1) The document provides an overview of how businesses can use Facebook effectively, including setting up a Facebook page or group, engaging fans, and driving traffic to their website. 2) It discusses the differences between personal profiles, business pages, and groups on Facebook and how each should be used. Business pages are meant for promoting brands while groups are for communities around common interests. 3) The document demonstrates how to set up a business page and provides tips on attracting fans, engaging with them through regular posting of various content types, and using insights to improve the page over time.

1. Facebook for Professionals
Nancy Beth Guptill & Maureen Kerr
Cool Tools for Social Media

2. Introductions

3. Agenda
● Introductions and how everyone is currently using
Facebook
● Benefits of using Facebook for business
● How Business Professionals use Facebook
● How to set up a Business Page and a Group –
difference between the two
● Communicating with Potential Clients
● Driving Traffic to Your Website

4. How did Facebook begin?

5. If Facebook were a country...
● From: clickymedia.co.uk

6. The Growth
● clickymedia.co.uk

7. Facebook Facts

8. Using Facebook for Business
● Most popular social network with over 500 million users
● A tool for connecting people with those around them
● Provides the opportunity for users to experience the
personality of your brand online
● As a marketer, you can use Facebook to expand your
online footprint and engage with customers directly
●
The largest Mall in the world where your Business Page
is your 'store front' – if people like what they see, they'll
stop in

9. Defining A Facebook Strategy
Hub & Spoke

10. Your social media
strategy should
have the end result
of identifying
“highgrade” pro-
spects that you
know are interested
in your business
and thus have a
better chance of
becoming a cus-
tomer.
Defining A Facebook Strategy

11. Business Goals for Facebook
1) Get found by people who are searching for your
products or services
2) Connect and engage with current and potential
customers
3) Create a community around your business (a tribe
and hungry crowd)
4) Promote other content you create, including
webinars, blog articles, or other resources
5) ULTIMATE: Drive traffic to your website and blog,
sign up for your e-zine

12. Your Business Reasons?
What are your business reasons for being on Facebook?
• Update your followers on latest developments
• Answer questions about your products and services
• Share information about your company
• Create photo albums of products or events
• Broadcast news and views
What else?

13. MORE Facebook Facts
● Facebook rules state a business can not set
itself up with a personal account
● You can only have one personal account,
with a limit of 5000 Friends
● You can segment your friends into lists; you
can have 100 lists, with 1000 friends per list
● A business MUST have a business page or
group page
● You can have unlimited business pages and
groups

14. Using Facebook as a Networking Tool
● Create a Professional Profile
● Create a 'Professional' Friend List
● Use Facebook Groups – join groups of interest,
create your own [Evaluate group based on recent news, wall
postings, member list, discussion boards]
● Post introductions on walls of groups and business
pages with link-backs
● Participate in 'discussions' and 'reviews'
● After meeting someone in person, ask to keep in
touch, find and friend them on Facebook

15. Creating A Professional Profile
● Show your full name, job history and schooling.
● Only add work-related email accounts / IM.
● Only add industry contacts as friends.
● Only join networks related to school and work.
● Only have one professional looking photo or do not
include a photo.
● If “blasts from the past” try to find you this is where they’ll
end up and you can add them as a contact without
revealing lots of personal information to them.
● http://www.socialmediaexaminer.com/facebook-101-
business-guide/

16. DEMONSTRATION
Need a Volunteer – Who Doesn't Have a
Facebook Account?
● Maureen will walk us through setting up a
professional business profile account

17. Creating 'Professional' Friend List
List Segmentation
● Go to 'Home' – click on 'Friends'
● Click 'Edit Friends'
● Click 'Create a List'
● Name your list
● Select contacts

18. Profile vs Pages
Profiles are meant for people
Pages are meant for businesses
Differences between Business Pages and Personal Profiles:
1) Pages allow for multiple administrators to help manage the
account
2) Pages are, by default, public and will rank in Facebook and
public search results
3) Pages are split into different categories (local businesses,
brands, musicians) that help you get listed in more relevant
search results
4) Personal profiles have friends, requiring mutual acceptance,
while anyone can become a fan of your Page

