How to Set Up and Optimize Your Facebook

Business PageBy Mary Anne Baker

INNsights Internet Marketing

This class is for:● Beginners to Facebook Business

Pages● Those who have set up a business

page on Facebook and want to learn more about how to use all of its features

1. Why Facebook is Essential to Your Marketing Plan

2. How to Optimize Your Page for Search Engines

3. How to Optimize Your Posts for Facebook's Edge Rank

4. How to Navigate in the New Timeline5. How To Promote Your Page and Grow Your

Fan Base

What We Will Cover Today:

● 845 million users worldwide● 25% of these users are in the United

States.● 50% of Facebook users log in every

day.● The fastest growing demographic of

new users is ages 45-54.● It's Free.

Why Facebook for Business?

● Local Business - Your page is associated

with a physical location.These pages are also referred to as "places" on Facebook where people can "check-in."

● Brand - Your page features a business without a physical location.

Understanding Page Types

The "About" SectionPredominately featured at the top of your timeline. Local businesses: If your business is associated with a physical location, then it will list the subcategory, address, telephone number and hours of operation. No physical location: If your timeline features a brand without a single physical location, then it will let you add a description of up to to 255 characters. Use your keywords and add your website URL to create an active hyperlink to your website. This creates a very quick link that your visitors can click on.

Optimize Your Page for Search Engines

Sub-Categories If your Facebook Page is a Places Page (so people can "check in"), you will also have the ability to add sub-categories to your page. This is done from the Basic Information Tab. ● Must use options from the drop downs.● Tag your page with up to 3 different sub-categories

Optimize Your Page for Search Engines

Optimize Descriptions & General Information ● Write as much content as you can with

heavy keyword utilization● Use hyperlinks (include "www")● Use a conversational tone● Keep in mind that you are writing for Google

and other search engines.

Optimize Your Page for Search Engines

Page Titles & User Names● Your page title is the name of your business.

You can change the title as often as you like if you have less than 100 fans. Use a few extra words (keywords) in your title if it makes sense.

● Your User Name is a unique URL for your page: Facebook.com/username. This is sometimes referred to as a "personalized link." You will need 25 fans. You cannot change your user name once it is set.

Optimize Your Page for Search Engines

Using Facebook "as" your Page● Purpose:

○ To promote other businesses in the hopes that they will promote you back.

○ To comment on any Facebook Post as your Page instead of yourself personally.

Optimize Your Page for Search Engines

What is Edge Rank?Edge Rank is an algorithm that determines whether or not your posts show in your fan's news feeds. The three parts to the algorithm are:● Affinity● Weight● Time

How to Optimize Your Posts for Facebook's Edge Rank

● Affinity - How connected a particular fan is. If they like, comment, or share your content, then they have a high affinity score with your page.

● Weight - Types of interactions and types of posts have higher weights than others. For example, comments are worth more than likes, and photos and videos are worth more than status updates.

● Time - Newsfeeds are populated with posts that have the highest score at that moment in time. Your post will only hit the newsfeed if it has a higher score - at that moment in time - than the other newsfeed stories.

How to Optimize Your Posts for Facebook's Edge Rank

● Post pictures and videos● Ask questions● Invite people to "click like" if they agree...● Test and Re-Test - Review Facebook's

Insights to determine which posts have the highest interaction rates

● Re-post popular photos or videos - be careful to do this infrequently.

● Experiment with offering promos or discounts available only to fans. See some great examples at Facebook.com/sprinkles.

How To Make Sure Your Posts Are Seen

● Posts that receive the highest interaction rates are in the evening and on weekends, outside of business hours when page administrators are least likely to post. These posts have a 20% higher engagement rates.

● Don't use shortened URL's or third-party posting to make your posts. By making your own posts, it is 300 percent more likely to get clicked on.

● Most shareable words include "best", "most", and those that explain, such as "why" and "how"

● Unsubscribe rates go up after three posts per day. The secret is to find that balance between optimizing interaction and managing unsubsccribes, which is going to be different for every business.

How To Make Sure Your Posts Are Seen

● Follow other Pages on your personal profile that post content that your fans may be interested in.

● When you see an interesting post, use the share button at the bottom of the post to share on your Page.

● Follow your competitor's Pages on your personal profile - to learn what they are doing successfully with their posts (but don't share these posts - sharing is public).

Find Interesting Posts on Facebook

● Search on YouTube or on Google for interesting content.

● Look for a share button or Facebook icon to share that content on your own page.

● Remember that photos are ranked very highly as posts. If you post someone else's photo or article, make sure you credit the photographer or author. (if your post links directly to the photo or author, this is not necessary)

Find Interesting Posts on the Internet

Tagging: ● When writing a post, you can "tag" another Page. This creates an active link to

that page and also ensures that your post is posted on that page as well to further expose your Page.

● Use the @ symbol to tag.

● In order to be able to tag a post with an active link to that page, you must have "liked" that page within your personal profile.

Post your updates or specials on other Pages, such as your Chamber or another business partner. To do this, you must activate the "use facebook as" feature in the admin panel.

Other Post Tips

Feature Overview:● Cover Photo● Profile Picture● View and Apps● Pinned Posts● Larger Stories● Star and Hide Stories

How To Navigate in the New "Timeline"

Admin Panel● Manage● Build Audience ● Help● Notifications● New Likes● Insights● Messages

Management Tools

● Upload a new cover photo - dimensions are 851 x 315 pixels.

● Upload a new profile picture - use a high quality image up to 180 x 180 pixels. This is the thumbnail image in news feed stories.

● Pin a post each week - one that is important and interesting. Posts can stay pinned for up to seven days.

● Manage your page through the Admin Panel - view insights, new activity, personal messages.

Get Started with New Timeline

1. Put your personalized link (user name) in all of your print marketing materials:a. business cardsb. receiptsc. email signatured. signs

2. Put a "Like Box" (or link) on your websitea. Go to Edit Page, Resources, then "use social plugins"

3. Invite your Facebook friends, email contacts, and the share feature by using Facebook's "Build Audience" in admin panel.

Promote Your Page

Use Facebook Ads● Budget as little as $1.00 per day.● Target by zip code, city, state, or country● Target by keywords, age and interests● Pay per click is more effective that pay per

impression.● Use more than one version of your ad to see

which one performs best.

Promote Your Page

Google the term “Facebook Small Business Boost” to go to this page to sign up: https://www.facebook.com/marketing?sk=app_208227685926043 What you need to participate:

● A Facebook Page for your small business

● Your business must be based in the US

● Your page will need at least 50 likesHow It Works

● Get $50 in free ads if you have at least 50 likes on your Page

● Get $100 more in free ads if you add 100 more likes to your Page before April 1, 2012

● Win $10,000 more in free ads if you are one of the top 10 pages that gains the most new likes before April 1, 2012

Current Facebook Ads Promo

Next week we will learn about Twitter and how to link your Facebook posts to Twitter. Please set up a LinkedIn personal profile if you have not already done so. We will learn how to optimize and enhance your personal profile as well as how to set up a company profile. We will also learn how to set up a YouTube channel.

Next Week

Go to: www.SlideShare.net/INNsights This presentation will be posted there by Friday, March 8 at the latest.

For a copy of this presentation