fabulous facebook business pages 2 · fabulous facebook business pages 2 ! ©2012 karen clark/my...

FABULOUS FACEBOOK BUSINESS PAGES 2

©2012 karen clark/my business presence. all rights reserved. www.mybusinesspresence.com

About Your Instructor

Taking her own direct sales business to the highest level of the compensation in less than seven years was just the start for Karen. As the Director of Consultant Development for the corporation, she created training programs for the entire field before founding My Business Presence. Now an in-‐demand speaker and author, Karen is dedicated to helping all independent distributors,

self-‐employed business owners and entrepreneurs master the world of social media, including effective blogging and leveraging the search engines. Karen has co-‐authored two books – Incredible Business and Direct Selling Power. Her information packed, interactive presentations are guaranteed to help enhance the relationships you have with your customers by integrating person-‐to-‐person contact with smart Internet Marketing strategies. Her wealth of practical knowledge, her ability to simplify even the most advanced social media concepts and her fun, friendly style makes Karen a standout resource for online presence training. Visit her website at www.MyBusinessPresence.com for more information and to receive ongoing education through her blog, virtual courses, and hands-‐on workshops.

Voicemail: 707-‐588-‐9290 • Email: [email protected]



A Notice to Readers © 2011-2012 by Karen Clark/My Business Presence. All rights reserved This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. This document contains copyright protected content owned by Karen Clark/My Business Presence. This content may not be used in trainings, workshops, or seminars without the expressed written consent of Karen Clark/My Business Presence. Furthermore, no part of this publication may be reproduced or transmitted in any form or means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system other than for the buyer’s personal use, without permission in writing from Karen Clark/My Business Presence. Thank you for respecting these guidelines. Published by Karen Clark/My Business Presence, Rohnert Park, CA Website: www.MyBusinessPresence.com Email: [email protected]



Why Use a Facebook Business Page?

Social media is a natural match for small business owners and entrepreneurs who want to reach more people in their businesses. The most successful businesses rely on word of mouth marketing, relationship building, and active participation. Facebook Business Pages are distinctly different than your regular Facebook Profile that you get when you log in. Your Profile is your personal space on the Facebook ‘web’ and you get to pick and choose who you let into your circle, which items people can see, and how much you want to see of theirs.

Even though you can have up to 5,000 ‘friends’ and ‘likes’ it really is a closed network, and is not designed to be used for business purposes. In fact, most people are offended when they receive marketing messages from their Facebook friends, because their primary reason for being there is to keep in touch with people they know, and follow what is happening in their lives.

Contrasted with a personal profile, a Facebook Business Page is completely public, you have no control over who joins in or not, or which items they see on your Business Page. Everything is visible to the entire Facebook ‘web’ on a Business Page. However, when you’re in business, public is a good thing! Public, and being visible to “everyone” on Facebook means exposure to new people you would not normally be exposed to, and aren’t we all trying to create NEW business for ourselves? Business Pages have this advantage and I believe every business owner should have one. Here are eight reasons why:

1. The search engines such as Google and Yahoo index business Pages because they are public. Profiles are not, because they are private. This means that your Business Page becomes like a mini-‐website, another doorway into your business that the entire world could have access to with a few clicks. Use some good keywords that people are searching for on your Info tab and you’ll be on your way to establishing an online presence in no time.

2. Business Pages are highly customizable, whereas Profiles are not. With Applications, you can create custom welcome pages, product pages, and a page about your business story, or about the benefits of doing business with you – just about anything is possible! You can even add shopping cart buttons! This cannot be done on the Profile.

3. People who “Like” Business Pages are opting in to hear about your business. They are taking an active step to participate in conversations with you as a businessperson, to hear the occasional marketing message, or to find out your latest specials or new products. This means that those who are on your Business Page are



highly qualified leads – they want to hear from you! They’re looking forward to hearing from you. When someone befriends you on Facebook, they are not necessarily interested in your business.

4. Business Pages can be personalized so that you have your own home on the web even if you do not have your own website or blog. Through your Business Page, you can share your stories, give advice, share helpful information or articles about related topics, and be of service to your Fans.

5. Business Pages give you a chance to engage and interact with your customers and potential customers. As you share information with them, they comment or “like” your posts and you are able to respond and have two-‐way or even group communication about the topic. This leads to rich interaction, which builds trust and rapport with your visitors. On a Business Page you all share something in common to start with – the love of your product or business opportunity. There is a lot to talk about, and your Fans enjoy interacting with you.

