Creating a Facebook Page

CREATING A FACEBOOK PAGE
Which Page type is right for your brand?

You can use an existing Page.
¨ Facebook makes it very easy to set up a Facebook Page, but first, you must have a personal
Profile. You are going to set up a Facebook Page this week. If you do not have a personal
Profile, visit https://www.facebook.com/help/345121355559712 to learn all about setting
up a personal profile. Then visit www.facebook.com to open an account.
¨ If you are already managing a Facebook Page, please email me (ljett@lc.edu) your Facebook
Page address. I will let you know whether or not you need to set up another Page. Please put
“Existing Page” in the subject line and include a link to your Page in your email.
¨ Even if you have an existing Facebook Page you would like to use for this class, please
read all of these lecture notes. As you read, ask yourself, “Did I set up the right type of
Page?” “Howcan I improvemy Page?”
¨ If you need to set up a Facebook Page for this class, please read all of these notes before
creating your Page.

Facebook Terms
¨ To create any type of Page, you must agree to Facebook Pages
Terms. Make sure to read the terms carefully.
¨ By clicking blue Get Started button when creating a Page, you are
agreeing to the Facebook Pages terms. Facebook reservesthe
right to remove any page at its discretion.
¨ Facebook does have some specific rules about things like page
names, how pages can be used, spam and advertising.
¨ You can find Facebook Pages Terms by clicking on the following
link, https://www.facebook.com/page_guidelines.php.

Page Names
¨ When it comes to naming your Facebook Page,
Facebook commands that:
q The page names not consist solely of generic terms such as
pizza or beer.
q All page names must use proper, grammatically correct
capitalization and must not include all capitals, except
acronyms.
q Page names must not include character symbols, such as
excessive punctuation and trademark designations.
q Page names must not include superfluous descriptions or
unnecessary qualifiers.

Six Facebook
Page Types
&
How to
Create Them

1. Local Business or Place
¨ If you have a bricks and mortar
store and want people to physically
visit you, click the “Local Business or
Place” page type.
¨ Once you click the “Local Business or
Place” square, you’ll be able to
choose a category from the
dropdown menu.
¨ Explore all the different options.
¨ If you can’t find something relevant
from the category list choose “Local
Business” instead.
¨ The “Local Business or Place” Page
has fields for you to fill out that are
perfect for brick and mortar
stores, including your open
hours, parking options and the
ability for people to “check in” using
Facebook Places from their cell
phones via a free Facebook App
when they visit you in person.
¨ A count of people who have checked
in will appear on your page next to
your Like (fan) count.

How to create
¨ Facebook does a good job of walking you through the process.
¨ Click the “Local Business or Place” square. Choose your Page category from the
dropdown menu. Choose carefully. If you can’t find a category that works for you,
explore other Page types.
¨ All fields must be completed before youcan create a page. You will need to provide
Facebook a valid phonenumber. Use the business number.
¨ You will be able to change these fields later in case you make a mistake or your address
or contact details change.
¨ Click the blue Get Started button.
¨ No matter what Page type you create, there will be several tabs on the next Page.
Only the About Tab slightly varies from Page type to Page type.

¨ When adding a category, be descriptive
and concise. For example, Antique Store or
Pizza Restaurant.
¨ Use all 155 words when describing your
Page’s topic. This is important for search
engine results.
¨ Don’t worry if you don’t have a website to
link to already. Once you set up your
Twitter and blog accounts, you can link out
to one of them.
¨ Make your unique Facebook web address
as short as possible.
¨ Check yes to indicate your business or
place is real.
¨ Click the blue Save Info button to move on
to the next tab.
Local Businessor Place:
About Tab

2. Company, Organization or
Institution
¨ If your business isn’t the type that needs
to attract foot traffic to your physical
store, or if youhave more than one
location and have a variety of
addresses and open hours (such as a
franchise), then “Company Organization
or Institution” is usually the better Page
type to choose when compared to
“Local Business or Place.”
¨ If you’re a purely eCommerce
business, only sell online and only
through your own website (your products
are not sold on other people’s websites
or stores), then select this category
rather than “Local Business or Place” or
“Brand or Product” Page types.
¨ If your products are sold through
multiple websites, resellers and/or
retailers then the “Brand or Product”
Page type may be a better match.
¨ You can add the ability for people
to check in using Facebook Places to
your page after set-up (whereas the
“Local Business or Place” Page type
includes Facebook Places
automatically for you as part of
setup).

How to create
¨ Once you’ve clicked this square, you’ll be given a list of
business Page categories from which to select. If you can’t find
a specific category to match your business, select one of the
general categories– Company, Organization or Small
Business – depending on which is the best match for how your
customers see you, or how you want them to see you.
¨ Once you’ve found the best match category, enter your
company’s name and click the blue Get Started button.