19. Account Types
● Personal Account – restricted to 5000 friends
- Personal Profile vs. Professional Personal Profile
● Business Account Only – unlimited likes, limited usage
● Business Page – unlimited Fans / Likes
● Group – restricted to 5000 members (messaging will be
disabled)

20. Business Page vs Group
GROUPS – organizing around ideas and topics
● Groups are for members to connect, share
and collaborate on a given topic or idea
● Groups are effectively used as a tool to
build awareness around various ideas
● Ability to make them 'exclusive' and 'by
invitation only'

21. Business Page vs Group
Business Page – entities and organizations
can broadcast information
● A tool for companies and public figures to
engage their fans and customers
● Facebook users can interact with
companies and public profiles they wish to
follow
● Build a community

22. Facebook Page vs Group

23. Facebook Page vs Group
The key distinction is a group is for a community of people with common
interest, while a page represents a brand or entity of which there are “fans.”

24. EXAMPLES
● PAGES:
http://www.facebook.com/marketingtwins
http://www.facebook.com/peiflavours?v=wall
● GROUPS:
http://www.facebook.com/group.php?gid=42317699692
http://www.facebook.com/group.php?gid=66127681677&v=wall

25. Setting Up A Business Page
Need a Volunteer – Who Doesn't have a
Business Page?
● Maureen will walk us through setting up a
Business Page

26. Page Functionality
- The Power of Sharing
- Creating Photo Albums
- Using ‘Notes
- Creating Events
- Monitor Your Page (analytics)
- Customizing using FBML (facebook
Markup Language)

27. Attracting Fans
Attracting Fans (Free)
- Suggest to friends
- Use the Power of Sharing
- Add page links everywhere in online and offline
promotions
- Add Facebook social plug-ins on blog and website
- Add FB widgets on Blog and webpage
- Include the Like and Share functionality on your
website and blog
- Include collecting names in offline business processes

28. Attracting Fans
Attract Fans – Paid Options
- Facebook Ads
- Run competitions and sweepstakes (Facebook has
Rules)

29. Communicating with Potential Clients
Best Way to Keep Your Page Active and Fans
Engaged:
● Share quality, relevant and meaningful content
● post frequently (2-3 times per day)
● Develop a content and posting strategy
● Have a mixture – links, photo's, questions, text,
video, audio, events, tags, tags (@)

30. How to Engage & Network
● Ask questions
● Run contests
● Have fans join SMS
● Use the words 'you' 'yours'
● Keep posts short
● Address fans by name
● Respond quickly
● Thank Fans
● Surprise Fans
● Use @ tagging
● Use discussion boards & testimonials

31. Pre-Workshop Questions

32. Features of Facebook Pages aside from
the basics
● Customize using FBML
● Custom Tabs
● Enhanced Walls
● Custom Welcome Messages
● Embedding audio, video, images
● Integrating Blog, Twitter, Email Sign up
Pre-Workshop Questions

33. How to Read Insight
Data and use as
page feedback?
Pre-Workshop Questions

34. Facebook Insights
● User Insights: records total Likes, active users,
demographics, and page views
● Interactions Insights: shows page activity,
such as posts, mentions, likes and comments.
● Post Insights: shows how many impressions
each story on their Page receives and what
percentage of those impressions result in action
(likes, comments, or clicks)
http://www.facebook.com/help/?page=914

35. Pre-Workshop Questions
Characteristics of a Great Page
● Content & Posting Mix
● Experiential – integrate audio, video, contests,
blog, twitter, etc.
● We'll email you a 'How To' guide with lots of great
information and tips

36. Pre-Workshop Questions
The ups and downs of
connecting it to my
twitter

37. Pre-Workshop Questions
Are there certain times
of the day that are
better to post?

38. Pre-Workshop Questions
Is there a way to update
your page via mobile
device with it coming
as a page post instead
of a person post?