6. Business Pages breed advocates for your business. When you share a video, a link or a photo, clicking the Share link is so easy to do! Your Fans will then share your information with their friends, exposing your business to even more people. On a Profile your friends will share to their friends as well, but you will only receive exposure for your personal profile that way, and if their friends are not your friends already, the only way for them to find out more about you is to request friendship. With a Business Page, your Fans’ friends can easily click your Business Page name, and click Like to get involved.

7. Business Pages are measurable. When you manage a Business Page, Facebook installs “Insights” which are statistics about your Business Page. Facebook will tell you how many times your posts received comments or “likes” as well as how many people who Like your business came on or left, and where they came from. It will give you a chart over the last month that shows interesting facts about the success of your Business Page, and you can easily monitor and adjust your activities. There is no such thing on a Profile so there is no way to measure your success other than watching the number of friends go up and down, which is a very poor judge.

8. Business Pages are free! There is no better value today for your time or money as a business owner than creating a Facebook Business Page. A basic Business Page can be created in under 10 minutes. You can find tutorials online to teach yourself how to customize it even further or if you are reading this without benefit of my course or DVDs, consider enrolling or purchasing those for hands-‐on training.

Take advantage of the opportunity we have within Facebook. It is not going away any time soon, and creating a Business Page presents a fun, free, and fabulous additional doorway into your business.



Make a Business Page!

Start: Visit https://www.facebook.com/business/pages/ and click the Create a Page button. Note that on this page Facebook recommends certain steps – I recommend that you do not do things in the order in which Facebook recommends, but follow my steps instead. Otherwise, Facebook has you inviting friends to your Page before it is ready with any value to provide them. You might want to, however, explore some of the other links that explain the Page concepts and other things you can do with Pages (including advertise if you wish.)

On the next screen you will see the option to choose your Page category.



Select the appropriate Category and Subcategory. I do not usually recommend that you choose Local Business unless you have a physical brick and mortar location where customers/clients visit you in person and are likely going to want to “check in” with their location-‐enabled smart phone. These are usually best for things such as stores, restaurants, entertainment venues etc. Local Pages have some limitations in functionality so only use if the benefit of having Facebook users check in is great. In most cases you will want to choose the Brand, Product or Organization option unless you are a solo public figure such as a musician, author or other person who will be known only by name, not company. You will be given the option to choose a subcategory as well. The shot on the right shows you some of the choices to consider. The information available to your visitors will be based on this category. Do not worry, though. It can be changed any time.

Name It: Decide on a Business Page NAME. This can be your business name, your personal name, a common username you use, domain name of your website, or something creative combining any of the above or something entirely unique. Whenever possible, include at



least one good “key word” in your Business Page name. Your Business Page name will be a clickable link, which earns you a little more search engine power for any key word included Some good formats are:

• Website Domain Name in Words | Your Name • Susie Smith, Independent Skin Care Consultant • Your Name, Your Business Name • Your Something Specialist | Your Name or Tagline Here • Keyword Phrase – Name of Business

Click the “I agree to Facebook’s Terms” box and click “Get Started.” You will be brought to a series of steps to take you through a set-‐up process BUT I recommend you SKIP every one of these steps by clicking the SKIP or NEXT buttons. The reason is as I stated before, Facebook has you doing things in an order I do not recommend. We will take care of these tasks later. Just click through all the Skip or Next buttons for now! Skip these, there are 2 of them:

Skip these too – there are 2 of them:



And this – just click the little Skip link on the lower left:

When you are done skipping all of the steps, you will see your blank page. If you want your page to be INVISIBLE while you work on it – for now – go up to Manage and then Edit Page in the upper section of the Admin panel you see:

On the next page you will see, click on the little box next to UNPUBLISH PAGE and hit Save Changes at the bottom. This will make your Page invisible to others until you are ready to publicize it. Once you are ready you can Uncheck that box again to Publish the page – you should only do this once.



After you click Save Changes, go to the top and click View Page to get back to your Business Page. Your Page will be split into 2 sections, the Admin Panel at the top, and the actual Page at the bottom. This makes it easier to work on the Page while seeing what it would look like at the bottom, however when you are using your Page on a regular basis and just want to post and interact on it, you can easily click the Hide button to hide the Admin Panel, and it will be tucked away. We will explore the Admin Panel later. See the next page for an image of the Admin Panel above the Page. Your Page will be in the Timeline format, which includes: a small profile picture of you or your logo (or combination) on the left a large cover photo above that is mostly non-‐promotional in nature an About section of text briefly describing your business on the left 3+ rectangular “App” boxes under the cover photo the publishing box where you write your posts a sequence of posts in chronological order on the main page sections for Activity/Recent Posts by Others, Friends Who Like this Page, Pages that

this Page likes and more that we will go over later…



Admin Panel and Timeline basic layout:



