Facebook Marketing Fundamentals

I was invited to teach a workshop on Facebook marketing for students at the Touro College Graduate School of Business in New York City. Since I’m still in teacher mode, here’s an overview of the fundamental strategies I presented:

Make a fan page
Do you really need a fan page? Yes, you do. Think of the fan page like your Facebook business card. This is where potential customers or clients come to find out about you as a professional.

Which picture to use: Use the same picture for all your social media accounts, including your fan page. That way, if someone finds you on one platform and searches for you on the other, the picture will reassure them that they’ve found the right business. Also, don’t post a photo to your fan page of you doing the YMCA at your cousin’s wedding (that’s what your personal profile is for).

What to write: Keep your fan page content professional, positive, and business-focused. Update it with the most accurate information about your company. Post content that shows how well-versed you are in your field of expertise.

Getting a username: Once you have over 25 fans, you can get a customized page name. Signing up for a user name makes the URL of your page more SEO friendly and easier to remember for others.

Pick the right setting: There is an option for page administrators to “Use Facebook as (your page)”, as if your fan page was a personal profile. You can “Like” other pages, comment on the walls of other pages, and upload photos or links to other pages all under the pseudonym of your Fan Page. This feature can help you reach out to other Facebook communities.

Engage your fans
Setting up a fan page is the easy part. The challenge of Facebook marketing is to draw in an audience and keep them engaged.

• Build a foundation from what you already have. Invite your personal friends to “Like” your new fan page. Ask them to suggest your page to their friends who may be interested in your business.
• Avoid being too self-promotional or sales driven. No one likes to be marketed to, so give your fans a buffet of material to choose from. Include links to your website and news that comes up about your business. But also consider posting content that relates to the larger industry. Position yourself as an expert. The fans will respect you more.
• Mind your Facebook manners. Limit your posts to about 1-5 times per day to avoid overwhelming your fans with updates. Thank people for liking your page. Work to keep your fan base happy and you will be on your way to creating an active community.

Maximizing ROI
Add your Facebook icon and a link to your marketing materials including emails, your website, your blog, and other social media sites.

Be as visible offline as you are online. If you have an active page with followers commenting, sharing, and inquiring about your business, follow up with them offline. Solidifying your online connections will help you get a solid return on your investment faster.

Keep track of your numbers and metrics with Facebook Insights. Page owners can use this tool to analyze trends and improve their marketing strategy as a result. Don’t dwell on these numbers, but make sure you are tracking them at least once a month.

What else?
Did I miss anything? What strategies have worked for you on Facebook? Has Facebook marketing been beneficial to your business? We want to know!