How to Use Facebook for Business

Social media is being pushed on businesses more and more. Do you feel like your business is too late in the game? Not sure what to do to just get started? Here’s a beginner’s primer on using Facebook for your business and your fans.

Create a Fan Page

First things first, create a page for your business. Make sure you have a few photos and a logo on hand, and choose the appropriate categories related to your business. When creating the page, try to fill out all the information right off the bat, so you don’t have to come back to it later. Some things, like a vanity URL, can only be created when you have enough fans, but start with what you know.

Make the Page Engaging

Once the basic information about your page is filled out, try experimenting with adding apps, creating a landing page, or having fun with your images. Try looking up “great Facebook business pages” for inspiration, because a number of blogs have done different roundups pointing out a number of unique features. Remember, make your business unique instead of feeling like you need to have the exact same features that other company pages do. You can always change it later!

Advertise the Page to Your Fans

Once you’ve created the page, it’s time to start getting some Likes. Ask your coworkers, family, friends, or loyal customers for the first likes directly, so that you at least have a few. If you have a newsletter, make an announcement about the new Facebook page and solicit Likes and design suggestions.

Once you have established a small fanbase, add a Facebook widget to your website. This can give social proof to new visitors while enabling anyone to Like your page without even leaving your website.

Start Conversations

As people join your fanbase, it’s time to let them know that you’re listening. In your account settings, you can switch to using Facebook as your page, which means that your comments will display the company name and profile picture instead of your personal picture.

Once people have become a fan, they rarely return to your company’s fan page. Instead, you need to depend on getting stories in their News Feed to help them make more of a connection with your company. Facebook’s algorithm determining what appears in a particular user’s News Feed incorporates how popular a post itself is (likes and comments), as well as how often that user interacts with a particular organization’s posts and page. So the more interaction you can encourage, the better!

Try posting surveys, questions, links, or announcements. Request likes and comments directly by saying something like “I can’t wait for summer. Like this if you agree!” or asking a question like “I can’t wait to jump in the pool. What is your favorite summer activity?” Post links to your blog or other relevant information – and if you post a link and ask a question at the same time, you can get even more exposure.

Remember, most companies on Facebook display a more casual, fun-loving side. Though you don’t want to alienate your fans if they expect more of a corporate persona, consider relaxing your communication style while still being respectful.

Talk Back

Facebook has become a powerful tool for customer service, which requires two-way conversation. Make sure that you are monitoring the activity on your Facebook page, and ready to answer questions, compliments, or complaints. Saying a simple “Thank You” is a nice touch if someone is just dropping by to say they like your products or services.

Complaints are more tricky to address, but try to make it clear that you respect your customer’s experiences and that you are willing to fix it or change something in the future. Stay personal, professional and sincere – sarcasm or jokes are bad ways to respond to problems anyway, and especially online where no one can hear how you are saying something.

Also, if you don’t know how to answer a question or complaint, leave a comment anyway letting someone know that you are following up and finding out an answer. Otherwise, even if you are working on it, your customers might feel like they are being left waiting.

Just Try It

You don’t have to use Facebook perfectly to start using it for your business. You will inevitably learn more as you continue to use it, but for now you should just give it a shot!