Facebook for Small Business 101

Social
Facebook for Small Business - 101

Why Facebook for Your Small Business?

Word of Mouth
As of September 2013, there were 1.15 billion users on Facebook.
That’s over 3x the population of the United States.

www.thesocialolive.com

Word of Mouth
of online shoppers have read
product comments their friends
shared on Facebook
(source: Social Labs)
62%

Word of Mouth
of business-to-consumer (B2C)
marketers have acquired a customer
through Facebook
(source: HubSpot)
70%

THE BASICS OF A FACEBOOK BUSINESS PAGE

The Basics
ª  cover photo: large, rectangle photo at top of page
ª  profile photo: smaller, square photo at left corner of cover photo – displayed
next to page name in all posts and engagement
ª  timeline: display of all posts by a user, includes photos, links and updates
ª  about: includes all information about business (can range from vague to
specific)
ª  photos: albums of uploaded photos
ª  likes: all Facebook users that like (or follow) a business page
ª  apps/custom tabs: displays extra pages of a business page without leaving
Facebook (i.e. events, contests, product pages)
ª  ‘talking about this’: number of users who are engaged and interacting with a
business page; this includes post likes, comments and shares
ª  check ins: users tagging a business page when they are at the physical
location (uses geotagging)
ª  reviews: a place for users to rate the service or product of a business page
The Anatomy of a Facebook Page
(public facing)

The Basics
The Anatomy of a Facebook Page
(public facing)
profile
picture
business
name
likes
engagement
apps
reviews
check ins
cover photo
about

The Basics
The Back Room (Admin panel)
ª  activity: displays all activity on business page (your posts as well as other
users interacting with page
ª  settings: all settings for page – about, privacy, posting settings, etc.
ª  build audience: drop down menu that allows user to invite friends to
their page, import contacts or be directed to Facebook’s ads manager
ª  notifications: all recent activity (engagement) from other users
ª  messages: all private messages sent to business page from other users
ª  ads: suggested ad preview Facebook generates to entice a business page to
spend on advertising
ª  status: a place for all business updates that will be shared with the
followers of the page
ª  photo/video: ability to share photos and videos by uploading them as part
of a status update
ª  events/milestones: ability to create events and/or milestones (major ‘life
events’ and share them with a page’s followers

The Basics
The Back Room (Admin panel)
activity
settings build audience
status
updates
notifications
& private
messages
ads
!! !!

Launch!
First Things First
ª  profile vs. page
²  a ‘profile’ is a personal Facebook page; a page is a business
Facebook page
PROFILE PAGE

Launch!
Create Your Page
1.  You must have a personal profile before you can set up a business page:
www.facebook.com/signup
2.  Once logged in, click downward arrow on far right of screen and select
CREATE PAGE from the drop down:
3.  From this page, select the category that best describes your business: local
business or place; company, organization or institution; brand or product;
artist, band or public figure; entertainment; cause or community. After
selection, fill out the requested information about your page.

Launch!
Create Your Page
4.  Upload a profile picture and a cover photo (or don’t save it for later – it’s
not required)
5.  Complete the ‘About’ section: This 2-3 sentence blurb will appear on your
page, so make it descriptive but short. If you have a website, include the
URL here.
ª  You have the option of using
a tag line here, as well. Options
also include a long and short
description, office hours,
service offerings, etc.
ª  If you don’t have a website quite
yet, this section is very important. It’s
also important in assisting your search
performance on the web (i.e. keywords).

Launch!
Page ROLES
Multiple users can have
administrative rights to
a business page. Each
admin must be invited
to manage the page by
the page’s owner (you).
Roles include: admin,
editor, moderator,
advertiser, analyst

Launch!
Apply Page ROLES
1.  From you page’s home screen, click
‘Settings’ from the top left corner.
2.  From the settings page, select ‘Page Roles’
from the column on the left.

Launch!
Apply Page ROLES
!! IMPORTANT !!
In order for a user to be added as a page admin they
must first LIKE the business page. If they do not like
the page, they cannot be added as an admin.

Launch!
Apply Page ROLES
3.  Start typing the user’s
name or email
address. Once their
name appears in the
drop down menu,
click it.
4.  Choose what type of
role you’d like that
user to have.
5.  Click ‘Save’
6.  That user will then be
notified of your invite
and from there they
can accept or reject it.
(to remove an admin, click the ‘X’ next to their
name in the list)

Launch!
ACCESSING YOUR PAGE
Because your page is linked to your personal profile,
to access your business page you must log in to your
personal profile.
Once logged in, look for your page under the
‘PAGES’ menu on the left.

FYIs for Quick Learning
IMAGE SIZES
cover photo
851 x 315
profile picture
180 x 180
O For a more in depth guide to Facebook sizes, click this link:
Social Media Sizing Cheat Sheet

Posting content
ª  RULE 1: A successful Facebook
page posts 1-3 times a day
(source: KISSmetrics)

Posting content
ª  RULE 2: Make your posts
visual whenever possible
(source: KISSmetrics)

Posting TIMES for success
ª  RULE 3: Trial and error is the best way to determine what times of day
you should post your content, but there is enough data available to offer
guidance:
(source: Social Media Today)
BEST worst
1 p.m. – 4 p.m. 8 p.m. – 8 a.m.

Scheduling posts
Keeping your Facebook page filled with vibrant content can seem like a daunting task.
However, Facebook has evolved into an ally of the busy small business owner.
After writing your post and/or uploading you photo, click the little clock in the lower
left hand corner to display the post scheduling options.

Scheduling posts
From the menu, choose the date and time you’d like for your content to post.

Scheduling posts
Once you’ve decided on a date and time, click ‘Schedule,’ and you will shown a pop
up window to confirm the scheduling. Go view it in your activity log by clicking ‘View
Activity Log.’

Scheduling posts
In your activity log you are able to see all posts that are scheduled as well as all other
activity.

Scheduling posts
See a typo? Change your mind on when you’d like to publish the post?
From your activity log you can edit, reschedule, delete and even publish
a post immediately.

Recycle content
Meeting the 1-4 posts/day quota can definitely be a challenge, but remember:
ª  Save all of the content you do create and re-use it when you can (be
mindful of time sensitive modifications that may need to be made)
ª  Post on the go! Use a smartphone or a tablet to post in the moment –
some of your best content will be the content that ISN’T scheduled
ª  Be mindful of scheduling your content too much; over scheduling will
deplete your page of any real social flavor and that’s bad for everyone
involved
ª  Source other websites, pages and resources relative to your industry –
share and be shared.
ª  Lastly, listen to your audience and build your content around them.

Facebook for Small Business 101

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