Now more than ever entrepreneurs and large corporations are harnessing the power of online social networks to reach consumers and grow their business. Their platform of choice is undoubtedly Facebook, which has grown to more than 500 million members in a few short years. Yet to be successful, businesses need a communications strategy to engage this vast online audience and turn them into customers or better yet – brand ambassadors.

1. Using Facebook for your Business
Heidi Otway, APR
Director of PR and Social Media

2. About Salter>Mitchell
Clients
SalterMitchell won the
2010 Dick Pope
All Florida Grand Image
Award from the
Florida Public Relations
Association

4. Facebook Facts
More than 500 million active users
50% of users login everyday…
People spend over 700 billion minutes per
month on Facebook
One of the fastest growing demographic is those 35+
Average user has 130 friends
Nearly 70% of users are outside the U.S.
100 million people access
Facebook from mobile devices
Facebook is one of the most responsive networking tools on Internet…

5. Facebook is a great tool for business…

6. Businesses can use Facebook to…
Share useful
information
Build Brand
that can
Ambassadors!
lead to
positive
feedback.
Provide Ask questions to
customers with a Promote Events allowing generate
place to connect customers to RSVP and responses and
with your brand share the event on their feedback.
and get timely FB wall.
information.

7.  Setting up your Page
 Developing & Posting Content
 Promoting Your Page
 Evaluating Your Page

8. Fan Page is best for Business…

9. Fan Page is best for Business…
Pros:
 Fan pages can be customized with apps, images, & videos
 Status updates appear in the news feed
 Fan pages can advertise
 Fan pages are public and can be promoted as a custom URL
 Fan pages offer visitor statistics
Cons:
 Fan pages can not mass email
Bottom line –
 Fan pages allow people to follow and interact with you
 Fan pages can lead to long-term engagement with fans

11. Name Your Page…
Make it Memorable
 Consider using a title that’s memorable here because you won’t be
able to change it later.
Make it easy to find
 Don’t use a funny character or other business persona that nobody
can relate to. People will be looking for your business on Facebook, so
make it easy for them to find you.
www.Facebook.com/YourBizNameHere
 Get 25 fans to set up a username for your page.
 Make sure you apply the username to your Facebook Page, not your
personal profile
Again, make it memorable and easy to find

12. Add Info about your Business…
Chose a Profile Photo
 Make sure the photo or logo you choose fits in the box!
Share Company Details
 Tell people how to find you
 Give them a history. They’re there because they want to learn!
 The type of page you are creating differs (business, publication,
celebrity, etc.), but you utilize what’s available to you to your
advantage.
Tell Where You Are - Online and Offline
 Give your page fans the information needed to find you – website,
biz address, phone number, email, etc.

13. Get Creative…
 Install an
iFrames app to
install custom
images and tabs
for your customers
and fans

14. Get Creative…
 Requires some
HTML programming
and graphic design
skills
 May need to hire
a professional to
set up your iFrames

16.  Setting Up Your Page
 Developing & Posting Content
 Promoting Your Page
 Evaluating Your Page

17. Good Content is…
Useful – is there clear value to the user?
Interesting – messages need to be interesting to be shared.
Human – the Internet is made up of people. people matter. this includes
you.
Scratches an Itch – solve problems. provide a service. create public goods.
Socially Designed – encourage social actions (share, like, video reply,
suggest offline actions).
Unadvertising - don’t sell or shill – solve problems, enlighten, share.
Snackable – create short, discoverable, quick touch points for the social
life-stream.
Catering to Egos – help users look smarter.
Building Trust & Community – be “we” and inclusive. Connects users.
Inspiring – does it inspire you? If it doesn’t… why would it inspire others?

18. Good Content is Engaging…

19. Good Content is Shareable…

20. Good Content is Remarkable…

21. Create an Editorial Calendar…
 Write 30 status updates
to share with fans
 Identify relevant websites to
link articles, information, and resources
for fans
 It’s okay to go off topic to engage fans:
Talk about the weather, local and world
events

22. Managing your Page…
 Monitor your page daily
 Decide how you want to
moderate fan posts and
comments: Good, Bad, Ugly
 Respond to fans posts within 24 hours
 If possible, have more than one page
admin

23. When to Post Content…
 Post at least once a day to build fan base
 Increase frequency for special activities
 Best times to post: 11am, 3 pm and 8 pm
 Best days to post: Mon, Tues & Wed

24.  Setting Up Your Page
 Developing & Posting Content
 Promoting Your Page
 Evaluating Your Page

25. Promote your Fan Page…

26. Use Facebook Places & Deals…
What they do: Businesses can
establish their physical location as a
Facebook Place, encourage Check-ins
and incentivize through Deals.
Why they matter: Check-ins and
Deals can be posted to a user’s
newsfeed; Deals can be used to
encourage trial, reward loyalty and
offer viral exposure.

27. Buy Facebook Advertising…
Step 1: Set Campaign Goals
Step 2: Establish a Budget
Step 3: Create Ads
Step 4: Set the Targeting
Step 5: Pay for “Likes”
Step 6: Manage expectations

29. Promote on Other Channels
 Website
 E-blasts
 E-mail signature
 Newsletters
 Printed Materials
 Signage
 Other Social Media Pages

30.  Setting Up Your Page
 Developing & Posting Content
 Promoting Your Page
 Evaluating Your Page

31. Evaluate Your Page
www.Facebook.com/Insights

32. Evaluate Your Page
www.Facebook.com/Insights

33.  Setting Up Your Page
 Developing & Posting Content
 Promoting Your Page
 Evaluating Your Page

34. Questions?
Twitter:
www.twitter.com/heidiotway
LinkedIn:
www.linkedin.com/in/heidotway
Facebook:
www.facebook.com/heidiotway
Email:
Heidi.Otway@SalterMitchell.com