How to use facebook for business 2011 hub spot ebook

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  • 1. How to Use Facebook for Business: An Introductory Guide Getting Started With Facebook to Achieve Business Goals

2. 2 How to Use Facebook for BusinessTable of Contents Section 1: Introduction to Facebook 3Welcome4What Is Facebook?5Why You Should Care5Facebook Vocabulary6Business Goals for Using Facebook7 Section 2: Setting Up Your Facebook Profile 8Personal vs. Business Accounts 9A Tour of the Facebook User Homepage11Step 1: Sign Up for Facebook12Step 2: Edit Your Profile 12Step 3: Join Networks 14Step 4: Connect With Friends14Step 5: Share Content & Information 15Step 6: Use Applications16Privacy Settings17 Section 3: Using Facebook for Business 19How to Set Up a Business Page 20How to Promote Your Page22Facebook Groups vs. Business Pages24How to Set Up a Group 25How to Advertise on Facebook25Understanding Facebooks EdgeRank Algorithm 29Facebook Marketing Best Practices 30How to Measure & Analyze Your Facebook Presence 33 Conclusion & Additional Resources35Tweet This Ebook!Tweet This Ebook! 3. 3 How to Use Facebook for Business Section 1:Introduction to Facebook Tweet This Ebook! Tweet This Ebook! 4. 4 How to Use Facebook for BusinessWelcomeAt this point, you have heard of socialmedia and inbound marketing. Maybeyouve experimented with Twitter andchecked out your kids Facebook profiles,and you can see the value for collegestudents who want to make sure theyre allat the same bar on Saturday night. But whydoes any of this matter to you or yourbusiness?Social media and inbound marketing are increasingly important assets forbusinesses to get found by and engage with potential buyers on the web. Thinkabout the way you find information about products and services are youwatching TV ads? Going through your junk mail? Or are you consulting a searchengine or a friend? People have gotten better and better at ignoring marketingmessages with DVRs, caller ID, and spam filters. Instead they visit Google andsocial networks for answers to their questions. The question for you is, will yoube there to answer it?Facebook is not an evil time-waster, a community just for younger generations,nor is it irrelevant for marketers even B2B folks. Rather, Facebook is a tool forconnecting people with those around them. And, as with any social media tool,marketers have an opportunity to use Facebook to expand their online footprintand directly engage with customers and prospects.But yes, it can be difficult to figure out what you can and should do. And yes, itcan be quite a feat to convince your CEO to let you incorporate Facebook or alarger social media strategy into your marketing plan. But, armed with the rightknowledge and metrics, it is possible.So here we go. In an effort to get marketers up to speed with how to useFacebook for business, this ebook will walk you through absolutely everythingyou need to know to get started with using Facebook for marketing to drive realbusiness results.Tweet This Ebook!Tweet This Ebook! 5. 5 How to Use Facebook for BusinessWhat Is Facebook?Facebook is a social network for connecting people with those around them friends, family, coworkers, or simply others with similar interests. Facebookstarted in 2004 as a closed community for college students (requiring users tosign up with a valid university email address) but has since expanded beyond thatto schools, corporations, and any user across the world. Facebook allows usersto connect and share information in a variety of ways.Why You Should CareFacebook currently has over 750 million active users, and that number continuesto grow steadily. According to Compete.com, it is currently the second mostpopular website in the world (behind Google) in terms of unique visitors, andaccording to ComScore, the most popular social network overall.Think your customers arent on Facebook? There are tens of thousands of work-related, collegiate, and high schoolnetworks.According toInsideFacebook.com, approximatelytwo thirds of U.S. Facebook users areoutside of the college demographic,and users age 26 to 64 make upmore than half of Facebooks U.s.user base. While Facebook startedoff as a community for collegestudents, it has expanded far beyondthat, and youd be hard-pressed tofind a demographic not yet represented among Facebooks 750 million users. Tweet This Ebook! Tweet This Ebook! 6. 