EdNET 2010 Roundtable:
A Facebook How-To Guide for Businesses
Just behind Google, Facebook is the most trafficked website in the world, according to Alexa.com.
With such powerful appeal, it’s important to consider Facebook in overall marketing plans.
Facebook is a free social networking site that can serve as viable channel for reaching current and
potential customers, in addition to building your brand online. It is a great way to facilitate virtual
interaction between your company and the public. Your Facebook wall is more than just a free
space for you to distribute information. To help you become comfortable and familiar with
Facebook, here are some tips on how to get started and what to share.
What is social networking?
Social networking is a means for connecting, interacting and sharing information with friends,
colleagues, customers, etc. Users create a profile and include relevant information that they want to
share. The most popular service is Facebook, which has more than 500 million users.
How do I get started using Facebook?
1. Go to http://www.facebook.com and fill out the form on the homepage to get started.
2. From there, if you are creating a page for your business, go to “Account” and click on “Help
Center.” There you will find “Pages for Businesses” under “Facebook Applications and
3. Create a username that is authentic and easy to remember. Choose either your company’s
name or a brand name. Avoid names that are “cute” or too clever, which may steer people
away. We recommend keeping your name short. This makes it easiest to remember.
4. Once your account is created, fill in information about your company under “Info” to move
your profile forward.
a. Include your company’s URL, which provides validation to your account.
b. Provide a bio of your company, office hours and contact information.
c. Upload a profile image, either a company or product logo. This is important, as other
Facebook users will identify your account primarily by its picture. Also it ads a more
personalized touch to your profile and helps legitimize it.
5. To gain “Likes” promote your page through company email signatures, on the company
Website, through other social media channels such as a blog, and through Facebook
Advertisements (see “Promote with an Ad” underneath your profile picture). You can also
suggest your page to friends, which will send out requests to them to like your page. This in
turn shows up on the walls of their friends as a way to spread the word.
What are the terms I should know?
• Wall: Your wall is the page that displays all of your information such as things you have
posted, links you have shared, what others have written on your wall. You can choose who
sees what you post/what gets posted on your wall through your profile settings. You also
have the ability to remove things either you post or that get posted on your wall.
• Tabs: These are above the box on your wall. You can find your wall tab, info tab, photos tab
and any other tabs you want to add here. They take you to different information contained
within your profile. It’s a good place to tie in other social networking sites you might have.
• Message: A message can be sent to anyone, but usually one or a few people. It cannot be
viewed by anyone other than the person you send it to.
• Post/Posting: This term refers to the text or update you communicate to others. Whether it
is a link or comment you share on your wall or someone else’s. They are also referred to as
Tips For Building Your Brand Through Facebook
• Create a strategy for your brand. By creating a strategy before building your page, you’ll be
able to focus your efforts on the message you want to share, and how you’ll engage fans.
• Set goals for your company or brand. How many followers would you like to have after a
month, new sales leads, etc.?
• Create a custom tab to highlight products or services. Give your fans the most important
details by creating a custom tab with specific information about a new product/service.
Consider using this tab as your landing page for PR and marketing communications.
• Don’t just create a page, make it an experience. Fans won’t stay for long if you don’t
provide interesting, engaging content. Make it easy for them to get involved.
• Make it fun to keep fans coming back. Ask them to share success stories, or invite them to
share photos using your product/service. Use those submissions to spotlight a new fan each
week, or create a fun contest to generate buzz.
• Add value. Don’t fill your page with updates solely about your product/service. Add tips on
how to use it, or information on industry trends and updates. Ask fun, interesting questions
to get fans talking.
• Use video to make it interactive. A well-designed page with embedded video is extremely
inviting to fans.
• Take risks. Don’t spend all your time talking about your product/service - get a little
personal. Ask questions that will spark chatter from and among your fans.
• Spread passion about your brand or industry. Use your Facebook page as a platform to ignite
excitement by sharing examples of great things being done in your industry, or interesting
ways your product/service is being used.
• Interact with people who are in the education industry (educators, associations, vendors,
media, etc.). They are more likely to follow you in return.
• Never pick a fight with anyone on Facebook. Stay positive, friendly and informative.
• Publish great content. Above all, valuable content is key to build a loyal following. Continue
to grow your community by sharing information that keeps fans coming back for more.
• Monitor and analyize results through the “Insights” on your company Facebook account.
Track weekly page visits, and number of fans over time and fan interactions, including
“likes” and comments.
Online Resources About Facebook
Visit this Diigo page for a series of tutorials and other great articles all about Facebook:
Presented by: Charlene Blohm and Kristen Plemon
C. Blohm & Associates, Inc. http://www.cblohm.com
EdNET 2010, Boston