Customize Your Timeline Business Page Profile Photo and Cover: Before publishing your page, it is important to add a photograph plus cover image. Your profile image, which is the small square to the left, is the picture that is reduced to a small size that goes next to your posts and comments throughout Facebook. Facebook will suggest you use a logo for this, but I feel a photograph of yourself leads itself to more interaction, since people are more likely to carry on conversations with real people vs. logos. Some people have used this space to combine a logo and a photo and that is good as well. Your profile image needs to be square, at least 125 x 125 pixels, but preferably more, since when people click on the picture they will be brought to a larger version. 250 or 400 px square is fine but it does need to be square. Some people already have photo editing software on their computers so they can crop or resize photos to make them square. Photoshop is the most recognized but very expensive if your business does not require it. I use Pixelmator and I know people who use Adobe Rome, Paint, Gimp, or online services such as Aviary. Once you have selected your square image, to change it, click on Add Profile Picture and you will see a drop-‐down menu. From here you can choose to upload your picture from your computer, or take one with your webcam right then. If you are changing your picture in the future you can also choose from existing photo albums when you have photos stored on the Page.

Once you have your profile image installed, it is time to add your cover photo. This will be a large image across the top of your page. It should measure 850 x 315 pixels. This is quite large! If you try and upload something that is smaller or larger it will stretch it out and not look right so be sure to create or crop something to that exact size. Again you can take an existing photo and use one of the photo



editors I mentioned above. Some of them let you add other photos on top of an existing image, or add text to them. You might not have an appropriate image to start with, and some people are having luck using the royalty-‐free photo sites such as istockphoto.com or fotolia.com. They can be good starting points. Aviary.com has a service (free) that will resize your image to fit a Timeline which is handy. There are several rules to what can and cannot be on your Cover photo (not so for other images). 1. You cannot have calls to action such as visit my site, get your free report, etc. 2. You cannot include contact info including web address URL, phone or email 3. You cannot have price or purchase info of any kind 4. You cannot have any reference to Facebook features or activities such as “Like us” or “Share our page” You can however add some text (they do recommend it not be primarily text) describing what you do, or an image of your products or you doing business. Here are some some examples:

www.facebook.com/BecomeBeautifulwithMonica

www.facebook.com/royalteaqueen

www.facebook.com/pages/Hafner-Designs/45715139593

www.facebook.com/CrystalsAvonCanada



www.facebook.com/PamperedChefLisa www.facebook.com/mybusinesspresence

Notice that some simply took an image from their catalog or logo and perhaps edited it slightly. For mine I took a screen shot of a brochure I already had, and edited the text with Pixelmator.

To insert your cover photo, simply hover over the top right corner where it says Add a Cover and click the link that says Upload Photo.

Further Customization with App Boxes At the end of this workbook is information about Apps that you can add to customize your page with items such as a shopping cart, a video channel, mini-‐website pages and more. With those you will be able to insert a custom image as the box image. For now, to keep things simple I would like to just point out that the small boxes under your cover image are where the Apps “live” and that the image showing on the box can be



changed. You will already have one blank App called Photos and the image showing depends on the latest picture that you uploaded to your page. This means that you have an opportunity to showcase another product, picture of you doing business, or anything else you would like to share. As you share photos on your Page throughout the weeks and months, they will show up there as well. For now I would suggest getting something up just so the box is not blank. If you click the small down arrow to the right, you can add additional boxes. There are 3 choices built into Facebook: Events, Notes, Videos. As you add custom Apps (see end of workbook) those choices will appear as well. When you select Add to Favorites, that App box will appear across the top, visible without clicking the down arrow You have the ability to have 3 of your choice in addition to the Photos box which will always remain the first box. At this point you will likely not have anything to include on those but I wanted you to know they exist and can be added in later.

Now Let’s Explore Your Page’s Back End: Scroll up to your Admin Panel (or click the button if you’ve hidden it) and under Mange click on Edit Page. This will bring you to all kinds of ways in which you can edit your Page. See what it looks like on the next page.



When you first arrive to your “back end” of the Business Page you will be on the Manage Permissions area, one of several editing panels. See next page.



If you recall, this is where we went to make the Page visible only to admins. When you are ready, go back to this area to unclick that box, then Like your page to make it ‘live’ for all to see. You will also see options to set restrictions on your Page. In most cases I leave the settings here pretty open so that my visitors are welcome to share photos of me or videos of events I have spoken at. If or when there is a problem and someone posts something inappropriate you can always go back into this setting and adjust it. Or simply delete the offending post from the wall instead. I also usually will CHECK the box that says Tagging Ability because it isn’t checked by default. Usually you will want to leave the age and country restrictions alone. If you set a restriction then Facebook requires someone to be logged in to see your Page – and Google doesn’t log in, so it will effectively block your Page from the search engines. The only instance I’d suggest using that restriction is if your business is of an “adult” nature and the Terms of Service require it. Be sure to click Save Changes.



