This document provides an overview of Facebook profiles, pages, and groups and how businesses can utilize them. A Facebook profile is for personal use only, while a page allows businesses to have an official presence and engage with customers. Pages can be viewed publicly and allow for advertising. Groups allow for community discussions and content sharing, and businesses can use them to engage customers. The document recommends that businesses create pages and groups to build relationships with customers, increase organic reach, gain insights, and potentially generate revenue. It also outlines the benefits of using Facebook for business purposes such as marketing, advertising, and customer service.

1. The Foundations of Facebook

3. Profile, Groups & Pages

4. Facebook Profile
• Personal individual
• Businesses not allowed (officially)
• Invite and maintain friends list
• Only friends can view
• No advertising
• Can create one or more pages and groups
Facebook Business Page
• Official presence for business or celebrity
• Administration of page can be shared
• No friends list, instead you get ‘Likes’
• Anybody can view and ‘Like’ a page
• Nobody needs to ask permission to ‘Like’
• View ‘Insights’ (analytics)
• Advertising is allowed
• You can pay to promote posts
Facebook Group
• Discussion forum or community for club, cause or specific purpose
• Business advertising and discussion allowed
• Invite and maintain members
• Members do not have to be friends with your personal profile
• A personal profile can join or post
• (Update) A page is now allowed to join or post in a group
• You create a group that is open, closed or secret

5. How to create a group and why you need one?
• They are a direct line to customers
• You’ll build long-lasting relationships with customers
• You’ll increase your organic reach
• Use it as a learning and engagement tool
• Use it as a feedback forum
• As a place to find insights
• As a place for fans to connect with each other
• As a revenue stream
The key is to make sure the opportunity is as valuable to your fans as it is to you.

6. Why Facebook For Business?

7. Why are people on Facebook?

8. Reasons to be on Facebook
• Your presence on FB serves as a cornerstone of your online identity and is
often as important as your website
• With your FB page visitors can stay connected with your brand, read the latest
news, participate in conversations and share interesting content with their
friends
• There are over 1.9 Billion users and growing, so your customers are on FB
• You can reach a targeted audience
• FB Insights – Analytics tools help you track the performance of your page

9. Reasons to be on Facebook
• You can boost your SEO > FB pages help your business show on Google
search results without any expense – FB pages rank high on Google
• Creating a page is a great way to create Brand Loyalty – it gives your fans a
place to gather, interact with each other as well as you
• You can get your business in front of prospects and customers every single
day
• Another platform to offer customer service

10. Benefits of using Facebook Pages
• Its free - To interact with your current and prospective customers – posting is free
• Cheapest marketing out there
• Targeting tools can help you find and target specific content to your audience
• Easy integration with other tools and platforms (e.g., Google Analytics via Pixel –
Shopify - Eventbrite etc.)

11. Benefits of using Facebook Pages
• Ability to measure interactions and behaviours and preferences of your audience
• It provides with an additional channel where to promote, sell and advertise (also
on Instagram)
• To know the age, gender, interest, and location of your audience
• To understand what kind of content you should write
• To check if you are achieving goals (Insights)

12. Over to you
Step 1:
Head over to Facebook and look at a company page you already follow. If
you don’t have one, look at this great example
https://www.facebook.com/RocketandBird
Ask yourself :
 What are they doing well?
 What would you improve on?
 Is it clear what they do and what kind of company they are?

13. How to Build an Audience on
Facebook

14. Optimise your Facebook Business Page
Complete your bio and additional information
• Use your brand voice
• 255 characters to describe who you are and what you do.
Optimise your profile pic
• Use logo (170 x 170) and cover photo
Make sure your profile is complete
• Name and Username
• Website & link to other social media platform (Instagram)
Take advantage of Instagram business profile features
• Contact information
• Category
• Call to actions buttons - what will be your CTA?

15. Navigation of a FB Page

16. First Impressions
• The appearance of your FB is the first impression a visitor gets.
• Cover photo should be a unique image/video/slideshow that
represents your brand – Could be a photo of a popular product,
your storefront, people that work at your business – clear and
high resolution
• Profile photo – LOGO – clear and high resolution
• Call to action buttons – what do you want your audience to do
on your page (better engagement e.g. Shop now) – right below
the cover - test them and see which one works best.

17. Other things to Consider
• Your page is the voice of your business on Facebook,
and you want to make it as easy as possible for
people to find it one of the ways is to Create a
Facebook Username which is also connected to your
Vanity URL (this way people can type into a web
browser and easily find your page (e.g.,
Facebook.com/CentreforEntre)
• This URL is automatically created by FB but can be customised and edited (Edit
Page Info section) – FB will let you know if it’s taken but it’s worth trying a few
options and see which one works best and claim your name ASAP

18. What other information can you add and customise for your
audiences?
• Page Info: name, username and description, categories, contact info, location, working
hours
• Templates and Tabs: you can customise (home, posts, jobs, events, reviews, videos,
photos, about jobs…) – use the slider to activate or deactivate and drag and drop to
rearrange order. Browse Facebook’s premade templates, including setups for venues,
nonprofits, public figures, restaurants, and service-based businesses.
• Page Roles – assign page roles (eg. Admin, editor)
• Activity Log – track all comments so as not to stay out of touch with who is
commenting where > click in the top right select settings and privacy then activity log
OR via page settings

