The first section of the Social Rabbit Facebook Page for business how to guide. Everything you need to create, promote, manage, market and grow your business Facebook page.

1. Facebook Page Ebook
© Social Rabbit 2010

2. The reader of this publication indemnifies Lara Solomon
and Social Rabbit from and against all losses, claims,
damages and liabilities which arise out of any use of this
publication and/or any application of its content.
The reader of this publication indemnifies Lara Solomon and Social Rabbit from any issues that may arise
due to implementing these Facebook ideas and instructions. This ebook is a stand alone resource, there
is no additional support provided with it, if for any reason assistance is required please contact
info@SocialRabbit.net and we can quote you for completing the work.
This ebook is NOT guaranteeing any sales increase, any traffic increase or any results from Facebook,
that is dependant on the user of the ebook.
First published in 2010 by Social Rabbit.
16 / 3 Mosman Street
Mosman NSW 2088 Australia
www.SocialRabbit.net
Copyright © 2010 Social Rabbit
© Social Rabbit 2010 2

3. Who is Behind Social Rabbit?
Lara Solomon is the owner of LaRoo which owns Social Rabbit, here
background is in marketing, having previously worked on brands such as
Mr Muscle, Windex and Dettol. Lara is very passionate about marketing
and social media.
• Owner of the Mocks brand – Mocks are sock covers for mobile phones,
iPods, digital cameras and other gadgets. Mocks stretch round gadgets to
help protect them from scratching and personalise them – there are over
70 designs available.
www.MyMocks.com
• Author of Brand New Day – The Highs & Lows of Starting a Small
Business. This book is a diary of Lara’s first four years in business, written
as a diary with a couple of entries each week it is a warts and all tale of
what it is like working in a small business.
www.BrandNewDay.com.au
• Chief Rabbit at Social Rabbit. Social Rabbit was started in January 2010
after Lara had huge success with Mocks on Facebook – 12,000 fans tot eh
page in under 3 months and doubling online sales. Social Rabbit offers
hands‐on training courses as well as social media consulting and
implementation services for businesses large and small.
www.SocialRabbit.net
Other info…
• Winner of Telstra NSW Micro Business Award 2008
• Finalist in Telstra Young Businesswoman Award in 2005 and 2008
• Blogger for www.SmartCompany.com.au
© Social Rabbit 2010 3

4. Index
SECTION 1: Getting Ready to Facebook SECTION 3: Posting on your Facebook Page
• Page 7: What you should know before starting a page • Page 47: Posting on your page
• Page 8: The difference between Facebook Pages, groups & profiles • Page 48: What to post on your page
• Page 9: Why have a page? • Page 49: Page Posting Tips
• Page 10: Planning your Facebook page • Page 50: Post attachments
• Page 11: Who are your audience • Page 51: Scheduling Posts
• Page 12: What are the goals for your page • Page 52: Weekly Facebook Page reports
• Page 13: What are the keywords for your page
• Page 16: A Tour of a Facebook Page
SECTION 2: Setting up your Facebook Page SECTION 4: Adding Page Tabs
• Page 19: Starting your Facebook Page • Page 54: Behind your Facebook page
• Page 21: Choosing your Facebook Page • Page 55: Your page settings
• Page 22: Types of pages • Page 57: Applications
• Page 38: Choosing you Facebook Page name • Page 58: How to add an application
• Page 39: Your Page profile picture • Page 60: Application settings
• Page 41: Your Page Info Box • Page 61: Discussion Tab
• Page 42: Your Page Info Tab • Page 62: Photos Tab
• Page 43: Adding an Admin to your page • Page 63: Reviews Tab
• Page 44: Getting your page username URL • Page 64: Notes Tab
• Page 45: Facebook Page Tips • Page 65: Links Tab
• Page 66: Events Tab
• Page 67: Creating your event
• Page 68: Videos Tab
• Page 69: Landing Tabs
• Page 71: How to create your own landing tab
• Page 72: How to add a Newsletter sign up tab
• Page 73: How to add liker only content
• Page 74: Suggested Page Applications to add
© Social Rabbit 2010 4

