So, you have a brand new Facebook Business page. Good for you! Whether you came to this understanding on your own or finally caved to nagging from your interns, you’ve taken an excellent step for the visibility of your business. We’ve reached a phase in social media development that nearly every business owner and entrepreneur now has a Facebook page. Having a page and using it successfully, however, are two completely different animals. Here are a handful of tips to get you headed in the right direction.
Tip #1: Finding things to post about is easy. You have something happening in your business every day that people need and want to know about. Right now, in my business, I’m writing a blog post. Am I going to post it on Facebook when I’m done? You bet I am. Events, collaborations, projects, products, new developments, new employees — all are opportunities to share.
Tip #2: Clearly introduce the things you share. Very often, I see businesses posting links with no additional information. Take a moment now and think, “Would I click on a link with no additional information?” Of course you wouldn’t. A simple introduction to a link could read like this: “Check out this great article about gender roles in the NYT. I was glad to do the interview, and I thank Janice Wilson for covering the issue in a balanced way.” Just let your people know what they are clicking on and why they should click.
Tip #3: Be yourself. Your business has a personality, a tone of voice. Often, that voice is YOUR voice. My voice, for example, is casual and playful. (My husband might add that it’s a little bit bossy.) Make sure that the overall thrust of your posts has your personality. After all, people don’t buy products. They buy YOU. Every so often, include a “behind the scenes” picture, a meaningful quote or a fun story. Use this as an opportunity to build and strengthen relationships.
Tip #4: Invite two way conversation. After all, we’re building relationships here, right?! (If you say no, go back to tip #3.) We want people to comment and interact, even if we don’t always agree with what they say. Don’t worry about complaints and criticisms. Seeing them on your Facebook page gives you the opportunity to address those elements productively and professionally. A customer who has had his or her issues addressed effectively can become the most loyal of clients. Be open. Be ready. Be responsive.
Tip #5: Post every business day. (This shouldn’t be hard, because of tip #1.) Yes, every single business day. Consistency is the name of the game. Because of the nature of Facebook business pages, not everyone will see a given post. Posting daily raises the likelihood of any one client seeing a post during any given week. It gives clients a reason to check your page frequently. It shows that you take your social media relationships seriously. It’s the way good social media business is done.
So, get to work, my friends. You have a page to build and relationships to strengthen!
Lezli Goodwin is Creative Director for Mad Science Consulting. She finds extreme joy in helping clients find their footing in the nebulous areas of social media, blogging and small business marketing. Follow her on Twitter @madscienceinc www.madscienceconsulting.com