19. Posting Best Practice
• Be Consistent. Plan what you’re going to post and when. Consider creating a ‘content
calendar’ – Users get a sense of when they are going to hear from you
• Post Timely Content. Piggyback on holidays and events. Great way to getting into the
conversation that is happening in real time and your audiences are interested in.
• Schedule both posts and story content using the Business Suite app. You can create
image, video, or link posts; live streams; or stories. You can also cross-post select
content to multiple Facebook pages or Instagram accounts,

20. Posting Best Practice
• Keep it short and sweet. Make sure that posts have a central theme
and get to the point. People scan posts/pages so short concise and
punchy works best.
• Share exclusive content. Offer deals unique to your Facebook
audience that cannot be found anywhere else. It gives reasons to your
audiences to stay engaged with your page

21. Posting Best Practice
• Include a ‘Call to Action’. Add links to your content and include headlines that
encourage your audience to click.
Be authentic and honour your unique voice. E.g., show a behind the scene and
show your audience what your brand is really about.
Be engaging. Ask for feedback and always respond promptly to questions and
comments.
• Keep your profile up to date. Make sure you are keeping your details up to date to
prevent confusion.

22. Build Your Audience
Invite friends - customise the invite message and explain why they should like the
page or invite in Messenger

23. Build your audience
Share your page and get more people to like it

24. Mentions and tags
• A Facebook Mention is when you write a post or comment and
include a person or page’s name within the text.
• A Facebook Tag is when you write a post and say you
were with someone, or you share an image and let Facebook know
that one of the people in the picture is another Facebook user.
• Whenever you mention or tag someone, not only are you
getting their attention, but also potentially putting that post in front
of their connections and followers ( boost your reach).
https://www.thesocialmediahat.com/blog/the-complete-guide-to-facebook-mentions-and-tags-for-people-and-pages/

25. Keep your audience engaged
Ask your followers to go into Settings - select settings and privacy - then notifications - select pages you follow and
enable push notifications (works for both pages and groups) and you are more likely to get seen
Settings & Privacy > Notifications > Pages to follow > Push

26. Keep your audience engaged – create stories
• Facebook Stories are photos or short video posts that appear
in vertical format and disappear after 24 hours.
• They live at the top of your audience's news feed. Photos
appear for five seconds, and videos can be up to 20 seconds
long.
• Since Stories appear at the top of News Feed, they’re immune
to the Facebook algorithm.
• More than half a billion people view Facebook Stories every
day.
• Stories can offer a powerful way to connect with fans.
• Be sure to use all the lenses and filters to make your content
more attractive
https://later.com/blog/facebook-stories

27. Page recommendations and reviews
Simplified from previous
5 star rating (is being phased out) moving to
‘would you recommend’ Yes or no
Categorised as:
Most helpful or Most recent
Select one or the other via the drop down to read what customers have to say
about your business
Three dots give you the options to:
save the post
Turn on notifications (so you can keep up to date with engagement for that review)
To manage your recommendations or reviews, thank customers and address
negative reviews if you get any.

28. Posting

29. Familiarise yourself with post options
• Location (check-in)
• messages on Messenger
• Covid19 Updates
• Add a feeling or an activity
• Add photos/videos
• Emojis
• ‘Boost’ your post
https://blog.hootsuite.com/how-does-facebook-boost-
posts-work/

30. Pinning your post to top of your page
• It appears before any other content on the page – when
someone arrives to a page this would be the very first post
they see – use it to highlight important content for your own
audience. You can only pin one post at a time – it’s almost like
creating a landing page!

31. Main types of posts you need to get started
• Text
• Photo
• Video
• Fb live
• Link posts
• Stories

33. https://blog.hootsuite.com/facebook-marketing-tips/

34. https://blog.hootsuite.com/facebook-marketing-tips/

35. https://blog.hootsuite.com/facebook-marketing-tips/

36. https://blog.hootsuite.com/facebook-marketing-tips/

37. Facebook Business Suite App
With Facebook Business Suite (Pages Manager), you can access and manage the tools
your business needs to thrive across your Facebook Page and Instagram account,
simplified and in one place. Use this app to:
• Create, schedule, and manage posts and stories to your Facebook Page and Instagram
account
• View all messages, comments, and activity that need your attention, so you can easily
respond to customers
• See what's working with insights about your audience, so you know how your Facebook
Page and Instagram account are doing
• Stay focused on what matters with notifications about important activity
https://www.facebook.com/business/help/205428387437406?id=3349108371785391

38. Points to consider:
Question 1:
What would you post today that would
engage your audience and what added
options would you select?
Question 2:
What post would you PIN for your business
and why?

39. Resources
• Canva - https://www.canva.com/
• Blush - https://blush.design
• Biteable - https://app.biteable.com/
• Shutter stock - https://www.shutterstock.com/
• UnSplash - https://unsplash.com/
• Pixabay - https://pixabay.com/

40. Thank you
Please complete the feedback form for this course using
the QR code or this link.
https://forms.office.com/r/CJh90FcijP