5. Index Cont…
SECTION 5: Attracting Visitors to your Page SECTION 8: Facebook for your industry
• Page 76: Fan Updates • Page 113: Photos tab
• Page 77: Adding page favourites • Page 114: Notes tab
• Page 78: Ideas to Build your page • Page 115: Discussion tab
• Page 80: Promoting your page • Page 116: Events tab
• Page 81: Running competitions on your page • Page 117: Polls tab
• Page 82: Promoting your page on your website • Page 118: Example landing tabs
• Page 119: Other ideas
SECTION 6: Facebook Advertising
SECTION 9: Other Resources
• Page 94: Facebook Ads
• Page 95: How to setup Facebook ads • Page 122: Websites to visit
• Page 102: Are your ads working?
SECTION 7: Facebook Insights
• Page 103: How to see Facebook Insights for your page
• Page 106: Facebook Insights
• Page 111: Old Facebook Insights
© Social Rabbit 2010 5

6. © Social Rabbit 2010 6

7. What You Should Know Before Starting Your Page
Facebook is NOT a set and forget Be Consistent
If you are choosing to start a Facebook page you need to know Social Media is not something that you can just jump in and
upfront that it is not something you set up today and then do out of, if you decide to post daily, then keep it up, don’t post
nothing on ever again. 3 times on one day and then nothing for a week.
You need to be monitoring your Facebook page on a daily/every Results Don’t Happen Overnight
other day basis to ensure that you are interacting and Yes we all hear about these fantastic social media stories of
answering any questions. how x became a YouTube star, or y brand increased sales by
300%. However, this didn’t happen the day after they set up
You Need to Add Value their Facebook page, it took time.
You have to think before posting or putting content on your
page, it needs to add value to the readers life – it is the whole You need to allow a MINIMUM of three months to see any
WIIFM (what’s in it for me) that needs to be met. results. Remember you are building a relationship with your
customers, and that does not happen overnight.
It Takes Time
Yes Facebook is a free tool to use, however it is not something If you are thinking a Facebook page will solve all your
that is free to implement. It takes time (your time, your problems think again,
employee’s time, and time is money!), the amount of time
depends on what you want to achieve from it – the more you
put in the more you get out.
At a minimum you need to allow 30 minutes a week.
© Social Rabbit 2010 7

8. Differences between Pages/Profiles/Groups
Which type of Facebook account you choose depends on what you are using it for.
Unfortunately if you have set up the wrong type of account you cannot change it later, you have to start again, so it is
important to get it right!
Page New Groups (Oct 2010) Old Groups Profile
Can be used for business or Can be used for business or Can be used for business or ONLY personal use!
personal personal personal
As many people as want to can As many people as want to can As many people as want to can Limited to 5000 friends
“like” the page join the group join the group
Posts by the page admin appear Posts by anyone in the group Post by the group admins do Posts by profile owner appear in
in people’s newsfeeds & their can notify all members, NOT appear in the member friends newsfeeds
friends can see them if they depends on the member newsfeeds
comment settings
People can just “like” the page Can be set for automatic Can be set for automatic Have to approve each friend
no need for approval joining, or approval to join joining, or approval to join
Updates can be sent to all No updates or messages can be Messages can be sent to 5000 Can send messages to all friends
members at one time sent to the group, but there is a members at one time
group chat facility
Can be customised with app’s CANNOT be customised CANNOT be customised Can be customised with app’s
Always public Can be public, private or secret Can be public, private or secret Can be public or private
Found by search engines NOT found by search engines NOT found by search engines Found by search engines (but
can be locked down)
Posts come from the Page, not Posts come from individuals Posts come from individual Posts come from profile owner
the admins admins
No one knows who the admins All group members are listed Admins are all listed ‐
are (unless they say)
Usernames available Usernames NOT available Usernames NOT available Usernames available
Insights about visitors available NO insights NO insights
© Social Rabbit 2010 No insights 8

9. Before you start: Why have a Page?
There are lots of reasons that people choose to start up a So why are you creating a Facebook page?
Facebook page for their business. It is important that you know
WHY you are starting a page, rather than just creating it Write down the purpose of your Facebook page for your
because you feel you have to, or that someone told you to. business
Below are some reasons why you might want to start one:
1.
To promote your product /service/business
To increase brand awareness
To reach people globally 2.
To increase the number of people you reach
To increase sales
3.
To tell customers about new products/services
To get feedback on products/services
To create a community for your business/brand
To engage your customers
To increase purchase intent
To build a relationship with your audience
To make your customers feel loved!
© Social Rabbit 2010 9

