Facebook Marketing Guide - Comprehensive Strategies
The Importance of Facebook Marketing
In today’s digital landscape, a presence on Facebook is often considered essential for visibility. Individuals and organizations involved in marketing, whether promoting a business, product, or public persona, recognize this necessity.
Establishing a Facebook presence is widely acknowledged as a crucial step, given the platform’s extensive reach.
Introducing “You Like This: The Facebook Marketing Guide”
A comprehensive resource for navigating Facebook marketing is available through MakeUseOf’s latest manual, “You Like This: The Facebook Marketing Guide,” authored by Angela Alcorn.
This guide provides detailed insights into effectively promoting yourself, your company, or your core values on the Facebook platform.
Key Elements of Successful Facebook Marketing
To maximize the effectiveness of Facebook marketing initiatives, a thorough understanding of the available tools is paramount.
This includes knowing how these tools function, adhering to established best practices, and correctly configuring them for optimal performance.
However, mastering these elements is only the initial phase.
Successfully integrating these components will enable streamlined management of marketing campaigns across various Facebook products, executed with both efficiency and sophistication.
The guide empowers users to coordinate their marketing efforts seamlessly throughout the Facebook ecosystem.
Table of Contents
This document provides an overview of essential aspects related to the subject matter. It is structured to guide users from initial setup to advanced techniques.
§1–Introduction
The following sections detail the necessary steps for effective utilization. This guide aims to equip individuals with the knowledge required for successful implementation and ongoing management.
Understanding the core principles outlined herein is crucial for maximizing benefits. We will explore fundamental concepts and practical applications throughout this document.
§2–First Things First: Getting Started
Initial setup involves several key procedures. These must be completed before proceeding to more advanced configurations.
First, ensure all prerequisite software is installed and correctly configured. Verification of system compatibility is also recommended.
Next, a user account must be created with appropriate permissions. This account will be used for all subsequent administrative tasks.
Finally, familiarize yourself with the user interface. A thorough understanding of the layout will streamline future operations.
§3–Administration
Ongoing administration is vital for maintaining optimal performance. Regular monitoring and proactive maintenance are essential.
User Management is a critical administrative function. This includes creating, modifying, and deleting user accounts.
System Updates should be applied promptly. These updates often contain important security patches and performance improvements.
Data Backups are crucial for disaster recovery. Implement a regular backup schedule to protect against data loss.
Consider utilizing automated tools for routine administrative tasks. This can significantly reduce workload and minimize errors.
§4–Tips and Tricks
Several techniques can enhance efficiency and improve overall results. These are based on practical experience and best practices.
Utilize keyboard shortcuts whenever possible. This can dramatically speed up common operations.
Explore advanced configuration options to tailor the system to your specific needs. Customization can unlock hidden potential.
Regularly review system logs for potential issues. Proactive identification of problems can prevent major disruptions.
Don't hesitate to consult the official documentation for detailed information. The documentation provides comprehensive guidance on all aspects of the system.
§5–Conclusion
This guide has provided a comprehensive overview of the key aspects. Successful implementation and ongoing management require diligence and attention to detail.
By following the principles outlined herein, users can maximize the benefits and achieve optimal results. Continued learning and adaptation are encouraged.
Remember to prioritize security and data integrity throughout all operations. These are paramount concerns for any system administrator.
1. Introduction
The extensive user base and ease of direct engagement have propelled Facebook to the forefront as a significant marketing platform. If you are involved in promoting a business, product, musical group, or public persona, you’ve likely received guidance to establish a Facebook presence, given its substantial reach.
Perhaps this is the reason you are consulting this guide.
To maximize Facebook’s potential for marketing, a comprehensive understanding of available tools, their application, optimal strategies, and setup procedures is essential. However, this represents only the initial phase. Successfully integrating these elements will enable you to efficiently manage your marketing campaigns across Facebook’s diverse product offerings.
2. First Steps: Initial Setup
2.1 Corporate Entities Should Utilize Dedicated Features
Facebook profiles are intended exclusively for individual users. Should you be representing a business, organization, event, or collective, it is essential to register on Facebook as an individual. Subsequently, establish a Facebook Group, Page, or Event as appropriate for your needs.
You can then designate other members of your organization as co-administrators. Personal accounts identified as inauthentic – that is, not representing a genuine individual – are susceptible to removal by Facebook. Avoiding this outcome for your business is paramount; therefore, refrain from creating a personal account under a business name.
Recently, the platform has introduced Business accounts, specifically designed for managing Pages and advertisements. While these accounts have limitations, they offer valuable functionality. Further information can be found under the “Facebook Pages” section.
