Despite social media’s increasing number of forms these days, Facebook remains the biggest behemoth. It is used by nearly everyone you know, no matter their age. Likewise, having a Facebook page for your business is basically a necessity these days, as while each social network will give you a variety of advantages, Facebook will provide you with your broadest demographic. However, because of Facebook’s enormous size these days, it becomes very easy for your page to get lost in the jumble of all the countless similar services you are competing with. This makes it vital to go above and beyond to make your Facebook page stand out from the pack.

When first registering your business on Facebook, do not register as if you’re a person. I have seen this mistake made before, and by doing that, you need to approve requests to see your content just like you would a friend request on your personal account. Instead, make sure you register as a PAGE. You are certainly encouraged to use your own personal Facebook account to promote this page and ask people to “like” it, but keep the accounts separate. Also remember that business pages should be made public, so you can inform your visitors about your services immediately. Obviously one of your main goals is to get as many people as possible to “like” your page, but not everyone does that (usually to keep their news feeds clutter-free), and a new customer is valuable regardless of whether or not they subscribe to your page. You can also pick a custom URL, but only once, so make it count. Simply the name of your business will do, and if the name is already taken, some slight variation of it by adding dashes or underscores should do the trick.

facebook-like-iconAppearance is everything. Facebook these days is more about visual flair than ever, and not only do you want to upload plenty of photos relating to your business and sort them into appropriate albums, but your “cover photo” (banner at the top of your page) needs to look professional. There are some terribly tacky banners out there, but for a business page, your best approach is a simple logo that’s in a large enough resolution to snugly fit in the 851×315 cover dimensions that it doesn’t look blurry, as even though Facebook will automatically resize it for you, sometimes the image will look stretched as a result. Using a clean, friendly cover will tell visitors that you are running a professional business.

Content also needs to be managed intelligently. There are a variety of “status updates” you can make, from simple text to sharing links to creating events. You want to both vary the types of updates you make, and also spread them out. Just because someone likes your page does not mean they want to be bombarded by ten different updates per day. Sharing updates to your website and relevant external links are great simple updates, and the greatest advantage to updating regularly is people being able to comment on those updates. Generally, if someone responds with a question, you want to respond quickly and publicly. Not only is this an extremely efficient customer service tactic, but it shows other visitors to your page how helpful you are to customers. On a related note, you should also enable subscribers to be able to post public messages on your wall, so you can reply and assist them in a similar fashion.

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Jeff Boe
Marketing & sales strategist with over 20 years experience with small to medium sized companies.