Designed to help companies understand the nuts and bolts of using Facebook for business marketing purposes.

1. Vibrant Internet Marketing Presents:
How To Use
Facebook
for Business
March 15, 2012

2. Facebook for Business
A smart marketing tool

3. How are Businesses
Using Facebook?
1. Go to
www.Facebook.com/search
2. Select the Pages option to filter
your results by Pages.
3. Enter direct competitors or
keywords in your industry to
find pages that may be in your
niche.
4. Realize that the Facebook
Search bar is not very robust
and sometimes does not find
the Facebook page you are
looking for - even when you
enter the exact name of the
page!

4. • Link from competitor’s
websites, or
www.FBInstant.net
• How often is the page posting?
What times are they posting?
• What are they posting? What is
getting the most interaction –
pictures, links, videos,
questions? What is working for
them?
• How many people post directly
on the page? How many
respond to a post? Take note
of the People “are talking
about this” number that these
metrics over a 7-day period:

5. – Liking the Page
– Posting on their Wall
– Liking, commenting or sharing one of
their Page posts (or other content on
your page – such as photos, videos,
albums)
– Answering a Question they Posted
– RSVP-ing to an Event created by their
page
– Tagging their page either in their status
or a photo
– Checking into their place
– Liking or sharing a check-in deal
• Does the page have a Welcome Tab or
any other custom tabs? How does the
Welcome tab showcase the business?
What other tabs do they have?
• Also note what isn’t working for the
pages and what you can do better.

6. Facebook Best Practices
• Post every day
• Focus on engagement
• Have a call to action
• Don’t oversell or
undersell
• Make it fun!
• Find out what works
for your audience

7. The Facebook Business Page
Learn to speak “Facebook-ese”
• Admin Panel Did you know…
• Application, or “App” for short
• Badge 56% of consumers are likely
• Cover to recommend a brand to
• EdgeRank a friend after “Liking” it?
• Fan
• Friend
• Friend List
• Group
• Highlights
• Insights
• Landing Page

8. • Four meanings for “Like”
1. “Liking” a page to Beyond “Liking” – Get
become a fan Ready for Many Verbs
2. Express agreement with
someone else
3. “Like” button installed on •“Like” is one of many
website verbs available
4. “Liking” a story which posts
to News Feed – does not •Applications can now
make someone a Fan take “actions” on
• Messages behalf of the user
• Milestone •Nike -“Ran”
•Trek -“Biked”
• Network •Lufthansa -“Visited”
• News Feed
• Notifications
• Open Graph

9. • Open Graph
• Questions (Polls)
• Page • Did you know…
• Page Tips
• Pin to Top …51% of consumers are
• Profile more likely to buy a
product after “Liking” the
• Social Plugin product on Facebook?
• Subscribe
• Tabs
• Tag (Tagging)
• Ticker
• Timeline
• Wall

10. Profile Management
• Delete Spam
• Block Applications that
Autopost
• Remove Irrelevant Tags
• Hidden posts
• Reply to Customer Service /
Negative Comments
• Approve / Ignore Requests
• Manage Inbox
• Check Wall
• Post/Repost Client Content
• Manage Cover, Tabs and
Applications

11. Content Distribution
• Status Updates (Tips, How-to’s,
Interesting Tidbits)
• Relevant Content from Web (articles,
blog posts, etc.)
• Quotes
• Videos
• Photos
• Discussions / Comments
• Notes
• Music player (favorite songs while
you work?)
• Web Links
• Google Alerts
(yourcompany@gmail.com)
• Send an Update / Updates
• News Feed / Interest Lists
• Content Strategy

12. Customer Service
• When – and when not –
to respond to customer
comments
• Keep wall “clean” if
possible – use
“Messages” to conduct
business unless it will
benefit everyone
• Decide who will
respond to what types
of questions or
comments

13. Audience Building
• Tags
• Sharing Your Page
• Promoting Your Page
– Cross-Promotion
– Offline
• Making Your Page
Easier to Find (SEO)
• Join a Facebook Group
• Create a Facebook
Group