Let’s explore the other editing tabs on the left: We will go through each one in order. Your Settings:

The Your Settings area is where you can choose whether you would like to post to your Page as your personal name or as the business name, and whether you would like notifications of comments and likes sent to your email address. Next page: Basic Information



Basic Information:

Fill out the blanks on this screen. They will be different depending on the category you chose. This is the place to give a brief synopsis of what it is that you do, your mission statement, or who you are. Do not fill out the Official Page blank. This is only for Pages that are community pages or causes that may be associated with another Page. Your Page is already an Official Page. Unless your business is a storefront or other type of physical location where people will be visiting from the public and perhaps checking in with their smart phones, you do not want to or need to fill out the physical address, especially if you work from home. If you do have a brick and mortar store though, feel free to include that information if your business is the



type people would check into. This can increase exposure to your store or restaurant. But in most cases entrepreneurs or home-‐based businesses will leave that area blank. Fill out the rest of the boxes as much as you can. The types of boxes you get will depend on the categories you chose for your Page. If you like, change the category on top and see what different boxes appear. That might help you decide on a categlory. Whenever possible, use common key words that the people you serve are most likely to enter into a search engine, since this ends up on the About link which is one of the areas the search engines see first. This is where you will add the bulk of your business information so that people viewing your page can get to know you and your products or services better, and also so that people using Facebook’s search function as well as outside search engines can more easily find you. On Facebook Business Pages, it is critical that you use everything to your advantage and that includes filling out all of the information you can on your Info tab. You can use up to 255 characters on the Founded and About areas, and over 2,700 characters in the other areas. Be sure to Save Changes when you are done filling out your information. Again, whenever possible use keywords your ideal customers or clients would search on. It is important to use language that is as natural and common as possible. Write most sections in sentences or paragraphs, but lists of terms separated by commas are sometimes appropriate. When asked for your website, you are allowed to list several, one per line. Consider including additional links you might have. Profile Picture: This area lets you edit the Thumbnail of your square small image. If it is slightly off center or your hair is cut off, you can move it around in the editing area. This is also one of the places you can go to change your image completely.



Featured: The Featured area allows you to highlight other Business Pages and your Page owners/admins on the left sidebar of your Page if you would like. This can be beneficial if you would like to refer your fans to your other Business Pages, or those you consider valuable resources for them, or Pages of your friends. If you do not list Featured Likes then Facebook will simply randomly place Pages you like into the list on the left. You will be able to log in as your Page (look under Manage in the Admin Panel) and like or comment on posts as your business, and it can be helpful exposure to people on other Business Pages, especially if those businesses serve a similar demographic. When you like another Business Page while logged in as your own Page, those show up in your Likes list. So the Featured area allows you to select which 5 you would like listed, if you would like to control that. If you are associated with other Business Pages yourself, it is a great idea to advertise them here! If you have more than 5 you can list them also, and Facebook will randomly display 5 in your Likes box. The 2nd area here is to allow you to list your Page owners/admins, in case you would like your fans to be able to contact you via your personal Profile or connect with you there in some way. Many business owners prefer to keep their Profiles private and separate but it is an option for you. Sometimes you are known mostly by your real name, and it helps to have your Profile shown as the Page Owner so people know they are in the right place. This is what the Featured panel looks like before you add any:



And this is what it looks like after you’ve added some featured Likes or Owners – your page can Like many more Pages but only 5 at a time will be displayed.

You can edit this any time, remove or add Pages, or remove the visibility of you as the Page owner (or add it) as you wish. Resources: The Resources tab inside the back end editing area allows you a variety of ways of spreading the word about your Business Page and learning best practices for marketing using Facebook. When you are starting a new Page it looks like this (next page):



If you have an established Page it gives you one more feature and looks like the one on the next page:



We will go over each item: Develop your Page: This area includes 2 items – Best Practices guides to make your Page engaging, and Merge Pages. The first is a subpage of the Facebook Pages Page that links you directly to some how-‐to’s and tips for making the most of your Page. The second is for you to merge with another Page if you accidentally created two, or if you have a Place page (for location check-‐ins) that was created when someone checked in, and an Official Page (fan page) you would like to combine. You will only see this option once your Page is established or when there is a similarly-‐named Page out on Facebook. In my case I purposely created another Page with a different title so I could direct people to my Page – I inadvertently named my page MyBusinessPresence.com but



cannot change it to My Business Presence because I have too many fans. So I created another Page called My Business Presence and on there is a post directing them to my “real” page. If I were to Merge Pages I could risk losing all of my posts and photos from my main page, so I have not yet done it. Use this cautiously! I would say only if you are just getting started and there’s another Page you created by mistake, and you want to bring the fans over but not the content.