10. Before you start: Planning?
‐ Without planning you don't know what you are doing each So why are you creating a Facebook page?
day, it means that you can be scatter gun, instead of focused
Write down the purpose of your Facebook page for your
‐ Planning means you will deliver a consistent message business
‐ Planning means that everyone in the team knows what is 1.
happening and what to expect = no surprises
‐ Planning allows you to integrate different aspects of your
marketing and therefore get a bigger BANG for your buck! 2.
‐ Planning means you know what you are spending when (time
or money)
3.
‐ Planning means less repetition
‐ Planning means no last minute panics of "oh no I need to write
a post what shall I write..."
‐ Planning = quality (or it's far more likely to)
© Social Rabbit 2010 10

11. Before you start: Who are your audience?
Knowing who the target audience for your business is very
important, this is for a few reasons:
1.It makes it easier to talk to them on Facebook if you know
what kind of person you are talking to
2.You are more likely to post relevant content on your page
3.You are more likely to get people responding to your posts Now write down who the target audience are of your business, I
because it appeals to them know this seems BORING, but it is IMPORTANT!!!!
So think about these questions….
• Are they male or female?
• How old are they?
• Where do they live?
• Do they work?
• What do they do for work?
• What do they like about your business/product/service?
• How often do they buy your product/service?
• Do they use Facebook?
© Social Rabbit 2010 11

12. Before you start: What are the Goals for your Page?
You NEED goals, otherwise how will you know if your Facebook
page is working? It is like any marketing activity you need to
measure it to know if it is worth doing. Make sure your goals
are SMART!
Here are some examples of goals you could choose:
Increase traffic to your website by x%/visitors by x
Have x likers on your Facebook page by x
To achieve x number of sales through Facebook by x
To have an average of x liker posts on your wall a month
That every post you put up has a comment or a like on it
Make sure you set your goals and they are SMART before you
start.
© Social Rabbit 2010 12

13. Before you start: What are the keywords for your
Page?
Facebook pages are fully searchable by search engines such as What are keywords?
Google, Yahoo, Bing etc. To make sure that your Facebook page Keywords are the words that people use when they are
is ranked high in search engine results you need to make sure searching for information on the internet.
that you are including the right keywords in the text on your
page. How do I know what my keywords are?
Put into the Google keywords tool the words that you think
The keywords are the same as the ones you would use on your people would use when searching for your business. You can
website. then ask the keyword tool to add in additional words that are
similar, and so you will build up a list.
It is a good idea to have a list of keywords on hand BEFORE you
start filling in your page so that you can make sure you include There are 000s of keywords which shall I use?
them. You want to use the ones that are most relevant to your
business, for example, if you have a local business then you
If you don’t know what your keywords are use the FREE Google might choose a keyword followed by the suburb or surrounding
keyword tool to find out: suburbs where you are based.
https://adwords.google.com/select/KeywordToolExternal You can also look at which keywords are most popular, that
means that more people are searching on them, but also there
There are examples on the following pages. will be more competition, so it might be harder to rank higher in
the search results….
© Social Rabbit 2010 13

14. Google Keywords Tool
Put what you think people will
use to search for you in here –
you can include more than one
© Social Rabbit 2010 14

15. Google Keywords
These are the kind of results that you will get
© Social Rabbit 2010 15

16. A Tour of a Facebook Page (part 1)
Click Last post text post Tabs Click for
Page name Search within more tabs To add
“facebook” to appears here
Facebook more tabs
return to your (admin
personal profile only)
Profile picture
Where you
write a post
To go to the
back end of
Choose the
the page
view you
(admin only)
want to see
right now,
To add a eg fans only
page to
appear on
your pages
Comments on
favourites
posts, as
admin you can
Info box delete them
(admin only
to edit)
Number of
likes on your
Info on the
post
business
The time that
your post
went up.
© Social Rabbit 2010 16

17. A Tour of a Facebook Page (part 2)
As an admin you
can see insights
into who is on
your page and
the interaction
As an admin your
personal profile
friends who like
the page
Number of
people who like
your page, click
‘see all’ to see
them all – only
the page admins
can see them all
If someone
wants to stop
following
© Social Rabbit 2010 17

18. We hope you enjoyed the first section…
This is just a taster of the rest of the book
To buy the full ebook go to
http://www.socialrabbit.net/shop/facebook‐
pages‐how‐to‐guide‐for‐your‐industry
The ebook is only $47 – cheaper than a workshop,
cheaper than a consultant and less time
consuming than searching the internet for the
answers!