14. Facebook Ads
• Planning the campaign
• Designing the ads
• Creating the ad
• Defining your
demographics
• Pricing the campaign
• Managing your ads
• Purchasing ads through
a Facebook Sales Rep

15. Reputation Monitoring
• Monitor
– Monitor discussions
– Search for discussions
– Review fan postings
• Respond
– This part is also called “damage control”.
Once you are notified about a negative
comment, it is very important to
determine the best response to minimize
the effect of the negative comment. Your
response can also determine to turn the
person that posted the comment into an
advocate.
• Repair
– Once the damage is done there is a
process you can follow to start repairing
your reputation. Since you can’t delete
what was said about you online, you have
to research and create a campaign around
the negative comment to push the
comment further down the search results.
This campaign will usually target a specific
keyword and keyphrase such as your
name.

16. Engagement
• Embrace Openness Quote:
• Understand Your Audience “A lot of brands want to be social, but they don't want to
listen, because much of what they're hearing is quite
– Who are they? simply not to their liking, and, just as in
relationships in the offline world, engaging with
– What are they looking for? your customers or your readers in a transparent and
authentic way is not all sweetness and light. So
– What motivates them? simply issuing a statement saying you're committed
to listening isn't the same thing as listening.”
• Listening (Huffington Post, 3/8/2012)
– "What it means to be social is
if you want to talk to me, you
have to listen to me as well." Weekly “Talking About This” Graph
(Sheryl Sandberg, Facebook)
• Understand EdgeRank and the Art
of Engagement
– Weight
– Affinity
– Time Decay
• Do’s and Don’ts - Handout

17. How does engagement help you
achieve your marketing goals?
• Branding and
Awareness
• Interest
• Desire
• Purchase
• Follow-Up

18. Content Mapping
• Content Mapping =
Content Calendar
• What is a content
map and why is it
important?
• Handout: Sample
Content Map

19. Automation
• How to use automation to save
you time
• Programs to consider
– Hootsuite.com
Monitor and auto post to multiple networks.
Good for teams. Schedule messages, use with
mobile phones, customize analytics. First
month free, $5.99 per month.
– SocialOomph.com
Robust program especially designed to interface
with Twitter (for future reference. ) FREE
version or Advanced $12.97 bi-monthly.
– Posterous.com
Excellent blog and auto post using email, mobile
phone or web editor. Good for posting to
Facebook. FREE!

20. Promotions
Promotions , i.e. Did you know…
– Discounts …61% of consumers interact with
– Giveaways Facebook businesses with the
– Sweepstakes primary purpose of taking
– Coupons advantage of promotions?
– Special Deals
– Contests, etc.
are very popular and are a good way to build
your audience.
• Follow the rules! Facebook is serious
about them! NO SPAM allowed!
www.facebook.com/promotions_guidelines.php
• Be consistent!
• Use third-party promotion apps –well
worth the investment.
• Popular choices:
– http://wildfireapp.com
– http://fanappz.com
– http://virture.com/apps
– http://www.involver.com

21. Events
• Economical way to build your audience
• Events allow you to stay in touch with
participants, posting photos, videos,
updates, etc. for a long time.
• Types of events:
– Launch a product or service
– Host a panel webinar
– Throw an online Facebook party
– Host a Live Chat on your Wall with an
expert in your field
• Steps:
– Create an event using Facebook Events
– Easy to update or edit your event
– Live Stream your event (add real-time chat
stream to accompany live content you’re
offering during the event.)
http://developers.facebook.com/plugins and click
Live Stream link.
– Video plug-in: http://facebook.com/ustream or
http://www.lingto.com
Check plug-ins with URL Linter
http://developers.facebook.com/tools/lint
– Follow-up is essential!

22. Facebook Places
• Useful for local
businesses
• Interfaces with
foursquare
• Is expected to
increase in popularity
in time due to mobile
apps

23. Facebook Analytics: Insights
• Must have 30 “Likes” to
access FB Insights
• Preview at www.facebook.com/Insights
• Users
– Like Sources
– Demographics
• Number of Interactions
– Views
– Likes
– Comments
– Unsubscribed
– Impressions
– Feedback