Connect with People: Advertise on Facebook: This is self-‐explanatory. Click through and you will be offered the opportunity to place paid target ads for your Business Page or any other website. The advertising options on Facebook are getting a lot of respect in the business world because they are extremely targeted. In my experience they do not pay off unless you place a large daily budget. For some people just starting this is worthwhile, to help increase the number of targeted fans on their Page. For me I haven’t used them much, however the new sponsored activity/stories/posts looks quite intriguing. Explore and experiment. If nothing else, going through the process will give you a close up look at the demographics available to you on Facebook. For example if you say you only want your ad to go to women between 35 and 50 who like some other person or brand, you can see exactly how many people on Facebook that applies to. Very interesting! Select a Username: This is where you can set your custom username or URL for your Page after you have reached 25 fans. You can also access this at http://www.facebook.com/username and even set one for your personal Profile in



your own name. If you have never set a username before, Facebook will sometimes let you create one even before the 25 fans. This seems to not be very consistent so why not try it. Facebook will let you know if you are ineligible once you start the process. I recommend choosing a username that is easy to spell and makes sense for your Page name. It will be facebook.com/something – so make the something make sense. Once you set it you cannot change it. Add it to your business cards or fliers – much better than the original URL Facebook gives you!

Invite Email Contacts: Clicking on this will give you the option of uploading a spreadsheet in CSV format or connecting with a web-‐based email system to import contacts that you would like to tell about your Business Page. This way you can invite your database to join you on your Page. If they are already a Facebook user, it will place an ad under Recommended Pages and if their notifications are set as such, they might also get a notification that you’ve invited them to Like your page. If they are not yet a Facebook user, they will receive an email asking them to join Facebook and Like your page. Note that there have been reports that this system is buggy – in that they receive a warning saying they have invited too many friends. This has nothing to do with personal friends so I am not sure why that happens but if you receive any warnings, pay attention to them. Sometimes it is easier to simply email people that you have a new Facebook page – the old fashioned way! Use Social Plugins: If you have a website or blog where you can insert HTML code or functionality, this will give you buttons or badges that tell people to find you on Facebook by displaying the Facebook name and your profile picture and Page name. This is also where you will find the Like Box, Share and Like buttons. If your website is Wordpress-‐based, there are easier ways to do this via Wordpress plugins so do some exploring in the plugin search area as well. The Facebook social plugins are the official buttons and boxes Facebook endorses though. Link Your Page to Twitter: It is a great idea to have your business Page post items to Twitter. This exposes Twitter audiences to your Page where they click on a link to read your post. Very simple to set up if you have a Twitter account. (I do not however recommend the Twitter apps that send Tweets to your Facebook – I only like Facebook going TO Twitter. The reason is Tweets are often sent too frequently and use Twitter lingo – both of which are a turn-‐off to Facebook users. This Facebook>Twitter option is great though!)

Additional Resources: This area includes items you can click on to learn more about operating a business on Facebook including a link to the Help Center: Pages Help Center, Developer Help, Best Practice Guide for Marketing on Facebook and Brand Permissions. You’ll find links to a lot of Facebook rules and guidelines here.



Manage Admins:

The creator of the Page will be listed here, and if you would like to allow additional people to administer and update or customize your Page, such as an assistant or partner, you can add them here. In general it is a good idea to have an additional admin, in case something happens to your own Facebook account, so that someone is still left on the Page to administer it or add you back in later. But since admins can delete other admins, only choose someone you trust!

Apps/Applications:

This is where you can edit the settings for the App boxes under the cover of your Page. If you add any 3rd party applications as well, they will show up here for you to be able to access their settings. Click Edit Settings on each one to either add or remove from your



page wall. For custom apps, you will also be able to change the display name and image. This is also where you can access your Photo Album – click Go to App, then check any settings you might want to change, then Back to Photos on top to see your albums. See the end of this workbook for more about custom Apps.

Mobile:

Here you will get instructions for accessing your Page from your cell phone through email, web or texting or Smartphone applications. If you have a smart phone the easiest way to get to your business Page is through the Facebook application or by visiting you Page in the web browser and saving it as a bookmark. You can also choose to send posts to your Page via email or text. Insights: The Insights area is your home for statistics about your Business Page. When you first create a Page you will get a message saying “No Insights Available” because there simply are no statistics to track yet. After about a week or so you will start to see Insights. By clicking the tabs across the top for Likes, Reach and Talking About This you will gain many insights as to who is visiting your Page and when, which things they are interested in, where they came from geographically as well as which sites referred them, what their potential reach is and more. One of my favorite parts is checking the statistics on my most recent posts toward the bottom. The more popular the post, the more I know I am posting things people like – and will do more like those. Check them regularly and watch your Page grow before your eyes! You can even click Export to have the data sent to you in a spreadsheet.



