Presented to the Northern Anne Arundel Chamber of Commerce Health and Wellness Committee in November 2012

1. Back to Basics:
The What, The Why, and The How
Behind Facebook for Businesses
Presented by Abby Ecker
November 20, 2012

2. • Part 1: The What
• What is Facebook?
• Part 2: The Why
• Current state of social media
• Facebook by the numbers
• Part 3: The How
• Getting Started: Creating a social media strategy
• Getting Started: Setting up a Facebook page
• Getting Started: Building an audience
• Getting Started: Understanding Facebook rules
• Getting Started: Developing a content strategy
• Questions

3. Part 1: The What
• What is Facebook?
• A social networking site founded in 2004 by Mark Zuckerberg
• A way to “connect” with friends, family, businesses, brands, and
organizations
• What does all that Facebook jargon mean?
• Friend: A “friend” is someone that you’ve asked to connect with
who has accepted your request.
• Like: To connect with a brand or business page, you “like” them so
that their news shows up on your feed.
• Timeline: How Facebook displays the statuses, comments, and
photos you post in chronological order
• Profile picture, cover photo, status update: We’ll get to all of
that soon!

4. Part 2: The Why
The Current State of Social Media
Developed by Erik Qualman, author of “Socialnomics”

5. Part 2: The Why
• Facebook by the numbers
• 1,000,000,000: Users as of September 2012
• 526+ million: Daily active users (up from 372 million in 2011)
• 300 million: Photo uploaded to the site each day
• 3.2 billion: Likes and Comments posted daily
• 50% more: More than 50% of consumers say they are more likely
to buy a product after becoming a fan on Facebook, and 56% of
consumers say they are more likely to recommend a brand to a
friend after becoming a fan on Facebook.
Statistics courtesy of Facebook, Jeff Bullas, Constant
Contact, Chadwick Martin Daily

6. Part 3: The How
• Getting Started: Creating a social media strategy
• What IS a social media strategy?
• Part of your larger business plan
• A way to outline and define your purpose on social media
• First, make sure social media is a worthy investment for your
business…

7. Creating a social media strategy
Ask yourself these questions:
• WHY am I on Facebook/social media?
• WHO is my audience?
• WHAT am I trying to communicate?
Develop your social media strategy:
- Goal
- Audience
- Strategy
- Objective

8. Part 3: Setting up your Facebook page

9. Setting up a business page

10. Setting up a business page

11. Fill out prompted information

12. Set up a profile picture

13. Fill in your “About” information

14. Claim your Facebook web address

15. Set up advertising

16. Your business page admin panel

17. How to add admins

18. How to add admins

19. How to use page as your business

20. Set your Facebook Cover Photo
What To Know
• Cover photo dimensions: 851 pixels x 315 pixels
• Photo must be at least 399 pixels wide
• This is your opportunity to showcase your business –
use it wisely!

21. Set your Facebook Profile Picture
What To Know
• Profile picture
dimensions: 160 pixels x
160 pixels
• This is what appears on
someone’s news
feed, so make it clearly
represents who you are!
• Incorporate your logo in
some way.

22. Part 3: Growing your audience
Three ways:
1. Through Facebook
2. Through other online channels
3. Through offline efforts

23. Growing your audience:
Through Facebook
1. Invite email contacts
2. Invite friends from your
PERSONAL page
3. Create an ad

24. Growing your audience:
Through Facebook

25. Growing your audience:
Through other online channels
1. Add link to your Facebook page in your email signatures.
2. Link to your page on your company website, blog, etc.
3. Integrate a “Like” box on your website, blog, etc.

26. Growing your audience:
Through offline efforts
1. Point-of-sale displays
2. Marketing materials (brochures, flyers, handouts, etc.)
3. Any internal communication channels (TV, newsletter)
4. Business cards
Give people an incentive to
connect with you!

27. Getting Started:
Understanding Facebook Rules
1. You CANNOT use a Facebook “function” to run a
contest.
1. Ex. “Share” to win, “Comment” to win, “Like” to win
2. Must use a third-party application
1. Ex. Wildfire, ShortStack, Strutta
3. Cannot announce the winner of your contest on your
page

28. Getting Started:
Developing Good Content
1. Figure out the best time to post.
1. Traffic builds after 9 a.m. and fades after 4 p.m.
2. Develop a “content calendar” for the week.
1. Can do this on an actual shared calendar, in a
Word document, etc.
3. Schedule in advance.
1. Use Facebook or a social media management
system, such as Hootsuite.

29. Getting Started:
Developing Good Content
1. Be human. Have a personality.
2. Two things play well on social media: humor &
charity. (So do gratefulness and playfulness.)
3. Ask questions.
4. Use visuals. Photos get the most
engagement, followed by video.
5. Ask yourself this question before hitting send:
Would I engage with this?

30. Happy Social Networking!
Questions?
Abigail.Ecker@atipt.com