This document outlines 21 steps for running an effective Facebook page, including defining goals and strategy, assigning roles, optimizing for search engines, creating a content calendar, using engaging photos and tabs, responding to fans, highlighting content, sharing diverse posts briefly, and using insights and advertising. The key steps are to define goals and strategy, create optimized visual content, engage with fans, and use analytics to improve performance.

2. 21 Steps to running an effective
Facebook Page

3. 21 Define your strategy
o What is your tone?
o What are your goals?
o What are your targets?
o Do you sync Facebook with your offline (traditional)
marketing activities?

4. 20 Assign Roles
If you manage your Page along with a team, you
probably need to consider assigning roles.

5. 19 Pick a name
o Make sure that you pick a name that is consistent
with what your customers know you by, so that
they’ll find you when running a search.
o Keep it short (max characters 25).

6. 18 Pick a url
o If you want to easily promote your Facebook Page,
you need a vanity URL that is easy to share online
and offline.
o To set your own URL, go to Admin Panel > Edit Page
> Update Info.

7. 17 Update your About section
o The About section is one of the few areas that
Facebook allows you to hyperlink, and you can use
this to your advantage.
o Describe your company briefly before providing a
link to your Page, so that you can drive traffic.

8. 16 Schedule Posts
o Scheduling posts works perfect with Facebook
Insights. However, the ideal times to post are
probably not those that you are available.
o Simply click the clock icon when creating your post to
pick the ideal date and time for it to be published.

9. 15 Optimize for Search Engines
o To be successful with a website, you need to
optimize it for search engines. Your Facebook Page
can affect this, since it is indexed by Google.
o You need to load the description with keywords, just
as you do with your website.

10. 14 Create a Content Calendar
o Make a list of your assets and planned content. Then
start mapping out themes per day of the week, who
will be posting, what they’ll be posting about and at
what time.
o You don’t need to stay strictly to the schedule, but
having kind of a plan helps.

11. 13 Tell your story with a cover photo
o A picture tells a thousand words. Your 851×315
cover photo will tell prospective fans whether you’re
worth Liking or not.
o Avoid too much copy and be creative.

12. 12 Use an engaging Profile Photo
o Your profile photo is what your fans will see every
day (or whenever you post). Make sure that you
make the most out of it.
o If it is just your logo, then try updating it upon
seasonality or other special events.

13. 11 Create tabs that drive goals
o Your tabs (the 4 featured boxes plus the 8 hidden
below them) are your opportunity to drive your
business goals.
o Create tabs to tell more about your brand, your
services and your products.

14. 10 Optimize Image Dimensions
o If you don’t know the ideal dimensions of photos per
case, Facebook will automatically resize your image.
o Facebook likes to be mysterious about these things,
so a lot of those formats are not 100% clarified. It is
important you getting advise from an expert.

15. 9 Promote Your Page (for free)
o Invite friends and associates who have an interest in
your brand (via newsletters, emails, Fb chat etc).
o Sync your branded page with other social media.
o Create signage at your store with a call to action.
o Add a Facebook Like box to your website.
o Monitor results.

16. 8 Respond to Fans
o When you share an update and you’re doing it right,
your fans will Like or even comment.
o When they comment continue the conversation and
respond to their thoughts.
o Define your response rate (in terms of minutes,
hours, days etc).

17. 7 Allow fans to message you
A lot of fans don’t always want to communicate publicly.
And in most cases, these people will most likely turn to
be a long-term customer.

18. 6 Update your Featured Likes
o If you want to provide a resource by highlighting.
other helpful brands in your Page space, you can do
this.
o Within the Likes box under your Cover Photo, five of
your Page’s Likes will be (randomly) featured.

19. 5 Highlight and Pin to the top
o Once you create a post only 16% of your fans will see
it and then it is quickly buried on your Timeline.
o A good solution to this, is “pinning” content to the
top of your Page (you can do this for up to seven
days).

20. 4 Share diverse content
o Share a little bit of everything and keep it interesting.
o Share videos, photos and (tag) content of others.
o Use the Questions application for quick questions and
feedback.

21. 3 Be Brief
A recent survey from Buddy Media said that the most
successful Facebook posts use fewer than 80
characters.

22. 2 Use your Insights
Facebook’s analytics can help you get a better idea of
what types of content your fans respond to.

23. 1 Advertise
o Run Facebook ads to increase awareness & Likes.
o Promote your contests and special offers.
o Bring in new fans by focusing on people with specific
interests related to your.

24. Takeaway Tip From Stix Digital
o Image is everything (profile photo, cover photo, Tab
icons, Link thumbnails, milestones etc).
o Be strategic about your tabs and about your special
offers.
o Listen to your audience.
o Pay attention to your analytics.
o Target your fans and non-fans as well.