Company, Organization
or Institution: About Tab
¨ Use all 155 words when
describing your Page’s topic. This
is important for search engine
results.
¨ Don’t worry if you don’t have a
website to link to already. Once
you set up your Twitter and blog
accounts, you can link out to one
of them.
¨ Make your unique Facebook web
address as short as possible.
¨ Click the blue Save Info button to
move onto the next tab.

3. Brand or Product
¨ If your products are sold through more than one
website or stocked by more than one reseller/retailer
(or will be in the future), select the “Brand or Product”
Page type.
¨ This is the right Page type for products with brand
names and is where the likes of Apple, Coca Cola,
Maybelline and Adidas hang out.

How to create
¨ Once you’ve clicked this square, you’ll be given a list of
Page categories from which to select. If you can’t find a
specific category to match your business, select a
general category like Product/Service – depending on
which is the best match for how your customers see
you, or how you want them to see you.
¨ Once you’ve found the best match category, enter your
brand or product’s name and click the blue Get Started
button.

Brand or Product: About Tab
results.
of them.
move on to the next tab.

4. Artist, Band or Public Figure
¨ If your page will be focused on
promoting you or if you’re an
artist or promoting a band, this
is the right page type to select.
¨ You can also set up a Blogger
account by choosing this
category.
¨ Other categories from which you
can choose include Teacher,
Writer, Fictional Character,
Director or Business Person.
¨ If you don’t have a
business, organization,
brand or product to
promote via a Page
during this class, you can
choose one of these
categories and build a
professional Facebook
Page for yourself.

How to create
¨
Once you’ve clicked this square, you’ll be given a list
of professions from which to select. You must be honest
and choose a category that accurately suits you.
¨ Once you’ve found the best match category, enter
your name and click the blue Get Started button.

Artist, Brand or
Public Figure: About Tab
results.
of them.
¨ Make sure to check Yes to
indicate you are indeed real.

5. Entertainment
¨ This category is for you if you’re business is classified
as entertainment, such as a TV show, movie, book, radio
station or magazine.
¨ If your Page is intended to promote your book, the
“Entertainment” Page type is likely to offer the best
match.

How to create
¨
Once you’ve clicked this square, you’ll be given a list
of options from which to select. Choose the best
category that fits the form of entertainment you will
be promoting.
¨ Once you’ve found the best match category, enter
your name and click the blue Get Started button.

¨ Use all 155 words when describing
your Page’s topic. This is important for
search engine results.
websiteto link to already. Once you
set up your Twitter and blog
accounts, you can link out to one of
them.
¨ Make sure to check Yes to indicate
the form of entertainment is indeed
real.
Entertainment:About Tab

6. Cause or Community
¨ The last page type is “Cause or
Community,” but unlike the other types
there is no drop down of categories from
which to select. If you are a true cause or
community that doesn’t fit in any other
category, pick this Page type.
¨ Make sure this Page type is right for you.
¨ If your Page is for a nonprofit or charity
organization, check out the options you
have in “Local Business or Place,”
“Company or Organization or Institution”
and “Brand or Product” before choosing
the “Cause or Community” Page type.
q Categories like: Nonprofit Organization, Cause,
Health, Medical and Pharmaceuticals are all
under “Company, Organization or Institution,”
which might be a better match for you.
q Also look for Community/Government,
Church/Religious Organization, Education,
Health/Medical/ Pharmacy, Hospital/Clinic,
which are all under the “Local Business or
Place” Page type.

¨ Use all 155 words when describing
your Page’s topic. This is important for
search engine results.
websiteto link to already. Once you
set up your Twitter and blog accounts,
you can link out to one of them.
¨ Make sure to check Yes to indicate
the form your cause or community is
indeed real.
¨ Click the blue Save Info tab to move
on to the next tab.
Cause or Community: About Tab

Profile Picture Tab
The Profile Photo tab is the same for every Page type.
¨ Page profile pictures are square and display at160x160
pixels on your Page. The photo youupload must be atleast
180x180 pixels. Facebookrecommends uploading a square
image. Rectangular images will be cropped to fit a square.
Your Page's profile picture will also display nextto your
Page's name around Facebookto represent your Page.
¨ You canbe creative with how your Page's profile picture and
cover photo go together. On your Page, the profile picture is
located 23 pixels from the left side of your cover photo and
210 pixels from the top of your cover photo.
¨ Choose a profile photo that represents your business effectively.
Think of how your profile picture will lookwith your cover photos.
¨ Using your logo here is appropriate, butnot all logos fit in this
square. Don’t be afraid to change up your profile picture every
once in awhile. Make sure the image you use clearly represents
your business, brand or product.

