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SBRN: How to use Facebook For Business

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Birgit Pauli-Haack
Birgit Pauli-Haack

Small Business Resource Network, Southwest Florida, July 2012 A short introduction on business related aspect of a Facebook presence for small business owners.

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“How to use Facebook for Business?” " Birgit Pauli-Haack, July 2012
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
Demographic  Total: 457,480 Facebook users in Ft. Myers Graphic: Birgit Pauli-Haack, Relevanza, Inc.
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
Top Strategies  Highlighting basic info about your business,  Sharing photos and videos,  Having conversations with customers,  Providing customer support, and  Holding contests and giveaways.
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.
Sharing Links on Facebook Test your own website for Rich Snippet compatibility
Rich Snippets Twitter auto-posts to Facebook, w/ Rich Snippet When you comment, leave a link and it shows “Rich Snippet Preview”
Stats – Reach Organic vs. Viral
A Facebook Post FL Tweetup: 330 Likes SeaTweetup 509 Likes
A Facebook Post
A Facebook Post
Original Post
Facebook Page
A different Site: Facebook Stats
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.
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.
Traffic to Web site
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 This slideshow and more: http://socialmediatechnology.tumblr.com Subscribe to “This Week in Social Media” email list:

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SBRN: How to use Facebook For Business

  • 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
  • 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.
  • 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 This slideshow and more: http://socialmediatechnology.tumblr.com Subscribe to “This Week in Social Media” email list: