fans. You cannot change your user name once it is set.
  10. 10. Optimize Your Page for Search EnginesUsing Facebook "as" your Page● Purpose: ○ To promote other businesses in the hopes that they will promote you back. ○ To comment on any Facebook Post as your Page instead of yourself personally.
  11. 11. How to Optimize Your Posts for FacebooksEdge RankWhat is Edge Rank?Edge Rank is an algorithm that determineswhether or not your posts show in your fansnews feeds.The three parts to the algorithm are:● Affinity● Weight● Time
  12. 12. How to Optimize Your Posts for FacebooksEdge Rank● Affinity - How connected a particular fan is. If they like, comment, or share your content, then they have a high affinity score with your page.● Weight - Types of interactions and types of posts have higher weights than others. For example, comments are worth more than likes, and photos and videos are worth more than status updates.● Time - Newsfeeds are populated with posts that have the highest score at that moment in time. Your post will only hit the newsfeed if it has a higher score - at that moment in time - than the other newsfeed stories.
  13. 13. How To Make Sure Your Posts Are Seen● Post pictures and videos● Ask questions● Invite people to "click like" if they agree...● Test and Re-Test - Review Facebooks Insights to determine which posts have the highest interaction rates● Re-post popular photos or videos - be careful to do this infrequently.● Experiment with offering promos or discounts available only to fans. See some great examples at
  14. 14. How To Make Sure Your Posts Are Seen● Posts that receive the highest interaction rates are in the evening and on weekends, outside of business hours when page administrators are least likely to post. These posts have a 20% higher engagement rates.● Dont use shortened URLs or third-party posting to make your posts. By making your own posts, it is 300 percent more likely to get clicked on.● Most shareable words include "best", "most", and those that explain, such as "why" and "how"● Unsubscribe rates go up after three posts per day. The secret is to find that balance between optimizing interaction and managing unsubsccribes, which is going to be different for every business.
  15. 15. Find Interesting Posts on Facebook● Follow other Pages on your personal profile that post content that your fans may be interested in.● When you see an interesting post, use the share button at the bottom of the post to share on your Page.● Follow your competitors Pages on your personal profile - to learn what they are doing successfully with their posts (but dont share these posts - sharing is public).
  16. 16. Find Interesting Posts on the Internet● Search on YouTube or on Google for interesting content.● Look for a share button or Facebook icon to share that content on your own page.● Remember that photos are ranked very highly as posts. If you post someone elses photo or article, make sure you credit the photographer or author. (if your post links directly to the photo or author, this is not necessary)
  17. 17. Other Post TipsTagging:● When writing a post, you can "tag" another Page. This creates an active link to that page and also ensures that your post is posted on that page as well to further expose your Page.● Use the @ symbol to tag.● In order to be able to tag a post with an active link to that page, you must have "liked" that page within your personal profile.Post your updates or specials on other Pages, such as yourChamber or another business partner. To do this, you mustactivate the "use facebook as" feature in the admin panel.
  18. 18. How To Navigate in the New"Timeline"Feature Overview:● Cover Photo● Profile Picture● View and Apps● Pinned Posts● Larger Stories● Star and Hide Stories
  19. 19. Management ToolsAdmin Panel● Manage● Build Audience● Help● Notifications● New Likes● Insights● Messages
  20. 20. Get Started with New Timeline● Upload a new cover photo - dimensions are 851 x 315 pixels.● Upload a new profile picture - use a high quality image up to 180 x 180 pixels. This is the thumbnail image in news feed stories.● Pin a post each week - one that is important and interesting. Posts can stay pinned for up to seven days.● Manage your page through the Admin Panel - view insights, new activity, personal messages.
  21. 21. Promote Your Page1. Put your personalized link (user name) in all of your print marketing materials: a. business cards b. receipts c. email signature d. signs2. Put a "Like Box" (or link) on your website a. Go to Edit Page, Resources, then "use social plugins"3. Invite your Facebook friends, email contacts, and the share feature by using Facebooks "Build Audience" in admin panel.
  22. 22. Promote Your PageUse Facebook Ads● Budget as little as $1.00 per day.● Target by zip code, city, state, or country● Target by keywords, age and interests● Pay per click is more effective that pay per impression.● Use more than one version of your ad to see which one performs best.
  23. 23. Current Facebook Ads PromoGoogle the term “Facebook Small Business Boost” to go to this page to signup: you need to participate:● A Facebook Page for your small business● Your business must be based in the US● Your page will need at least 50 likesHow It Works● Get $50 in free ads if you have at least 50 likes on your Page● Get $100 more in free ads if you add 100 more likes to your Page before April 1, 2012● Win $10,000 more in free ads if you are one of the top 10 pages that gains the most new likes before April 1, 2012
  24. 24. Next WeekNext week we will learn about Twitter and howto link your Facebook posts to Twitter.Please set up a LinkedIn personal profile if youhave not already done so. We will learn how tooptimize and enhance your personal profile aswell as how to set up a company profile.We will also learn how to set up a YouTubechannel.
  25. 25. For a copy of this presentationGo to: presentation will be posted there byFriday, March 8 at the latest.