2.2 Prioritize Your Individual Privacy
If you serve as a public representative for your company or organization – particularly if you are the originator of a Facebook event, group, or page – users may seek additional information about you. Consequently, it’s crucial to configure your personal account’s privacy settings to project a professional image.
This will also prevent potential exposure of yourself or your personal connections to unwanted attention. The MakeUseOf Facebook Privacy Guide provides comprehensive guidance on securing your privacy settings.
2.3 Maintain a Distinction Between Professional and Personal Activities
When establishing a Facebook page for professional purposes, it is advisable to keep it distinct from your personal network. Avoid soliciting “likes” for your work page from your Facebook friends.
Allow the page to gain traction organically. This approach benefits both your business’s reputation and your personal privacy, professional standing, and relationships with friends. Organic growth is always preferable.
3. Administration
This guide assumes a general familiarity with Facebook and will detail the setup of Groups, Pages, Networks, and Applications from an administrative perspective.
These configurations are accessible to all users while logged into their personal Facebook accounts. Following setup, additional administrators can be assigned to assist with management, a practice highly recommended for ensuring consistent oversight. Regularly review and update administrator access as needed.
3.1 Group or Page?
Consider your objectives when deciding between creating a Facebook Group or a Page. Generally, Facebook Pages are ideal for establishing a public presence. This is the best option for managing events, organizations, companies, movements, or products.
Conversely, if you're coordinating a smaller community, a Facebook Group may be more suitable. Key distinctions lie in publicity, statistics, and event invitations. Pages provide regular data on follower demographics and are easily promoted through widgets and the “like” function. However, event promotion on Pages is limited to news feed updates; direct invitations require existing friendships.
A choir or theatre group exemplifies how both a Group and a Page can be beneficial. The Group can facilitate internal communication among members, while the Page can promote performances and news to fans. Similarly, events can utilize a Page for broad promotion and a Group for coordinating staff and volunteers.
In essence, Groups are best suited for internal communication, while Pages serve as an effective public face.
3.2 Facebook Groups
Groups created today are the “new” group format introduced in late 2010. These groups are primarily closed, accessible only to members. They automatically include group chat functionality and a dedicated email address for group-wide communication, functioning like a mailing list.
Before creating a group, search Facebook to see if one already exists. If not, navigate to the Groups application from your home page. You’ll find a “Create a Group” button prominently displayed.
You will then define the group’s name, members, and security settings. The most crucial decision is the privacy setting. For small communities, a closed group is typically best, allowing people to discover and request membership while maintaining a degree of privacy.
These settings can be adjusted later through the “Edit Group” and “Customize” tabs. Tailor the group to your specific needs, and if uncertain, start with a closed group and adjust as necessary.
Further group information can be added and edited as needed.
An email address can be assigned to the group for use as a mailing list, configurable within the group settings.
Facebook will prompt you to promote the Group by sharing it on your wall or inviting friends. When these individuals join, the group will appear on their profile and news feed, expanding its reach.
To designate an administrator, go to the “Members” tab. An option to “Make Admin” appears next to each member. Administrators can approve new members, edit the group, send messages, and remove other administrators (provided they have been members for a shorter duration). Adding trusted administrators promptly is recommended.
Group photos can be uploaded and changed at any time, mirroring the process for profile pictures.
3.3 Events for Groups
To create a group-hosted event, navigate to your group page and click the “Event” link in the status bar.
The event creation process is similar to creating an individual event, with the addition of a checkbox allowing you to invite all group members.
Note: For larger events where attendees may not know each other, hiding the guest list can protect their privacy.
Essential steps when creating events include:
• Setting the correct time, date, location, and event name.
• Defining the event’s privacy settings.
• Adding details, such as required items or a relevant image.
• Inviting attendees.
Remember to protect privacy – avoid sharing personal details (addresses or phone numbers) on public events.
3.4 Facebook Pages
Facebook Pages are designed for businesses, brands, products, public figures, bands, and websites. If you manage one of these entities, creating a Facebook Page is recommended for connecting with your audience.
If a Page already exists for your product, don’t be overly concerned. It may have been created by a fan seeking to promote your cause. You can potentially claim ownership or discuss shared management with the current owner. Facebook may also offer to delete the existing page. Consider the impact on your fans when making this decision.
The Page creator should be a reliable and technically proficient member of your organization, capable of representing your brand publicly. Their stability and understanding of public relations are crucial, as they may be the primary point of contact.
