Most people know Facebook as a great way to stay in touch with friends and family, and to reconnect with long lost childhood classmates. But there’s another side to Facebook – one that can help your business grow.
According to Facebook’s own compilation of statistics (found in their Press Room), more than 1.5 million local businesses have active Pages on Facebook, and more than 20 million people become fans of Pages each day. For CEOs and business owners, this means Facebook is definitely a way to spread your company’s message, build community and loyalty among customers, and ultimately increase your company’s bottom line.
If you’ve only used Facebook for personal reasons, making the jump to a business application can seem challenging. The following suggestions will help you create a business Facebook presence that generates results.
Distinguish your Facebook person and persona: Ask yourself these two important questions: “Who am I as a person outside of my business?” (This is your person.) “Who am I as a business owner on Facebook?’ (This is your persona.) Can you combine the two identities? Absolutely not! If you already have a personal Facebook page that you use to keep up with your friends and family, then keep it personal. Don’t mix your business contacts into that page.
Rather, build a new Facebook profile as the CEO and Founder of Company XYZ. This is your business persona page. You could even name it John W. Smith, CEO and Founder of Acme Corporation. On this page you’d put your corporate bio and other information that pertains to your role in the company – the persona of you as a CEO. Then you can build a Fan Page off of that personal profile that talks specifically about the business.
Mixing your personal and business pages is discrediting and unprofessional. And yes, it’s perfectly fine to have two profiles on Facebook. You’d simply have to use your middle initial or some other distinguishing information to differentiate the two accounts.
Name your accounts wisely: While your individual posts on Facebook are not ranked in Google searches (at least not yet), your profile is ranked. Simply go to your settings tab in Facebook and elect to make your profile public. How you name your business persona page and fan page is critical for ranking purposes. While you’d certainly use your name for your individual business account and use your company name for your fan page, you’ll want to tag some keywords onto each name. For example, if you as the CEO wanted to be known as a leader in internet marketing, you might name your business profile John W. Smith, Internet Marketing Strategist. Similarly, you could name your fan page in such a way that there’s no question what your company does, as in “Acme Corporation, Widget Supplier and Manufacturer.”
Think of the keywords you want to be found under and work those keywords into your tagline or title. This strategy gets your profile open to the world and helps you go beyond just building a Facebook community of friends and fans. Now you’re opening your company up to a bigger community outside of Facebook.
Post appropriate content: Once your pages are set up, encourage your current clients or customers to join your fan page. Anything that happens with the business, such as any trade shows the company is attending, new products or services you’re offering, any new company developments you want people to know about, or anything related to the company as a whole, would appear on the fan page. People read those posts and monitor what your company is doing or offering and they then invite others to become fans.
As for your business persona page – the page focused on you as the CEO and Founder – here you’d post information about conferences you’re attending, your thoughts on the industry or company, and business things related to you personally. For example, maybe you won an award or got an article published. Talk about these types of things on your business persona page.
Additionally, on your business persona page, you’d only put out and accept friend requests from people who directly relate to your business. If one of your personal friends finds the page and offers a friend request, direct that individual to your personal page.
Realize that while you can control whom you befriend, you have no control over who becomes a fan of your company’s fan page. People become fans because they are interested in your topic.
Also, it’s okay to have blatant ads, coupons, and specials for your company on your fan page. In fact, fan pages were designed as a way to give businesses a way to blatantly promote their company without getting people upset. However, don’t put ads, coupons, or specials on your business persona page. If you do, people will quickly start un-friending you.
Finally, remember to feed your Twitter posts, blog posts, and YouTube videos directly to your fan page so you can extend your brand. You can do all this dynamically by using a tool such as Ping.fm or SocialOomph.com.
Build Community…and Profits: With more than 400 million active users on Facebook, this is one place you definitely want your company to be seen. The key is for clients, prospects, and the Facebook community at large to see your business in the most positive light possible. By keeping your business and personal information separate, building your pages professionally, and posting relevant content your audience will want to read, you can create powerful relationships on Facebook that positively impact your company’s bottom line.
Read other articles and learn more about Heather Lutze.
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Posted by: seo article writing service | 04/17/2012 at 12:43 PM
Integrating Facebook into your business is a wise idea. With the growing number of people who are subscribing to Facebook, it is easy for marketers to gain exposure and build customer relationship using this medium. One way to flock draw users to viewing and subscribing to your page is to make it more entertaining and interactive. By creating online contests or letting users share experiences about your product, you are inviting more people to your site and increasing the chances to establish rapport with your target audience.
Posted by: Nelson Samayoa | 07/10/2012 at 08:57 AM
That’s right! Using vital keywords as your account name on Facebook will definitely make it easier for your page to be seen by many. It also helps to put the location of your business with the account name, especially if you are only located in one town. For example, instead of just putting “Internet Marketing Experts”, put “Internet Marketing Experts in Ohio”. That way, people from Ohio can easily find an internet marketing expert near them through Facebook.
Posted by: Masako Gun | 09/03/2012 at 01:47 PM
Facebook, as one of the biggest social networks, is proven an effective marketing tool for business. People check their accounts as often as they can. That fact alone is already an advantage for businesses in a sense that it is a readily available medium for them to promote their brands. However, this should be partnered with an effective marketing strategy to achieve successful end results.
Posted by: Sage Aumick | 09/21/2012 at 03:21 PM
Well, today, Facebook really gives your business a huge opportunity to grow. It has been proven for the past years how effective Facebook is in disseminating information. What you just need to do is to utilize it properly and efficiently, so that you’re sure that you will be able to cater your products and services well with regards to your target market.
Posted by: Jamie Viggiano | 09/27/2012 at 01:57 PM
I agree with "Distinguish your Facebook person and persona". Basically, your business and private life should be separate. They don't go well together, just like celebrities have their own personal lives. Another thing, it would be easier to detect those who are your target consumers if you separate your business profile with your personal one, and it would be much easier to connect with them on a business stand point.
Posted by: David Byrd | 10/04/2012 at 09:16 AM
Just like David, I agree with the “person and persona” tip strongly. The fact that you are basically anonymous on the internet means you can come up with a different identity. As a business owner, it’s very important to protect your own private identity, your business identity, and the identity of your business. Your personal and business identities shouldn’t mix. Stay professional while handling the business’s Facebook account, and do not put any personal updates on it. It will probably be best to have just one or two people handling the account as well, for consistency purposes.
Posted by: Matthew Leanna | 10/05/2012 at 01:56 PM