The document outlines Facebook fundamentals for businesses, emphasizing the importance of building an audience and engaging with customers. It covers essential steps for setting up a Facebook page, creating visually appealing content, and utilizing best practices for higher engagement. The guide also introduces advanced opportunities like custom applications and insights to monitor audience interactions.

1. FACEBOOK
FUNDAMENTALS FOR
BUSINESS
CARI SULTANIK
DIRECTOR, INTERACTIVE ACCOUNT MANAGEMENT
FULCRUMTECH, LLC
HTTP://WWW.FULCRUMTECH.NET
COPYRIGHT © 2012 FULCRUMTECH, LLC. ALL RIGHTS RESERVED.

2. WHAT WE’LL COVER TODAY
§ Part 1: Just a little of the “why”
§ Part 2: Getting started
§ Part 3: Building your audience
§ Part 4: Best practices
§ Part 5: When you’re ready for more—
advanced opportunities

3. PART 1
WHY
FACEBOOK?

4. FOR STARTERS…

5. BUT SERIOUSLY…
§ The numbers
§ Over 900M active users
§ 425MM access via mobile
§ 57% female / 43% male
§ Average time per visit of about 20 minutes
§ People are well trained to actively share on Facebook
§ 82% of users who click on a news feed post shared by a friend who
interacted with a Facebook application continue to participate on
their own
§ People expect to be able to find businesses and interact
§ When fans get a response to their posts on a brand page, 80%
complete a purchase
§ 28% purchase when brands proactively reach out
Sources: Mari Smith and Wildfire

6. PART 2
GETTING STARTED

7. BEFORE YOU START
§ First things first: Do you have a website?
§ Don’t rest the entire digital presence of your business on real
estate you don’t own
§ Have a goal in mind
§ Fans are nice, but what do you ultimately want them to do?
§ Think about who you are and what makes you different
§ Don’t be afraid to have a personality
§ People do business with people, not websites or Facebook pages
§ Be sure you’re ready
§ Commit to spending at least a few minutes a day on your
Facebook page
§ Assumption: You already have a personal Facebook account
(if not, set that up first)

8. BUILD YOUR PAGE
§ Go to a page you are not an admin for and click “Create a
Page” button

9. CHOOSE YOUR BUSINESS TYPE

10. CHOOSE CATEGORY
Additional
information required
for a local business or
place (other types
do not require this)

11. CHOOSE CATEGORY
Additional
information required
for a local business or
place (other types
do not require this)

12. CHOOSE A PROFILE PICTURE
§ Don’t skimp on this step
§ Your profile photo will
show every time you post
(along with your page
name)
§ 180x180 pixels
§ Good representation of
your brand
§ Ideas:
§ Storefront
§ Logo
§ Headshot of you (if you
are a consultant, for
example)

13. PROFILE PICTURE EXAMPLES

14. ABOUT
§ Be descriptive and creative
§ Include a link to your website and other social properties

15. CHOOSE YOUR FACEBOOK WEB ADDRESS
Choose carefully
§ Difficult (not impossible) to change
§ Make it easy to remember and type
§ Closely related to page name

16. FACEBOOK MINI-TRAINING
1. Like your page
2. Invite your friends
3. Invite your email contacts
4. Share something

17. YOUR FOUNDATION IS NOW BUILT

18. YOUR FOUNDATION IS NOW BUILT

19. ADD A COVER PHOTO

20. COVER PHOTO: FIRST, THE SPECS AND RULES
The rules:
§ 851x315 pixels
§ Price or purchase information,
such as "40% off" or "Download it
at our website"
§ Contact information, such as
web address, email, mailing
address, or other information
intended for your Page's About
section
§ References to user interface
elements, such as Like or Share,
or any other Facebook site
features
§ Calls to action, such as "Get it
now" or "Tell your friends"

21. COVER PHOTO: SOME GREAT EXAMPLES

22. COVER PHOTO: SOME GREAT EXAMPLES

23. COVER PHOTO: SOME GREAT EXAMPLES

24. COVER PHOTO ADVICE
§ Follow the rules, but be creative.
§ When you upload a new cover image, it is noted in your
timeline and in your fans’ newsfeeds.
§ You can include promotional copy, links, and calls to action
in the descriptions for the photo.
§ Change it as frequently as you can—it’s a great way to drive
engagement if you’re being creative.
§ If you use Photoshop, you can find various templates for
cover photo and profile image design.
§ I like this one: http://www.hongkiat.com/blog/creative-
facebook-timeline-covers/#fb_timeline_template

25. COVER PHOTO ADVICE

26. COVER PHOTO COMPLETE

27. NEW COVER IMAGES SHOW UP ON YOUR TIMELINE

28. FINISHING DETAILS
§ Add hours, if relevant
§ Check your About
page and add detail
(edit button shows up
when you hover over
About or Basic info)
§ Add start date
§ Start type (born,
founded, opened,
etc.)
§ Add description
(helps you with
search)
§ Add contact info
(e.g., email address)
§ Tons more detail
options—take
advantage of them!

29. PART 3
BUILDING YOUR
AUDIENCE

30. START WITH FRIENDS

31. START WITH FRIENDS
Facebook makes it
easy to decide which
friends to invite.
§ Recent interactions
§ All friends
§ Location-based
§ Groups
§ Lists
Don’t be shy!

32. SHARE YOUR PAGE ON YOUR TIMELINE

33. INVITE EMAIL CONTACTS

34. INVITE EMAIL CONTACTS

35. OTHER FACEBOOK OPPORTUNITIES
§ Use Facebook as page to
comment on other pages
§ Be sure to switch back to your
own account when you’re
finished

36. OTHER FACEBOOK OPPORTUNITIES
§ Integrate Facebook Like box on
your site
§ Visitors can see which friends
already like your page
§ If you choose, they can also see
recent posts
§ Facebook will generate code for
you
§ http://developers.facebook.com/
docs/reference/plugins/like/

37. KICKIN’ IT OLD SCHOOL
§ Point-of-sale display
§ Package inserts
§ Direct mail
§ Word of mouth
§ Business cards
§ Use your imagination!

38. FACEBOOK ADS
§ Wait until you have established a fan base and content
before advertising
§ Facebook will guide you
§ Many webinars and articles

39. PART 4
BEST PRACTICES

40. CONTENT, CONTENT, AND MORE CONTENT
§ Plan ahead for content to post on your Facebook
page
§ Test different days of the week and times of day
§ Test frequency
§ Be personal and human
§ Share personal interests
§ Include success stories
§ Think about what would make you Like or Comment

41. ENGAGEMENT TIPS
§ Use lots of photographs
§ They take up more room on people’s timelines.
§ Photographs get more engagement than any other type of post
(including video).
§ You can use original photography or buy stock photography.
§ Post articles your fans will care about (with links)
§ Add a comment about why you’re posting it (“Great article,”
“How do you feel about this?”)
§ Don’t be afraid to go off-topic (e.g., random question of the
day, fill-in-the-blanks, polls)
§ People want to talk to people
§ Build relationships
§ Show personality

42. MORE ENGAGEMENT TIPS
§ A post that specifically asks fans to Like or
Comment will get more engagement than one
that doesn’t.
§ A study by Buddy Media showed that posts with 80
or fewer characters get 27% higher engagement.
§ Respond to people who engage with you!

43. MILESTONES
§ Milestones help tell the story of
your business
§ Prominent in timeline
§ Lend credibility

44. HIGHLIGHTING POSTS
Highlight a post
§ Stretches across timeline
instead of showing in one
column
§ Draws attention to important
updates

45. PINNING POSTS
Pin to top
§ Stays at top of timeline for 7
days or until a new post is
pinned
§ Can pin a call to action for
your site or applications (more
on this later)
§ Try pinning strong images that
draw attention to what you
most want fans to know about
you (404x404 pixels)

46. PART 5
ADVANCED
OPPORTUNITIES

47. CUSTOM APPLICATIONS
§ Formerly known as “tabs”
§ Can create up to 12
§ Photos always in first spot
§ Put most important apps in
next three spots
§ Design custom app
thumbnails (111 x 74 pixels)

48. EXAMPLES OF CUSTOM APPLICATIONS

49. WHAT CAN YOU DO WITH APPS?
§ Email sign-up
§ Fan-only promotions (must
Like page to see content)
§ YouTube channel integration
§ Twitter integration
§ RSS widget (feed from your
blog)
§ Photo shows
§ Contests
§ Sweepstakes
§ Fundraising
§ Map and location
§ Coupons

50. FREE AND LOW-COST APP TOOLS

51. ADMIN PANEL OPTIONS

52. NOTIFICATIONS
§ New comments and likes will appear here
§ Check frequently and interact with your fans

53. MESSAGES
§ Messages are turned on by default
§ Be sure you can check and answer
daily (if not, turn them off)
§ New messages will appear here

54. INSIGHTS
§ Not available until you have
30 fans
§ Snapshot will show you
activity at a high level
§ Click “See All” for detailed
insights
§ Determine how engaging
your posts are so you can
focus on best content for
your audience

55. INSIGHTS

56. INSIGHTS

57. INSIGHTS

58. CONTACT INFO
Cari Sultanik, Director, Interactive Account Management
Email: csultanik@fulcrumtech.net
Phone: 215-348-9887
Twitter: @CariSultanik
Facebook: Facebook.com/FulcrumTech
LinkedIn: FulcrumTech | Cari Sultanik
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