Alternatively, Pages can be created with a business account, accessible without logging in with a personal Facebook identity. Navigate to Facebook Pages and follow the prompts to create a business account.
Enter an email, password, and date of birth to proceed. Business accounts are solely for Page and Advertisement administration and do not offer the features of personal accounts.
Immediately assign multiple reliable, tech-savvy administrators to the Page. This safeguards against issues like account hacking, creator departure, or inability to access the account.
Ensure administrators maintain appropriate privacy settings to protect themselves from public scrutiny.
To add administrators, edit the page and click “Manage Admins”.
Once created, customize your Facebook Page to accurately represent your brand. Add essential introductory and promotional information.
Tip: Bookmark your Page for quick access by clicking “Bookmarks” and “Add Bookmark” in the navigation menu.
New Pages automatically notify administrators of comments, with the option to enable email notifications. Photos are displayed prominently, similar to user profiles.
Administrators can comment and “Like” other pages on behalf of the Page by selecting “Use Facebook as Page” from the account menu.
Older Pages may have different navigation and notification systems, but all Pages will be updated in March 2011.
3.5 Facebook Page Insights
Administrators can access Page statistics through the Insights page. This provides graphical representations of data, including daily “Likes”, post engagement, and demographic information. Insights can also be emailed weekly.
Analyzing these statistics informs content strategy, identifies audience interests, and guides future promotional efforts.
3.6 Events for Pages
Businesses, brands, and public figures can promote events through their Facebook Pages. Common event types include sales, launches, tours, signings, performances, parties, and fundraising drives.
Event creation is now managed through the Page’s applications. Navigate to your Page, click “Edit Info”, then “Applications”, and select the Event Application to begin.
While direct invitations to Page fans are not currently possible, the event will be promoted on the Page’s timeline.
Alternatively, a related staff or volunteer group can create the event, allowing for immediate invitations to group members. See “Events for Groups” for instructions.
3.7 Facebook Community Pages
Facebook Community Pages are automatically generated using information from Wikipedia, Facebook Questions, and updates related to the topic. They typically focus on towns, cities, and regions.
Engage with these pages by “Liking” them and adding them to your Page’s favorites.
Posts mentioning the Community Page will appear in the “Related Posts” section, increasing visibility.
3.8 Facebook Networks
Facebook Networks once grouped individuals by country, school, or business. While still available for businesses and schools, their significance has diminished. They can validate employee or student affiliations by verifying domain-based email addresses.
For marketing purposes, Groups, Pages, and Places are now more effective than Networks.
3.9 Applications
Facebook applications can be highly viral and effective marketing tools. However, a clear understanding of your objectives is essential before creating one.
Developing an application from scratch is beyond the scope of this manual. Consult Facebook’s “Getting Started” guide for application developers.
3.10 Facebook Connect
Facebook Connect allows users to log into your website using their Facebook credentials. It can be used independently or alongside other login services like Disqus. WordPress plugins simplify the setup process.
When users “Like” content on your site through Facebook Connect, it appears on their news feed, promoting your content to their friends.
Begin with the Facebook Developers Page.
3.11 Facebook Instant Personalisation
Instant Personalisation displays which posts a user’s friends have liked on your site, increasing engagement and time spent on your site.
Learn more about Facebook Instant Personalisation here.
3.12 Advertising
Facebook advertising offers exposure to up to 500 million users, targeted by demographics like location, age, and interests.
Advertisers can set budgets, choose between cost-per-click (CPC) and cost-per-impression (CPM) pricing, specify user interests, and target specific locations. This makes Facebook advertising viable even for non-profit organizations.
Facebook provides a comprehensive advertising guide with case studies and tips.
3.13 Facebook Places
Facebook Places allows users to “check in” to venues, notifying their friends of their location. This increases venue exposure and fosters loyalty.
To manage your business in Facebook Places, search for it in the search bar. If it exists, claim it by following the “Is this your business?” link and completing the verification process. You’ll be verified by phone and can then edit the business details.
If your business isn’t listed, add it while physically at the location using a supported device. Navigate to Facebook Places, click “Check in”, then “Add”, and fill in the details. Claim the place after it’s created.
Offer discounts or rewards for check-ins to encourage engagement and word-of-mouth publicity.
3.14 Merging Facebook Places and Pages
Merging your Facebook Places location with your Page is possible, but not always recommended. It’s suitable for small businesses with specific Pages but not for franchise locations linked to global brands. Some functionality, like landing page customization, may be lost.
While some believe merging simplifies branding and administration, carefully consider the implications. To merge, visit the claimed Place and click “Merge this place with a page”. Facebook staff will verify the match before completing the merge, which is irreversible.