Profile Picture Tab (cont.)
Most companies use their logo as their profile pic because it builds recognition with the user.
¨ If you do not the use the proper Facebookdimensions to format your photo, you could end up
with a skewedor partially shown image. In that case, you will need to use a photo editing
program. The industry standard is Photoshop, but the Social ImageResizer Tool is a free online
resource you can use to crop your photos to the proper size for posting.
¨ After you capture or find the perfect photo, you may need to resize it for posting. The Social
ImageResizer Tool is a great way to do just that. Click on the followinglink to access the tool,
www.internetmarketingninjas.com/seo-tools/favicon-generator-crop-images, andclick the Choose
File button to select a file before clicking the Upload button. The tool uploads your file into the
editor. You can click the Choose a Size menu, whichincludes presets for a Facebookcover photo
and icon (aka profile picture). (The tool also includes Twitter icon and header image presets.) You
then adjust the position and scale of your crop before clicking the Done Editing button.
¨ Click the Downloadbutton on the new screen to downloadyour imageand upload it to your Page.

Add to Favorites Tab
No matter the Page type, add it to your favorites so you can easily access it from your News Feed.

Preferred Page
Audience Tab
You can help Facebook find a specific
audience for your page by narrowing
down demographics like location, age,
gender and interests.
Explore your options, but don’t limit
your audience too much.

Page Name
¨ Make it timeless.Don’t rely heavily on passing fads.
¨ Keep it short. Short nameswith pop certainlystand out.
¨ Be creative.Don’t pick a generic,unoriginal name.
¨ Be descriptive,but keep it short!
Put a lot of thought into your page name. Make it memorable.

The Description Box
¨ Focus on a short description and rememberthat this section
is used for search engine purposes.
¨ Make sure this section is concise and well written. Write
sentencesthat use key words to describe your brand,
business or product.
¨ For example, restaurant owners should include all the types
of foods they serve.
The Description box can only contain 155 characters.

Unique Facebook Web Address
You create a personalized or “vanity” URL when setting up your Facebook Page.
q Best practice is to name your URL after your Page name. For
example,Mashable’s vanity URL is www.facebook.com/mashable.
q Your URL might not be available, and you may need to be
creative. Keep it brief, memorableand consistent with your
brand.
q Make sure your name your Page wisely and don’t violate
trademarks! Once your URL is set, it can only be changed once.

Cover Photo
Your cover photo is your opportunity to communicate your brand or message in one simple image.
¨ Cover photos are 851 pixels wide and 315 pixels tall. If you upload an image that's smaller
than these dimensions, it will be stretched to this larger size. The image you upload must be at
least 399 pixels wide and 150 pixelstall.
To get the fastest load times for your Page, upload an standard RGB JPG file that's 851 pixels
wide, 315 pixels tall and less than 100 kilobytes. For imageswith your logo or text, you may
get a higher quality result by using a PNG file. Use the Social ImageResizer Tool to crop your
cover photo if you do not have access to Photoshop.
¨ Cover photos should be creative. When someone likes your Page, a large part of the cover
photo, along with your profile photo, will show in the News Feed of that person’s friends, inviting
them to like the Page, also. Your cover photo needs to be a compellingvisual representation of
your business, product or brand. Covers can’t be deceptive, misleadingor infringe of anyone
else’s copyright. You may not encourage people to upload your cover to their personal timelines.
¨ Facebook has been known to remove cover photos. So, stick to the rules.

Building Your Audience
You are required to gain at least 30 Page likes.
Invite Friends to like your Page from the
three dots dropdown menu located in the
lower right-hand corner of your Cover
Photo. You can also suggest your page by
uploading email contacts.
You will need 30 likes in order to view
your Page Insights.

Think you made a mistake?
You can change your Page type, category, subcategories,
address and more after you’ve created the Page. (Pleasenote,
you may have to request a name change, and Facebookmay
declineyour request. Choose your Pagename wisely.)
For example,to changeyourCategory:
q Click About below your Page's cover
photo
q Hover over the Category section and
click Edit
q Select a category from the first
dropdown menu, then select a more
specific category from the second
dropdown menu
q Click Save Changes

Sources
Wiechert, Michael. 10 Best Social
Media Sites For Marketing Your
Business. 2013. eBook.
"Facebook For Business." N.p. Web.
26 Oct 2013.
<www.facebook.com/business>.
Macarthy, Andrew. 500 Social Media
Marketing Tips. 2nd. 2013. eBook.
www.facebook.com
Louise Jett

Creating a Facebook Page

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