Here is my most recent Insights page, to give you an idea of the information you can find there. When you click on each tab you get even more detailed information. This is the overview.

If you click on the little gear, you can get a tutorial on using Insights or a PDF guidebook.



Let’s Explore the Admin Panel Any time you are on your Page you will either see the Admin Panel already opened at the top, and your public Page at the bottom, or if it is hidden, you will see the Admin Panel button on the top right of your Page.

First let’s take a look at the main Admin panel which is a square area divided into sections. Each section leads to more information about your page in an easy way. We will go over the bar on the top right next. First you will see the Notifications area on the left. This is where you can see what has been commented on or liked, so you can go in and reply if needed. If you have a new Notification they will be more gray. To the right is a Messages area. People can send your Page a private message and your inbox for that is here. Note that there is NO consistent and automatic notification of Page messages so you must check this inbox to be sure you don’t miss any. Next, on the lower left of the Admin panel you will see New Likes. These are people or Pages who most recently liked your Page. Then there is a snapshot of your Insights, and some Page Tips from Facebook. All of these sections have a See All button to take you to more information.



Now let’s look at the navigation bar sections:

We have already looked under the Manage button to get to our Edit Page link. But there’s more! The two things I want to point out are the Use Activity Log, and Use Facebook as [Page name] features.

When you click on Use Activity Log you are taking to an area similar to the Activity log on a personal Timeline. This is the place that stores what Facebook calls “stories” about what is happening with and on your Page. Here you will see stories such as someone commented on something, or our Page liked another Page, or someone shared a link to your Wall. They are similar to Notifications except they go way back in time and you can see the actual post. Another thing you can do is adjust whether or not you want the item visible on your Timeline wall. Sometimes you or someone else will post something and it is interesting at the time, but you do not want it to remain on your wall for the long term. You can remove it here. Note that only you as an admin can see the Activity log. On the photo on the next page you will see there are 5 columns

1. The time of the post 2. The activity “story” 3. A thumbs up symbol if there are likes, and a comment bubble symbol if there are

comments (hover over these to see how many, or click on them to see the likes/comments)

4. The actual item posted it its entirety for you to review 5. A small circle that controls the privacy of the item. For your own posted items, you

can click to delete the post, for posts by others, click to adjust the visibility ot take other actions:



You can also click on the year button on the very top to go back in time and look at Activity in the past.

This can be helpful if you know there were posts that might be out of date or that you would rather new visitors not see for some reason.

You can also sort the Activity Log page completely by type of post by clicking on the All button on the top:



When you do this you can easily look only at items marked as Spam (you can un-‐mark them) or only posts by others, which can help save time when checking in with your fans. Again you can adjust the privacy or delete posts as before. Here is an example of Posts by Others on my Page. I make sure to go in and reply to each of these if I haven’t already.



Now let’s go back up to the main Page and the Admin Panel. Click Manage and then find the Use Facebook as [name of your Page]. This is going to be a very powerful tool for you, because it allows you to interact on Facebook with other business Pages, as the name of your business Page. So for example, you might want to be logged in as your Page, and like other Pages that serve your target market. For me this might be associations that serve entrepreneurs. If they have a Page, I can like their page as my page, and then when they post something interesting I can like it or comment on it and my business Page name will be next to my like or comment. This exposes my business Page to that Page’s network! It’s a great way to attract new people to your Page. To start this, think of some keywords that might describe your target market, and type them into the search box when you are logged in as your Page using that Use Facebook as… button. For example I could type in Entrepreneur into the search. Facebook would then return to me in the search results, names of Pages that use that word or have it in their About section. I can visit the Pages and Like them if they seem appropriate. Once you have liked other Pages as your Page, click the Home link or Facebook logo to get to the news feed just like you would if you were logged in as yourself. Only now, your main news feed is only made up of other business Pages your Page has liked, or subscribed to. You will notice also that instead of your name on the top right, it is your business name, as well as the left side.And now the notification icons on the top left of Facebook indicate new likes (people icon), messages to your business Page in the messages icon, and Page notifications in the world icon. Your left side bookmarks now include the items Pages can access, and there is a snapshot of your Insights on the top right.

Anything you post from this home news feed while logged in as your Page, will post to your Page’s wall and to your Page fans, not to your personal profile.



