1. Buildinga
community for
yourbusiness
withFacebook
How small businesses can generate an
active fan base, and PR machine -- in
just a few hours a week -- on the
world's largest social network.
Katherine Raz
Community Manager, Signalhq.com
@katherine_raz
3. CreatingyourFacebookpage
● To start a page visit: https://www.facebook.com/pages/create/
● Takes 5-10 minutes to set up
● Set up a personal Facebook account if you don't have one already --
Facebook "business only" profiles have limitations
■ No feed, inability to "like" other pages as your page, etc.
● All the initial information you enter, including profile photo, is
editable later
● Remember to "like" your page as yourself when you're finished
and/or invite friends to like your page
● Admins can manage the Facebook page - you can create more than
one
4. Your Facebookcoverimage &profilepicture
● Your profile picture and cover image define your brand in Facebook
● Your profile picture appears on all content outside your page -- make
sure it's branded!
● Use images that are descriptive and contain your logo, or an image
that's representative of your brand/business
● Cover photos may not include images with more than 20% text
7. Wheretopublicizeyour
Facebookpage
● On your website
● On your business cards
● In your Etsy shop
● Signage on your brick-and-
mortar shop (include the exact
URL or use a QR code)
● On your company vehicles
● On menus
● On trade show signage
● On packaging and shopping bags
● In mail orders
● In your email newsletter
● In your Twitter bio
8. Strategiesfor gettingyourfirst100likes
● Fan your page yourself, and invite friends to fan it
● "Like" related businesses as your Facebook page (Settings > "Use
Facebook as") to create a content feed for your page
● Like content on other Facebook pages as your Facebook page
● Post shareable content -- content that motivates fans to share or "like"
(this is easier for some businesses than others, but think creatively)
● Remember: photos tend to be shared more than links
● Post your events on Facebook and invite friends & fans
● Use Facebook Insights (found in the Admin panel on your Facebook page)
to determine which "like" sources are working for you
● Post photos of events and ask people to tag themselves in them
15. Handlingcustomer
feedbackonFacebook
● Stay calm, don't post
reactionary comments
● Don't remove customer
comments unless they are
purposely inflammatory
● Address the issue and, as
soon as possible, give the
customer another method to
contact you, like email
● Remember: most customer
interactions on Facebook will
be positive!
17. Facebook check-ins
● Create your business profile as a Local Business or Place (at setup)
● Include your business address in your profile
18. Facebook tabs
● Tabs add functionality to your Facebook page
● Use them to: link other social accounts, link to your shop, provide a
history of your business, embed an email signup form, and run contests
and sweepstakes
● It's easy to create custom tab images
● Use a tab management application like Signalhq.com or Wildfireapp
19. Your businessinformation
● Fully fill out your business profile with useful information (where do I
make a reservation? how do I order? what's the next event date?)
● Add a call to action in the visible "About Us" section
20. Schedulingcontent
● "Batch task" and schedule content in advance
● You can edit or delete scheduled content later if needed
● Third-party apps like Hootsuite and Signalhq can help you organize
Facebook content for later delivery
21. What's thedealwithEdgerank?
● Edgerank is Facebook's news feed algorithm. It determines which
content shows up in whose feed.
● 96% of fans won't revisit your page after initial engagement -- they'll get
their content from you in their newsfeed.
● In order of ranking, content that shows up in the news feed, as weighed
by Edgerank: photos, links, plain-text updates (unless your plain-text
updates get a TON of feedback)
Howdo youdeal?
● Post short, frequent updates -- and images are the best content.
● Ask for engagement to increase likes and shares (but don't be lame), or
post stuff you know will get attention
● Keep track of your engagement stats (at the bottom of each post)
● Post at different times of the day to gauge which time is most effective
24. How do Igetmore fans?And morelikes?
● Post daily, scheduling content in advance if needed
● Post more photos -- experiment with posting links and events as photos
● Post any events to Facebook and invite friends and fans
● Ask people to share content
● Include links to your social accounts elsewhere on the web and on your
marketing materials
Super-smarttacticsthat don'tcostathing
● Post "fill in the blank" posts or "like if you..." images
● Ask people to tag themselves in photos of your business, or tag them
yourself if you don't think they'll mind
● Set aside 15 minutes each day to engage with other brands on Facebook,
"like" content as your page, and continue liking more pages as your page
-- don't forget about associations & organizations!
● Use @Businessname to refer to your business and other businesses
● Write a daily text-only shop update similar to something you'd Tweet
● Create albums of photos for events, new products, etc.