4. Tips And Tricks
Numerous strategies exist to enhance your business’s visibility on Facebook. A well-considered combination of Facebook’s tools and proven marketing techniques can yield significant results. Understanding Facebook’s inner workings, its user base, and what resonates specifically on the platform is also crucial for improvement.
Below are some effective ideas for marketing your business on Facebook.
4.1 Avoid Over-Reliance on Facebook
A key principle to remember is that content posted directly to Facebook remains largely confined within the platform. To prevent your company from becoming overly dependent on Facebook, prioritize creating content on other channels, such as your blog, and then share links to it on Facebook. Some users even synchronize Twitter updates with Facebook to broaden content distribution.
While Facebook currently holds a dominant position, its future is uncertain. Maintaining Facebook as a component of a broader marketing strategy, rather than its entirety, positions you favorably for future changes.
4.2 Cultivate Engaging Content
Similar to blogging, Facebook pages should consistently offer engaging content that avoids unnecessary controversy. Pose questions, share compelling stories – prioritize maintaining interest. Avoid overtly promotional language and refrain from boring your audience. Provide valuable tips, highlight relevant news, and actively encourage comments and feedback.
4.3 Sharing Links on Your Page
One of the most efficient methods for engaging your audience is to share links to high-quality content and solicit their opinions. Ensure you select an eye-catching thumbnail image to maximize attention.
To accomplish this, navigate to your Page’s status bar and click “Link,” then paste the URL.
The same process applies to sharing photos, videos, questions, and status updates.
4.4 Moderate Posting Frequency
Excessive posting can lead users to unfollow your Facebook Page if it overwhelms their news feed. Determining the optimal posting frequency is subjective, but a rate of once per week to once per day is generally considered sufficient.
4.5 Enhance Your Facebook Page’s Visual Appeal
Photos contribute to a brand’s trustworthiness and add visual interest. A large vertical banner as a profile picture is an easy way to enhance your Facebook Page’s appearance. The current size limit is 180x540px, allowing it to occupy the entire left-hand panel and inject more color into your page.
You can also create a visually striking splash page by setting a custom landing tab. These landing pages can be tailored to display different content to first-time versus returning visitors. This allows you to provide a comprehensive overview to potential audience members while offering more focused updates to existing fans.
If you need inspiration for your welcome tab, search online for “best Facebook pages” to find numerous blog posts showcasing innovative designs.
Adding an application is the simplest way to create a welcome tab. Go to “Edit Page” and select “Apps.” A suggested application, Static FBML, should be available (or use the provided link). Adding this application allows you to write custom HTML for the tab, enabling the inclusion of images, videos, and interactive elements. Click “Go To Application” to edit the tab’s HTML.
To change your default landing tab, visit your page’s wall, click “Edit Page,” and then “Manage Permissions.” Adjust the options for “Default landing tab for everyone else” to select the FBML tab.
Pagemodo (also available here) offers another option for creating landing tabs.
A subtle design trick is to incorporate some whitespace at the top of your landing page to remind users to “Like” your page.
Clearly communicate the value proposition of liking your page – what kind of tips and tricks will followers receive? This clarity will encourage engagement and ensure followers are genuinely interested in your updates.
Experiment with the new page design, which now features photo thumbnails across the top, similar to personal profiles. Utilize the same design techniques available for personal profiles to make your wall more visually appealing.
4.6 Importing Blog Posts to Page Notes
While Facebook links generally receive more attention than Facebook Notes, Notes can serve as a convenient way to manage updates to a Facebook Profile.
To do this, go to your page’s notes tab and import the RSS feed for your blog. Also, ensure your wall settings allow for auto-expanding of comments so that thumbnails of blog images are included in the update on your wall.
This approach is suitable for those seeking a set-and-forget solution. While it may not foster deep engagement, it’s preferable to a stagnant page.
4.7 Utilizing Facebook Page Applications
Integrate other social media efforts by using Facebook Page applications to showcase content from platforms like Flickr, YouTube, Tumblr, Slideshare, and Twitter. Avoid redundant content creation by leveraging existing assets. Non-profit organizations should also consider using Causes to support their campaigns.
Access your current applications and discover new ones by going to “Edit Page” and “Apps.”
4.8 Engaging with Facebook Questions
Facebook Questions is a feature you may have encountered as a regular user, but it can also be a valuable marketing tool. Occasionally use Facebook as your Page (“Accounts” then “Use Facebook as Page”), then search through Questions to answer user queries. This demonstrates your expertise, builds brand awareness, and provides value to your customers.
Consider posing thought-provoking questions or creating polls to stimulate conversations related to your brand. For example, a pool cleaning company could initiate a discussion about preferred pool cleaning products and the reasons behind those choices.
Explore polls and quizzes from other applications as well.
4.9 Encourage Mentions of Groups, Events, and Pages
Encourage and educate your fans to mention your Page, Event, and Groups in their status updates. Users can do this by typing "@" followed by the first letters of your page/event/group’s name until they can select it. This is a simple way for them to share your promotions with their network.
4.10 Giveaways and Contests
The marketing principles that work in the real world can also be effective on Facebook. Host giveaways and contests, but ensure compliance with Facebook Guidelines when promoting them.
Asking your fans to vote on something is another excellent way to boost engagement and encourage them to share your page with their friends.
Love UK has successfully implemented this strategy, using Places and a custom application to create a leaderboard of the best destinations in the UK. Their application also allows users to see which of their friends have visited these locations, fostering further interaction and potential future trips.
4.11 Promote Your Facebook Presence Both Online and Offline
Utilize real-world signage and business cards to promote your Facebook Page, Place, events, and online competitions. Maintain a consistent flow of promotion between online and offline channels.
Similarly, feature your Facebook Page, Events, Places, and photos on your blog and other online profiles.
Facebook offers a variety of widgets for your websites, ranging from script-based to image-based, ensuring you can find a suitable option.
Go to “Edit Settings” on your page and click “Marketing,” then “Get a Badge” or “Add a like box to your website.”
From here, you can also create an advertisement for your Facebook page. Be sure to include a like button, a recommendation from Facebook Advertising.
4.12 Define Clear Goals
As with any marketing endeavor, establishing quantifiable goals for your Facebook strategy is essential. How many “Likes” do you aim to achieve, and by when? How many comments do you hope to receive each week? How much traffic do you want Facebook to drive to your website?
Alternatively, focus on customer service-oriented goals: How many customers have you assisted? How have you fostered a sense of community around your brand?
Once you define your goals, you can develop a strategy to achieve them. This may require consistent updates from multiple team members to maintain momentum.
4.13 Implement Moderation
If you allow comments or photo uploads, designate someone (or a team) to moderate your Facebook Page for abusive or offensive content. To ensure positive interactions with your fans, clearly define acceptable and unacceptable posts, outlining what will be removed and what will be retained.
New Facebook Pages simplify moderation with features like keyword blocklists to automatically filter content. You can even automatically block profanity using a dropdown filter. Go to “Edit Settings” and “Manage Permissions.”
4.14 Maintain Authenticity
Ensure your brand remains true to its core values. Avoid attempting to be something you are not on Facebook. Inject a human touch by allowing your staff to interact with your fans. Having staff members sign off on posts with their names can help showcase the personalities behind the brand.
4.15 Show Appreciation to Your Fans
Don't take your fans for granted. Offer discounts or rewards whenever possible. At a minimum, express your gratitude for their support.
4.16 Encourage Engagement and Facilitate Conversation
If your fans are leaving comments (positive or negative), ensure someone is available to respond promptly. Address PR and customer service issues immediately, and continue to encourage conversation.
Facilitate communication among your followers by allowing them to upload photos or ask questions to one another.
4.17 Additional Facebook Marketing Resources
Here are some Facebook-run pages that will help you learn from others’ experiences through case studies, news, and ideas.
• Non-Profit
• Media
• Influencers
• Pages
• Facebook Marketing Solutions
• Facebook Live Application
Also, be sure to follow the MakeUseOf page on Facebook!
Conclusion
Facebook marketing is a dynamic field subject to frequent and unpredictable shifts. While fundamental marketing concepts remain relevant, maximizing your return on investment necessitates a primary focus on fostering engagement, initiating conversations, and delivering exceptional customer support.
Providing valuable information, creating easily shareable media, and utilizing compelling visuals are also crucial. Avoid an overly promotional approach in your content strategy.
Remaining vigilant for emerging strategies and techniques is also recommended. Regularly consult resources dedicated to Facebook administration and marketing – particularly those from MakeUseOf.com – and observe the successful practices of other organizations.
Further Exploration
- Discover Engaging Ideas to Enjoy on Facebook
- Leverage IFTTT Automation for Enhanced Facebook Page Management
- Explore a Guide to Facebook Gifts for the Holidays
- Learn How to Identify and Avoid Fake Facebook Accounts for Enhanced Security
- Investigate the Psychological Impact of Facebook and Potential Addiction [INFOGRAPHIC]
Publication Date: April 2011