To go back to using Facebook as your personal profile you can either go back to your Page by clicking on its name, then visiting the Admin Panel and Manage again. Or you can click the small white triangle on the far top right and click on Use Facebook as [your name]. The news feed and everything else will return to normal view then. Let’s go back up to the Admin panel navigation bar and look at the Build Audience button once you are logged back in as yourself:

From here you can easily get to the Invite Email Contacts panel that exists in the Edit Page area we discussed already. You can also click on Invite Friends. What that does is list your existing Facebook Friends, and allows you to select which ones to invite to your Page. It will then send them a Recommended Page notice or ad. If you add friends regularly or accept friend requests regularly you can also visit this area once a week or once a month to invite new friends over to your Page. There is not an easy way to invite sets of people like most recently added unfortunately, but you can sort based on recent interactions, Facebook Groups you belong to and certain other things. I usually will simply leave my list of newly accepted friends open in one window, then open this panel in another, and type in their names under the Search All Friends section. Invite friends only once or twice – if they do not accept or join your page it could be because they do not want to. It’s OK. But sometimes they simply do not see it or have notifications turned off so it is Ok to do it a couple times, maybe a week or two apart. The following page shows what the Invite Friends panel looks like, the grayed out friends are people who already like the page. Then you will check the boxes next to ones you want to invite.



You can see the first 2 sections are where you can search. The middle section is choosing mutual cities, if I wanted to add people who live in those areas (handy for local-‐based businesses), the next section are some of the Groups I belong to (not all) and then below are some Friend Lists I have. There is no way to edit this sorting list unfortunately, so you will probably use the Search All Friends more than anything which is what I do. If you have a very targeted Group where you know your ideal prospects hang out, that is also a good way to invite people. Back under the Build Audience button at the top of the Admin panel there is another valuable way to help you get more people on your Page. That is the Share link. This will simply share the link to your business Page over to either your personal profile, or to a Group you belong to, or to another Page. Click the Share link and type something compelling – being sure to add value, not just spam. You can click on the Share On Your Own Timeline to change it to share (post) somewhere else. You can also change your default privacy setting (mine is Friends only – the 2 little people icon) to make it more public. Whenever I am posting something about my business, I change the privacy of just that item to Public. This way anyone who is subscribed to my profile but not friends with me can see it, plus it makes it more findable in the search. Here is an example of a Share I recently used:



You will not want to do this too often because people on your personal profile or in Groups or on other Pages may consider it spam. But about once a month I will do it just to remind people who may have friended me but haven’t come to my Page yet, that I share my business ideas over there. Back on the Admin panel navigation bar, click on the Help button and you will be able to explore all kinds of useful information Facebook puts out to help business Page owners. There is a Help Center where you can type in any question and receive an answer that Facebook has already provided, or links to where you can get more information or seek help on the Facebook forums. You can also take the tour right now which will walk you through Page setup through a series of pop up hints. The Pages Product Guide is a PDF download that is quite helpful if you are considering placing some paid ads. And the Learning Video is a sequential video tutorial on using your Page – I highly recommend it!



What Else Can You Do on a Business Page? Add your Page to one of your Facebook Interest Lists. If your list is public this can be exposure for your page when people subscribe or view your list. Find this by clicking the Liked button (once you’ve liked your page – don’t forget to do that once you’ve Published it!) or by clicking the gear next to the Message button.

Click on the gear icon to see additional options – explore these if you are curious, we aren’t going to go over each one. Most are shortcuts to other functions we have covered. It’s just an easy way to get to them!

Sort wall posts by Highlights, Friend Activity or Posts by Page or Posts by Others. The default setting is Highlights, which are posts Facebook thinks your fans will be interested in. These include the most recent posts as well as posts from the past that were popular. If you would look at only posts by you, or only posts by others you can switch that here. This



switch is only temporary, however. It will revert back to Highlights the next time you visit and that is how it appears for your visitors as well. For some this feature can be frustrating since the default view, Highlights, will sometimes not show all of your posts, or posts out of order. Fortunately, most people see the posts as they come through the news feed so we should probably not rely on people visiting the Page manually very much.

Pin or Highlight Important Posts. If you have items you would like featured on your Page, you can either Pin them so they stay at the top for 7 days, or you can click the Star and they will span the full width of the page, making them more noticeable. To Pin a post click the pencil icon on the top right corner. Or to highlight an item click the star. Pins only last for 7 days so if it is something you always want on the top, re-‐pin it every week.

You will notice from here you can also change the date of a post. This can be helpful if you have an older post you would like to bring up higher on the page. You can set it to anywhere in time. You can also post something today that may have been a milestone for your business in the past, so you set the time to be in the past. An example would be opening day, or when you reached your 1000th customer and so on.



