5 things every business needs to do on facebook · facebook is for businesses • in march of 2010,...

5 Things Every Business Needs to Do on Facebook

Lisa Anteau

SVP Partner Marketing,

Customer Satisfaction

Download slides at: http://www.nfib.com/facebookforbusiness

Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive

http://www.nfib.com/facebookforbusiness

• Facebook & Small Business




Facebook IS For Businesses

• In March of 2010, Facebook surpassed Google as the single most visited website in a week (Hitwise)

• 1 out of 8 minutes online is spent on Facebook, February 2011 (Comscore)

• 1.5 million local businesses already have company pages (Facebook)

• 10,000 new websites integrate each day (Facebook)

• 55% of Facebook users are older than age 25 (Facebook)

US small businesses recognize word-of-mouth as the top way their customers find them,

followed by the internet and search engines (American Express OPEN and Search Engine Marketing Professional Organization (SEMPO) “Small Business Search Marketing Survey”)



http://www.americanexpress.com/open

http://www.americanexpress.com/open

http://www.sempo.org/

http://www.sempo.org/


#1 Have a Professional Facebook Company Page




Professional Company Page • Like other media frequented by

consumers, you must be there to be considered

• You must have an actual Page for your Company, not a profile

• Make your business stand out with a customized design that reflects your brand

• Create a clear goal for your Page; why should someone like your Page?

• Encourage visitors to like your Page

• Personalize your page with photos, unique call to action, and important information about your business

69% of consumers are more likely to use a local business if it has

information available on a social network – TMP ComScore study




Effective Company Page • Name your Page so that Google and

Facebook will find it

• Provide complete contact and business overview information on your Info tab; make it easy for customers and prospects to contact you

• Your “welcome tab” is your first impression; be sure to answer what’s next

• Keep page content fresh

• Create a “vanity URL” so that it is easy to advertise your Facebook page




#2 Generate Fans




Create a Fan Base • The 1st step to growing your business on

Facebook is building a fan base

• Tell your customers you are on Facebook

– Leverage e-mail, newsletters, invoices and other customer communications

– Advertise in your brick & mortar store

• Create opportunities for prospective customers to become fans

– Link your business website & Company page

– Include your Facebook page on your business cards

– Leverage the power of Facebook by networking with other local businesses




Announce Your New Page

• Email is an easy way to tell your existing customers and prospects about your Facebook page

• Facebook Tell Your Fans can help; or

• Create a customized e-mail using HTML for greater personalization

• Be sure that your contact list is “opt-in) and that you are compliant with CAN-SPAM regulations

The secondary reason that consumers are fans of a Facebook page is

because they are a customer of the company. (Exact Target X-Factor, 2010)




Facebook Advertising

• Facebook Ads provide a powerful way to reach your target customer

• Promote your page and business using Facebook advertising’s demographic targeting – Demographics (age, gender, relationship status,

language) – Geographic (city, state, country) – Likes and Interests – Education and Work

• Gain an added element of exposure for your business because of the volume of impressions generated

The social network now serves up nearly one-third of the display advertising that

Internet users see in the U.S., according to comScore (NSDQ: SCOR) (SCOR), and

delivers twice as many ad impressions as its closest rival, Yahoo! (NSDQ: YHOO)




#3 Communicate With Your Fans




Provide the Content Your Fans Want • Ensure your status updates

are effective

• Vary your content; in addition to exclusive discounts, provide your fans with a mix of event details, news, tips, and fun or personal facts

• Generate a feeling of exclusivity; provide news, discounts, tips, and other valuable content to Facebook Fans first

The primary reason that consumers are fans of a Facebook page is to

receive exclusive discounts and promotions. (Exact Target X-Factor, 2010)




Maximize Exposure on Your Wall • Provide concise posts;

engagement rate is significantly higher, the shorter the post

• Talk to your fans when they are listening

• Studies show that Wednesday afternoon is the most active time and day on Facebook




#4 Leverage Social Word of Mouth




Leverage the New Word of Mouth • Social media is the new

word of mouth; it provides a captive audience that has elected to engage with your business

• Create posts that inspire your fans to interact with you

• End status updates with a question to generate a response




Leverage the New Word of Mouth

• Facebook’s new feature,

Facebook Questions, provides an easy way to engage fans

• Create polls that encourage your customers to share their feedback




Leverage the New Word of Mouth • There are many additional ways to

encourage engagement on Facebook

• Create exclusive promotions or contests to encourage page visitors to become a fan, or to share information with others

• Provide important information on your page that is only accessible to those who like the page

• Generate community support by promoting a special cause

74% of consumers are more likely to use a local business if a connection




#5 Stay Involved




Monitoring Your Wall is Critical • Social media is a 2-way

conversation; you must be responsive

• Respond to posts from customers so they feel they are engaging with you

• Configure the Profanity Filter for your wall to prevent negative terms from being posted

• Handle negative commentary appropriately; address concerns with your Facebook community

81% of consumers believe that it is important for local

businesses to respond to questions and complaints on social sites.




Decide What’s Working • Review Insights regularly

• Understand who likes your page

• Learn what posts your fan base finds the most engaging

• Illustrates page activity including new and total likes

• Provides valuable information about fan activity illustrating what information they find interesting

• Provides key demographic information




Special Offer




Special Offer for Webinar Attendees • Web.com Facebook Company Page

-Professional images and design

-Access to Facebook Experts 60 min/mo.

-Monthly Updates included

• Your page, designed at no cost -1 month of free service1 month of free service

- 40/month* with no contracts thereafter

-Limited time offer, valid through August 10, 2011

Visit http://www.nfib.com/CustomFacebook *Customers on a monthly billing cycle are billed every 4 weeks.



http://www.nfib.com/CustomFacebook

http://www.nfib.com/CustomFacebook


Connect with us for help and questions.

Need help getting your Company live on Facebook?

Contact: www.nfib.web.com

Toll-free: 1-866-736-2011

E-mail: [email protected]

Web.com (NASDAQ: WWWW) provides online

marketing and web services to over 1 million small

businesses nationwide. We’re here to help.



http://www.nfib.web.com/

mailto:[email protected]



Additional Resources

Get Your Business Started on Facebook http://www.nfib.com/business-resources/business-resources-item?cmsid=51367

Facebook Extras:

How to Set Up Facebook Ads http://www.nfib.com/business-resources/business-resources-item?cmsid=55593

Facebook Places: How Small Businesses Can Use This Check-In

Feature http://www.nfib.com/business-resources/business-resources-item?cmsid=54852

How to Use Facebook Check-In Deals http://www.nfib.com/business-resources/business-resources-item?cmsid=57233



http://www.nfib.com/business-resources/business-resources-item?cmsid=51367





























5 things every business needs to do on facebook · facebook is for businesses • in march of 2010,...

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