The document outlines strategies for utilizing Facebook for business, emphasizing inbound marketing to drive website traffic, engaging with customers, and creating shareable content. It recommends setting up personal and business profiles, sharing multimedia, and employing promotions to enhance visibility. Additionally, it discusses Facebook's Edgerank algorithm and the importance of interactions to increase post reach in users' newsfeeds.

1. “How to use Facebook for
Business?”
"
Birgit Pauli-Haack, July 2012

2. Business Reasons to Be on Facebook
1. Inbound Marketing activity to increase Traffic on your
website
2. Connect with customer and future customers on their
terms (where your target audience hangs out)
3. Create share-able content for your
cheerleaders/strategic partners/members of your
business network on social networks
4. Use FB advertising for target audience
5. Get found in FB searches

3. Demographic
 Total: 457,480 Facebook users in Ft. Myers
Graphic: Birgit Pauli-Haack, Relevanza, Inc.

4. Facebook Profile and Pages
 Profile sychnronous follow back,
 Subscription = public posts for subscribers, no follow
back
 Page = Like, no follow back.
Recommendation:
 Set-up a profile for you personally
 Enable public Subscription
 Set-up Business Brand Page
 = Best of both worlds

5. Top Strategies
 Highlighting basic info about your business,
 Sharing photos and videos,
 Having conversations with customers,
 Providing customer support, and
 Holding contests and giveaways.

6. Notes
 Post w/ call to action “Like this” if agree, comment use
questions.
 Fans see your post in their newsfeeds, among the ones
from their friends & other pages.
 70% of fans never return to a company’s page. They get
all their information from your post that appear in their
feed.
 Increase Exposure by Commenting on other company’s
pages.

7. Sharing Links on Facebook
Test your own website for Rich Snippet compatibility

8. Rich Snippets
Twitter auto-posts to
Facebook, w/ Rich
Snippet
When you comment,
leave a link and it
shows “Rich
Snippet Preview”

9. Stats – Reach Organic vs. Viral

10. A Facebook Post
FL Tweetup:
330 Likes
SeaTweetup
509 Likes

11. A Facebook Post

12. A Facebook Post

13. Original Post

14. Facebook Page

15. A different Site: Facebook Stats

16. Facebook “EdgeRank”
 Facebook's SecretSauce (tm) Relevance Meter
 Algorithm to gauge Relevance of friends & brands posts,
to determine bubbling up in other newsfeeds
 Average EdgeRank is determined by
 Engagement of your content through Like & Comments
 Especially Shared content.
 Build Affinity with your audience, therefore increasing your
Reach onto their news feeds.
 The more people engage, the more of your post they’ll
see.
 Don't for get 90/10/1 rule, though.

17. Promote your Facebook Page
 Put FB like buttons on all other online communication.
 Blog posts
 Other web pages
 Email newsletter
 Add Facebook Widget to website
 Buy Facebook Ads.

18. Traffic to Web site

19. Connet & Meet Online
My Personal Profile Company Profile
 Email w/ ideas and  Blog on Tumblr
questions  Blog on Relevanza
 bph@relevanza.com  www.relevanza.com
 Follow me on Twitter  Follow Us on Twitter
 @bph  @Relevanza
 My Facebook Profile  Facebook.com/Relevanza
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http://socialmediatechnology.tumblr.com
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