6 How to Use Facebook for BusinessFacebook VocabularyQuick Reference GlossaryApplication a program that allows users to share content and interact withother usersEdgeRank an algorithm used by Facebook to determine what content getsshown in users News Feeds (more on this later)Fan Facebook users who choose to Like and become a fan of anorganizations pageFriend 1.) (n) personal connection on Facebook; 2.) (v) to add a Facebookuser as a friendFriend List organized groupings of friendsGroup a collection of Facebook users with a common interest; any Facebookuser can create and join a Facebook groupLike(s) 1. (v) within Facebook, to like a business Page means youve become afan of that page; 2. (v) within Facebook, to like others comments on their wall ornews feed; 3. (n) the number of users who have liked your page; 4. (n) outside ofFacebook, to like something using that has installed the Facebook like buttonNetwork an association of Facebook users based on a school or workplaceNews Feed an aggregation of ones friends wall posts published on a usersFacebook homepagePage official presence for public figures, artists, bands, businesses, places,entertainment, causes, brands, or products to share information and interact withfans on FacebookProfile presence for individuals to share information and interact with friendsand organizations on FacebookWall the core of a profile or page that aggregates new content, including posteditems (e.g. status updates) and recent actions (e.g. becoming a fan of a page) Tweet This Ebook! Tweet This Ebook! 7. 7 How to Use Facebook for BusinessBusiness Goals for Using FacebookThere are a number of good reasons for businesses to participate in and maintaina presence on Facebook. Here are a few: Get found by people who are searching for your products or services Connect and engage with current and potential customers Create a community around your business Promote other content you create, including webinars, blog articles, or other resources Generate leads for your businessThis ebook will discuss how to use Facebook to achieve these business goals. Tweet This Ebook! Tweet This Ebook! 8. 8 How to Use Facebook for BusinessSection 2: Setting Up Your Facebook ProfileTweet This Ebook!Tweet This Ebook! 9. 9 How to Use Facebook for BusinessPersonal vs. Business AccountsOn Facebook, Profiles are meant for people, and Pages are meant forbusinesses. To fully engage and leverage Facebooks features, you shouldcreate a personal profile. If youre worried about privacy or balancing businessand personal contacts, well cover that in the next section.What Not to Do:Do not create apersonal profile foryour business.Profiles are forpeople, Pages arefor businesses.Do not create a personal Profile for your business. Profiles are for people; Pagesare for businesses. Facebook has built significant functionality specifically forbusinesses, and all of this functionality is only available for Pages. Well talkabout Pages more in a later section.There are a few key differences between Business Pages andPersonal Profiles: Pages allow you to designate multiple administrators so you can have more than one person help manage the account. In addition, if one of your administrators leaves the company, you can still have control over the Page. Pages are, by default, public, and are starting to rank in Facebook and public search results. Pages are split into different categories (local businesses, brands, musicians) that help you get listed in more relevant search results.Tweet This Ebook! Tweet This Ebook! 10. 10 How to Use Facebook for Business Personal profiles have friends, which require mutual acceptance, whereas anyone can become a fan of your Page without needing administrator approval.Worried about privacy? Facebook is very flexible in letting you control yourexposure on Facebook. A later section will discuss how to customize your privacysettings to control who sees which parts of your profile so you can safely engageon Facebook with both personal and business contacts.Tweet This Ebook!Tweet This Ebook! 11. 11 How to Use Facebook for BusinessA Tour of the Facebook User HomepageNotification Icons: NewDisplay Options: Allows you to choosefriend requests, messages, between a view of friends most recentand notifications, including posts or top news determined bywall posts, comments, etc. *EdgeRank. Core Features: News feed,Publisher: Post a status update, Account Settings: Privacy inbox messages, upcoming photo, link, or video to besettings, logout, Help Center, events, and friends lists and published to your profile and toand more important features requests.your friends news feeds. to manage your account.Groups: View thegroups you are a News Feed: Your friends mostmember of or create arecent activities (posts, photos,Facebook Chat: Chat with yournew group. etc.) throughout Facebook.Facebook friends via instant message within Facebook. There are group chatting and video Secondary Features: View calling capabilities, too!Events: Create an your and friends photos,event and view browse through marketplacebirthday reminders listings, add newand event invitations. applications, and more.Tweet This Ebook!Tweet This Ebook! 12. 12 How to Use Facebook for BusinessStep 1: Sign Up for FacebookVisit www.facebook.com, and sign up for a free account by completing theinformation requested.Step 2: Edit Your ProfileClick on Profile in the top, right-hand navigation bar. Dont worry about thehomepage you see here quite yet well cover that later on once you completeyour profile and add some friends. Tweet This Ebook!Tw