Image: Geekologie
Last month, social media network Facebook hit 300 million users. If you think a few of those people could use your company’s widget, then it’s time to fire up your business’s presence.
When used correctly, Facebook drives traffic to your website, gains you valuable customer input, and lets you market and advertise for free (via your profile). If you use your account to its full potential, even more is possible. This step-by-step guide will show you how to create a business Facebook account that really works.
1. Create an interesting profile
Include lots of photos in your profile. Photos help fans make an emotional connection to your company. The bare minimum would be a logo and a couple of executive profile pictures. Depending on your situation, you can also add pictures of your bestselling products, company events, ads, employees, company events, and even company pets.
Make your business descriptions compelling. For example, let’s say I run a strawberry jam company called Strawmelade. A dull description would be “Strawmelade, makers of strawberry jam.” True, but rather dull. Instead, I might want to spice it up: “Squished strawberries never tasted so good.” “So yummy, you’ll lick the jar clean.”
Add links, events, video, and notes pages as appropriate. Make sure that you give each page high-quality content. It’s better to start with fewer pages and make them good, then add as you go.
Start posting Wall comments and links while you proceed to Step 2.
2. Grow your fan base
Note: This only applies if you use your personal account for business. Business accounts can’t friend people.
Start by friending people you know. Because this is your business’s site, keep your friends professional. If they are your personal friends, make sure they’re clear on the fact that you’ll be posting business updates on the site—and that they should react accordingly. You don’t want your best buddy to reminisce about your weekend bender on your business site.
Use Facebook’s search engine to find more friends. Facebook can help you search your existing contacts through email, AOL Instant Messenger, Windows Live Contact, and college alumni, to name a few. Hit up old acquaintances. Then make new friends. Searches by keyword (eg. “strawberries” might be a good keyword for my strawberry jam company) will also generate potential friends. Find people you’re interested in. Approach and friend them.
Join groups. Do a Facebook search by industry, location, or company name. Select “Groups” on the lefthand menu. For example, my strawberry company might want to conduct the following searches:
Industry: “fruit preserves,” “fruit spread,” “fruit jam,” “strawberries,” “food manufacturer”
Location: My hometown, my home state, my region (eg. Midwest)
Company name: “Smuckers,” “Knott’s,” any other competitors or people along my supply chain
If there’s no group in your industry, start one. Do this by selecting “Create a New Group,” a button located to the right of the Groups search field. Find people to invite.
3. Cultivate your presence
Join Wall or forum discussions. They can help you establish a Facebook identity and visibility. Comment on others’ Walls when you have something to say.
Make your own Wall interesting. Update frequently and regularly. Good things to post:
-Promotions. Eg. contests, gift cards, raffles, giveaways, season ticket raffles, etc.
-Events. Eg. weekly specials
-Polls and feedback. Link to online polls, or just ask people for feedback on a product, service, or idea.
-Customer service. Encourage people to contact you through Facebook. Resolve customer service issues through messages or on your Wall.
Arrange discussion themes on your Wall. For example, you (or your moderator) can ask a question relevant to your industry or product. For example, a Denver-based sports bar moderator might ask who fans think will win the next Broncos game. Get people to talk.
Set up fan photo participation campaigns. For example, have fans send in their favorite photos, then you put them in a special album. Or announce a themed photo contest, such as “best Halloween costumes.” Have fans post images of themselves wearing their Halloween costumes on your Wall.
Follow your competition through their status updates. Continue to friend people in your industry as you find them–then keep an eye on them.
4. Syndicate
Link to your website. Drive traffic back to your site wherever possible. Some companies find that their Facebook profiles receive more visitors than their websites. To avoid this trend, send fans back to where the action is–your website.
Link to Twitter. If you plan on sharing similar news through your Twitter account, then link your Facebook account to your Twitter account. You will see this option during the setup process.
Add a Facebook Fan Box to your website. When people click on the Fan Box, they’ll become your Facebook fans–without having to log into Facebook and find you.
Syndicate your Facebook feed with your blog–if appropriate.
5. Advertise
Run ads on Facebook. Many businesses have found this to be a successful way to drive traffic.
Open a “Shop” section in your profile. Populate it with company products. If you’re a service, sell branded T-shirts, caps, etc.
Allow fans to sign up for your online newsletter via Facebook. Open a signup page for online offers, your newsletter, or regular updates.
Superb post. This is one article all entrepreneurs will find really useful. Keep those great ideas coming!
Business facebook accounts can’t add friends.
Aaron–you’re absolutely right. As a sole proprietor, I run my Facebook business account as my personal account, but “real” business accounts can’t add friends. I added a note to the article reflecting that. Thanks for pointing out the oversight.