Let’s start with an important statistic that shows how important Facebook can be for your business: 42% of the Swiss population is on Facebook.
“If you’re a business or public figure, you need a Facebook page, not a profile”. The Facebook page gives you access to special features to manage it that the private profile doesn’t.
Create your page – Start to brand yourself
There are several places where you can start creating your page on Facebook.
- From your Home feed, on the left, there’s a “Create Page” link.
- From Facebook Search field at the top of the page, type “Create Page” and the option will appear right below.
- From any other page that you are visiting, click the “More” button then the “Create Page” option.
From there select the type of Page you want to create, use the dropdown for precision and follow the Set up wizard.
Don’t forget to upload a profile and a cover picture, visuals are very important.
What’s in there – Tabs, buttons, …
Next, go to the About tab and fill in a maximum of information, don’t skip anything relevant.
Then, set a “Call to action” button, what do you want your visitors to do? Sign up for your newsletter, visit your online shop? Some of those options, like “Call now” and “Send a message” will only show up on mobile, and the Message button is there anyway, so just pick another option.
Now go to the Settings tab and take your time, fill in, explore and test, use the little (?) beside each setting to see what each option is for.
Make a decision about Visitor posts, make sure there’s a tick in the Message option and let Others tag your page.
Posting – Draft, scheduling and more
Yes, the way to post looks just the same as what you’re used to in your private profile, but check again, there are some extra icons that are available only for pages.
Share an Event or use the Target icon to define your target audience just for this post.
Use the arrow beside the Publish button, you will access Schedule, Backdate and Save Draft, very useful options. Imagine scheduling all your posts of the week on Monday morning and then let Facebook do the posting for you. Of course you will still have to keep an eye on the engagement and like and reply to comments.
Some post options are available only after the post is published, use the arrow on the top right of the post to Pin it to the top, Edit the post, Change its date, Turn off notification or Hide it.
Once you’ve completed the settings part and posted a few things, it is time to Share your page on your timeline, on a friend’s timeline or in a message. You should also invite your friends to like and share it.
Congratulations, it is a Page, now you probably want to know when to posts and what and why.
Tips about what to post
The 80/20 rule: 80% social content related to your industry and audience, 20% to your product and services. Do not just sell.
Your content must be engaging, diverse, to the point and don’t forget visuals. It is proven that posts with an image or video get more engagement than text.
Tips about when to post and why
According to statistics, the best days to post are Thursday and Fridays (the less the people want to be at work, the more they are on Facebook). But you will have to find your own right timing, it is different for every Page.
4-5 posts a week is a nice average, it is not recommended to post more than twice a day. Remember the main reason fans unlike a page is because they clutter their newsfeed, especially if it’s commercial.
More importantly, Facebook is all about conversation, take time to answer questions, chat, reply to comments and message. Be honest, it is always appreciated. Use reasonable moderation, delete spam but don’t touch the negative comments. Correct your mistakes and apologize if needed, this will make your page more human.
Keep posting regularly, they like your page because they want to know, keep them informed. But make sure you write grammatically correct posts, some people don’t like spelling mistakes, and they will give a bad impression of your page and you don’t want that. If you’re expecting a lot from a specific post, Boost it. You won’t know what it does until you’ve tried.
Good luck with your Facebook business page, and keep posting.
Slides available here: