With nearly 1.79 billion active users, the Facebook community doesn’t appear to be getting any smaller. The amount of traffic the site generates alone, ends up being reason enough to create a Facebook page for your business. Not only do you get out in front of a greater audience, you can do so for free.
We know, we know – but what of Facebook Ads? Advertising on the giant social network is definitely a worthy investment for those operating in a business to consumer market. With targeting features, a lower cost-per-click average than Google AdWords and the ability to include eye-catching graphics, Facebook advertising is definitely something every small business owner should consider.
But that’s not what we’re here to talk about today. Today we’re focusing on the basics of what your Facebook Business page should and should not do.
Bringing it back to basics we’ve listed below 5 Do’s and 5 Don’ts for your businesses’ FB page.
First – the ultimate do – is DO create a FB page for your business. Secure your online presence by claiming your space in social networks, so that your brand remains your own. If you aren’t going to maintain the page, then at least fill out the basic information such that when someone goes to search for you within FB – they find you. (Not some random business with the same name but in another continent and in an industry that doesn’t resemble your business at all.)
So, now that you have a FB page for your business – here’s the do’s and don’ts for proper social network etiquette:
Fill it out entirely. Add the URL to your website, have your contact information available. Take the time to create both a short and long description for your business that includes your key services and product offerings. Add your business hours, email and all other info that will make it easier for potential customers to contact you or find out what it is you have to offer. Include high quality images for both your profile pic and cover photo to showcase your brand and add visual appeal to the page.
Part of filling out your profile entirely is also setting up your Call to Action button – essentially a signal to those on your page to either call you, contact you, book you, etc. Facebook business pages allow you to select the right CTA for your business. Options include: “Book Now”, “Call Now”, “Shop Now”, “Sign Up” and others as illustrated in the image below. This valuable little button can help you get leads from your super stellar FB page.
Monitoring your FB page is important for ensuring that nothing is going awry. Many business owners are put off by having yet another thing to do – like maintaining a FB profile but this task can easily be delegated to someone you trust at the company. If you are running a small business on your own, set up FB notifications that go straight to your email. In any case, you want to check in on your page because some users will ask you questions about what you offer, how they can set up an appointment, etc. Checking your page regularly ensures that you don’t miss out on the opportunity to close a sale or maintain good relations with your existing client base.
Social media networks are meant to be a space of sharing so, sharing what’s happening at your company or relevant industry news and updates is a definite do. If something exciting is happening at your business, if you’ve found an interesting article you want to share, or if you know your business will be closed when you are typically open during those hours – letting those who follow you on social media know – is wonderful.
When other FB users are mentioned in a post or if you think that a post is of particular importance to a certain business, let them know with a tag. It’s a great way to spread the love and at the same time, will notify them that they’ve been mentioned. This in turn, will make them more likely to share the post with their friends and well, you’ve reached an even greater audience. Obviously, you want the post to say something good (DO NOT use social media to bad mouth another business – it just makes you look petty and cheap.) That said, let’s move on to the don’ts.
Nothing is more aggravating than seeing a wall full of text, posted by the same author, all the way down while you scroll, scroll, scroll. Irrelevant and incessant posting will just get people to unfriend you and unfollow you so just don’t do it.
When you’re on social media don’t just talk about yourself all the time. Don’t make every post you publish about selling your business. This will get tiring for those following your page and again get people to unfriend you. Share what is useful and helpful to others and you’ll see the return. Remember it’s about everyone else, not you, when it comes to being social. By providing information that helps people succeed in their every day lives, you’ll develop a good rapport with your social network friends. They’ll appreciate the helpful info and be more likely to share it with their friends.
Yes there are tools like Buffer and Hootsuite out there which will help you to ‘automate’ your social posts. But don’t rely on them to do all the work. Really. We know that you have to curate the content and schedule it – so you are doing work - but relying strictly on these apps makes your page feel like a robot is posting. The point is to engage with people on social media. That means logging into your account and seeing what it is people are talking about, what’s trending, figuring out what you can contribute to the conversation and so forth. Not everything can be anticipated, so relying on automation isn’t the best route to go.
Facebook Insights are completely free and they provide valuable insight into how your page is performing. You can get an overview of what posts are the most engaging, what received the most likes and shares and then you can use the info to create posts that contain the same elements you know already resonate with your audience. Facebook insights even contain info on other pages that are similar to your own – allowing you to see what the competitive landscape is like for your business and then allowing you to up your social media game and strategy. The info is all there for you to take in, all you have to do is look at it.
This is the most important rule for business owners. Sharing too much, sharing irrelevant material, sharing offensive content and the like all reflect on your brand. Your business Facebook page should represent your business in the best light. So post wisely.