This document provides an overview of using Facebook Business Pages to market a business. It notes key Facebook statistics like having over 800 million active users. It then discusses the three main steps to using a Business Page: building an audience, engaging with followers, and amplifying content. The document outlines features of Pages and how they differ from profiles. It provides tips for setting up a Page, including using a compelling cover photo and posting engaging content regularly. The goal is to be seen as an expert, build trust, and increase referrals through an active Facebook presence.

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Facebook Business Pages
by Katherine Hanson
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The only thing worse than being talked about is not being talked about
(Oscar Wilde)

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is the nation’s Social Media Sweetheart!
UK’s most popular social network - 49% of us have a Facebook account
500 million hours will be spent on the site every month during 2012
Over 50% market share of all visits to Social Networking sites
29% of Facebook users are aged 35 to 44 – not under 18!
56% of consumers will recommend a brand after becoming a fan
3.5 billion+ pieces of content are shared every week
800 million+ active users with 200 million+ new users in 2011 alone
Over 300,000 businesses have a Facebook presence - 1/3 are small businesses
Facebook Business Pages are becoming ‘second homepages’ for many businesses
(Sources: Mashable, Hubspot & Social Media Examiner)

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There are really only THREE STEPS:
BUILD Find people interested in your products or service
ENGAGE Capture information with an ethical bribe for name & email address
Stay in touch and create a valuable exchange
AMPLIFY Post content not adverts, e.g. articles, blogs, comments, etc.

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Why a Facebook Business Page?
Long-term marketing asset - more Likes & Comments mean more newsfeeds appearances
Ask questions and obtain instant feedback from customers, peers & prospects
Be seen as a ‘trusted adviser’ and an authority in your industry (thought leadership)
Build loyalty and strengthen relationships
Create a permanent audit trail of activity - crucial for testimonials & referrals
Capture new leads & increase your following - 85% of fans are not local to their businesses
Generate awareness, leverage recommendations and word of mouth
Reach markets you may not otherwise have access to
The more active your business appears to be the more you will be seen as open & honest
(Source: Facebook 2012 - Facebook: Building Essential Connections)

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Differences between a Page and a Profile?
Pages offer more robust features for businesses & brands
Pages have Likes not friends
Likes only count from an individual NOT a Page
You may only create Pages for organisations of which you are an authorised representative
Fans cannot see your Profile (unless you make yourself a Featured Administrator)
Pages are not separate Facebook accounts, merely different entities on the site
You can add Administrators to help you manage your Page (with a separate log-in)

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Take advantage of tools & features that Profiles don’t offer
Treat your Page as a stand-alone website and build on it via participation
Set up a welcome section so people know what they can expect from following you
Enable followers to sign-up to your Newsletter/contact list
Create Facebook events - invitations will not be restricted to just your existing contacts
Utilise Facebook’s free widgets and Apps (e.g. Like/Share buttons)
Facebook Adverts – you can set an infinitesimal daily budget for this
Express your identity with features like Cover Photo and Page timeline
Reach & Engage your audience on the web and on mobile
Respond to people in a more personal way

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What should you Post to Facebook?
Like all Social Media, Facebook interaction is ultimately about solving readers problems
Posting wins when it’s full of passion and helpful information
Make personal stories into lessons - People do business with People
Resources your customers find helpful, such as reviews and links
Tutorials or ‘How To’ articles
Calls to Action/Ethical Bribes, e.g. Download free e-book or attend a webinar
Frequently asked questions
Reviews of industry trends
Products/Service price comparisons

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Types of Facebook Pages

10. Promote your Page & encourage Likes in as many ways asSoci@lite
possible:
e.g. Email Signature, Business Cards, Newsletter, Social Media Channels, before viewing your Site:

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Cover photo – use one that captures the essence of your brand & showcases your product
or service – use a logo that people associate with your business
Use a consistent profile picture that scales well from 180x180 to
32x32 pixels. Your profile picture follows your business on Facebook
as a thumbnail image in newsfeed stories, ads & sponsored stories
Your photos, events, and custom apps
are now easier for people to find
Always include your website url
at the start Followers can sign up for your Newsletter
direct from Facebook

12. Make your Page posts visually engaging. While a diverse set of
post types is important, posts including a photo album or picture Soci@lite
can generate 2x more engagement than other post types.
People can see how their friends are engaging with
your Page
Post regularly on your Page
to reach your audience &
drive engagement
Anchor the most important
story to the top of your
Page for up to 7 days
Highlight important stories and hide stories that aren’t as engaging
or relevant

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Include a Call to Action here
List up to 4 websites here
Feature Page Owners here so fans know
Always include your website url at the start who the person behind the business is

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Value of Exchange
The relationship between your brand, employees & consumers which is more than just
a single transaction or subscription
9. You will be seen as an expert
8. Offer your products & services
7. Builds trust
6. Increases familiarity
5. Creates visibility
4. You can demand higher prices
3. Builds new relationships
2. Increases referrals
1. Makes you credible

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Social Media success!
9. You will be seen as an expert
8. Offer your products & services
7. Builds trust
6. Increases familiarity
5. Creates visibility
4. You can demand higher prices
3. Builds new relationships
2. Increases referrals
1. Makes you credible

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Summary
Facebook is online word of mouth (like all Social Media)
Content is King - the more you post the more you will be found
Facebook provides free PR & instant feedback
People trust online recommendations over advertising (Amazon)
Spreads messages to those who want to hear what you have to say
Value Of Exchange rather than Return On Investment
Engage and share with customers and peers
Grow your Likes via Facebook Ads & Social Networking
The more active you are on Facebook the more likely it is users are seeing
your brand & content
Doing business with people that know, like & trust you will make money -
Social Media is merely the platform!

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Thank You
To discuss Social Media in more detail or for or a copy of this presentation
please email katherine@social-ite.info or contact me below
www.facebook.com/socialiteconsultancy www.linkedin.com/company/social-ite
www.twitter.com/so_cialite www.yoursocialmediator.wordpress.com