Simple guide to getting your Company on Facebook by Susan Schauer John, Principal at Spider Web Connections.com.

1. “We Make
Social Simple” TM
For Your
Business

2. FACEBOOK
AND
YOUR
BUSINESS

3. AUTHOR:
Susan Schauer John
Susan is the media
marketing creator of
Spider Web Connections.
Follow her on Twitter
@SpiderwebConnec!

4. TABLE OF CONTENTS:
1. Facebook for your business?
2. Facebook “Company” pages.
3. Set Up. Stock. Maintain.
4. Tracking Your Company‟s Success.

5. Why Facebook?
We are a local business. We advertise locally.
Do we need Facebook?
Reasons:
1. It’s free advertising.
(When is the last time your heard free and
advertising in the same sentence? Lol)
2. It’s available 24/7.
3. It’s adaptable.
4. It’s interactive.
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6. A Facebook Company (or Fan) page is different from a
Personal (Profile) page in several ways:
• Page Fans vs. Profile Friends: There is a limit of 5,000 friends to a profile. You
can have as many fans as you can get on your business page.
• Search Engine Optimization: You can optimize your business page for search
engines because search engines index fan pages only. With the ever-increasing
importance of SEO marketing, you want as many people as possible to be able
to find you online under your business name.
• Many Fan Pages vs. One Profile: You can have multiple fan pages, but only
one personal profile. This is important for people who are entrepreneurs and
want to promote their various businesses and/or groups. (Remember that you can
still connect with people on a business level through your personal profile. Since people like
to know the person behind the business, this is a good way to connect with them.)
• Analytics, Apps & Functionality: For fan page administrators, Facebook
analytics allow you to pull reports on how well the page is doing. The analytics
allows the administrator to see from where the traffic is coming, the total
number of post views, and much more.
– With a fan page the company can create custom tabs or apps for promotions and
business information. You also have option to easily customize and implement a
Facebook “Like” button for the business’ web site. And, with Facebook’s latest fan
page update, administrators can now use a fan page just like a personal profile and
have the ability to post on other walls.
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7. SET UP:
A business can join Facebook two ways.
1. You can “create a page” directly from your personal
page:
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8. 2. You can create a stand-alone company page:
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9. STOCK :
Designing an Effective Page
Images! Images! Images!
1. Your logo
1. You, Your Store, Your Employees
VISUAL:
Facebook starts as a visual. People want to recognize your or
your store from what they see on Facebook.
Take real pictures if at all possible, because good images are
not easy to find. You cannot just steal something from Google
Image. However, you do have other sources of visuals to
choose from!
For instance, we recommend Flickr‟s Creative Commons
library. As long as you properly attribute each image, you can
use any of the ones you find. You can also download
iStockphoto images and use them in your ebooks.
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10. Next, fill out your basic
company info –
Use descriptive words
specific to what you do.
(remember SEO)
Write simply and clearly.
Convey your company
message.
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11. Or instead use Business INFO on your page
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12. STOCK:
What To Post.
Develop a Strategy
I‟ve seen many companies make the mistake of approaching social media without a
strategy. First, decide which social networks make most sense for your company.
You may not have a product that will translate to Pinterest or Instagram. It‟s better
to have a limited, strategic presence on social media than to be everywhere without
purpose.
Once you have selected the social networks that best suit your company, then align
your strategy to meet your desired goals. For example, do you have the goal of
growing your Facebook community? If so, you should be brainstorming content,
promotions, and posts that will attract your target customer.
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13. Respond
Assigning an intern to manage the social media channels a few
hours per week is simply not enough anymore. Your online
community expects to receive responses to inquiries in a timely
manner (typical accepted response time is within 24 hours). If you
aren‟t willing to invest the time and money it takes to respond to
your online followers, then you need to hire a local social media
company that is “in touch” (literally) with you, your customers and
your business goals.
Customers want to know someone is listening. The simple task of
responding speaks volumes to your customer service. If you don‟t
have the answer and need some time to find it, let that person
know that you have seen their question and you are working to
get the answer for them. This is true no matter how big or small
your business is.

14. It’s About Content
Don‟t just broadcast anything to make it look like you‟re active on social media. There are
too many companies out there bombarding their followers with the social media equivalent
of spam. If you want to build a following, create content that makes you a leader in your
industry.
If you don‟t have enough time to regularly produce original quality content, share the good
content that‟s already out there or approach the experts to create content for you. Your
online community will thank you for helping them find the good stuff.
Don’t Duplicate
Posting the same thing to Facebook, Twitter, LinkedIn is redundant and will cause you to
lose followers. Tailor the content for each network and audience. LinkedIn is a professional
network so this serves as a great place for thought leadership. Make use of photos and
other rich media content to tell a visual story using Facebook Timeline.
People join social networks for different reasons and you best serve your online community
when you know who they are and what they want to see. Take the time to do the research
and post what is best suited to each medium.
Self Promotion is Anti-Social
In real life, when you‟re trying to make friends, talking about yourself won‟t get you far. It‟s
the same with social media. Your participation in the space should foster conversation. It‟s
okay to tell your online community about a new product or promotion, as long as that‟s not
all you‟re doing.
Make it easy for your community, customers, and industry leaders to share content on your
social pages. Be an active listener to better understand what your community wants. If
they‟re following you, they already think you‟re great, you don‟t need to constantly remind
them.
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15. MAINTAIN:
Optimizing Facebook for
Lead Generation & Promotion
Hook people in
Average Facebook users are bombarded with thousands of
pages to like and follow, but unless a page is going to give
them some incentive to hit "like," they‟ll quickly move on.
Don‟t just welcome new users to your page. Give them a
reason to come.
Create a great contest, people will go and tell their friends,
„Hey, if you like this page, you might win an iPad,‟ Use methods
like that to incentivize people to 'like' your page.
Marilyn Buckner, operations manager of PRMarketing.com, an
online marketing company, says businesses shouldn‟t be shy
about asking people to "like" their page. She recommends
looking at Coca-Cola‟s Facebook fan page, which comes right
out and says, "Like Coke? There‟s a button for that," next to an
arrow pointing in the direction of the button.
"The public is catching on more and more that 'liking' a
business will post any specials from that business to their
personal news feed," Buckner says.
So be as creative as possible to stand out from other pages. Try
posting an introductory video or offering a small coupon as a
reward for hitting the "like" button.
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16. Post often: What fans should find after they hit "like" is a community of
other fans sharing and responding to posts by the business.
There needs to be a balance between staying active and overwhelming your
audience. You don‟t want them to choose to they will hide your stories from
their news feed.
Start by posting a new status once or twice a day, including weekends, to
get a feel for your audience. Additionally, we highly recommend responding
to every comment posted on the page. This will make it show up again and
again on the Facebook page of every respondent, as well as many of their
friends, giving your business more exposure.
Keep them coming back
The best posts garner
responses.
We recommend asking a lot of
questions or doing "polls"
whereby users "like" a status if
they agree.
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17. Tracking:
Your Company‟s Success
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18. With Facebook your first line of attack is your ADMIN PAGE.
Note: With your website and other social media streams, you can use
inbound marketing software such as HubSpot to track the leads who
downloaded your ebook and converted on offers. (There is a free
version). There is also Social Mention, Yext, Google Analytics and
others.
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19. If you‟re interested in social
media and your business.
Contact us:
410-253-9131
www.facebook.com/pages/SpiderWebConnecti
ons/
http://pinterest.com/sfschauer/spider-web-
connections/
http://www.linkedin.com/in/spiderwebconnecti
ons
www. SpiderWebConnections.com