You can also add a post or an official Milestone by scrolling down the center line of your Page. This center line is the “timeline” itself. You can choose a place in time and when you hover over the center line a + symbol appears. Click on it and you can add a post or other item and it will be dated at that time in the timeline.

Clicking on Milestone will bring you to a panel where you can describe what happened in your business’ history. This could be fun to play with if you have an established business with a history! Since they encourage you to add photos, it can make your Page like a digital scrapbook for your business. If you are setting several of these up at once, you can check the Hide from News Feed box, so your fans aren’t bombarded with several posts at once.

You can jump to anywhere in your timeline by using the abbreviated timeline on the top right under the Admin Panel button.

You will also see this on other people’s personal and business timelines, which makes it easier for you to catch up with what they’ve been doing!



To see what other people have posted to your Page, find the Recent Posts by Others box. If you click on See All you will get a large popup box showing you all the recent posts others have made on your Page’s wall. We talked about getting to those in the activity log as well but this is an easy way to scan your page and see if there is something to reply to.

At the end of each month you will see a summary of your counts for new people who like your Page and the Page’s reach, as well as new Pages your Page has liked. This is visible only to you:

You might have noticed as you scroll down your Page, a toolbar comes with. Handy!



Ok so we’ve covered everything there is to know about creating a Facebook Page – right? We didn’t get to customizing with Apps. Because that is more of an advanced topic I am saving it for the very end, that way those who you already feeling overwhelmed (normal!) can skip it! The final questions to answer for creating a fabulous Facebook Business Page is -‐ What to post and How Much? Post to your Business Page at least once a day, infusing your items with words that people seeking you out would use. Vary your posts between status updates and links, videos, and photos as this will increase your Edge Rank (the odds of your post showing up in the news feed). Objects (photos, videos and links) weigh more in Facebook’s eyes. Your visitors will want to hear from you regularly enough so that they are reminded of you but not so much that they become annoyed by you. A general rule of thumb is at least once per day but 2 or 3 times is OK too. Your business speaks for itself and your main job on your Business Page is to be personable, interactive, and informative so that your readers want to return and recommend you to others. I have an “90/10” rule – 90% of what you post should not be blatantly marketing in nature. This way, trust and rapport is built up so that people look forward to your posts because they will be useful, educational, or inspirational. They can’t wait to see what you are posting today! And then the 10% of the time when you do post something marketing in nature, they are much more likely to act on it by purchasing, joining you, or referring you to others. Here are some post ideas: • Where are you going? • Who are you seeing? • What projects are you working on? • Tell what you are reading or related videos you are watching. • What have you been doing in your business since the last update you posted? • Share someone you admire in your field, company, or industry. • Share about someone who influenced you in business or as a person. • Have a Customer of the Day or Client of the Day – tell the world how great they are. • Read blogs in your industry and share interesting articles regularly. Use Google reader to scan headlines when you need an idea. • Share an inspiring quotation, with or without explanation. • Share a funny anecdote about something that happened in your business. • Ask your readers what they are working on. • Tell what inspires you and ask your readers what inspires them, too. • Share a quick how-to – even the simplest things need explanation and people appreciate that! Something you take for granted every day can be a life saver when someone new learns how to do it. • Post a photo of your product. • Post a photo of a creative use for your product. • Post a photo of you or a customer using your product. • Post a video demonstration of one aspect of your product. • Post a video of you explaining an aspect of your business.



• Post pictures of clients using your services or attending your events. • Post links to your other websites, blogs, or social media profiles. • Did you catch a TV show that is related in some way to your business? Tell your readers so they can watch for it too. Share your opinion and/or ask a question about it. • Share your favorite books related to your business- and why. • Review related products or services and make recommendations for your readers. • Ask your readers for their recommendations about related products or services. • Give your readers an opportunity to serve you – ask for help, show them you’re human too! • Share about events or teleclasses your readers may want to participate in. • Share a funny cartoon or picture related to your topic. • Share a news article related to your topic. • Make up a Top 10 List about something and post it. • Write a “Why I Love…” post. Could be about your town, a person, a business, a product. • Share useful tools you use in your business, and where to get them. • Share your favorite website resources. • Share some Do’s and Don’ts about your product or service. • Share a memory related to your business – and ask your readers to share theirs. • Share about why you started your business. • Share about your early days starting the business. • Post about clubs or Meetup groups you belong to. • Post your “in a perfect world” wish list. • Post a Question of the Day or Week. • Take a poll about a mildly controvertial topic (ex: paper vs. plastic) • Answer a frequently asked question. • Share (and tag) other Fan Pages you participate in. • Post your latest blog posts (if you aren’t already auto-importing!). • Post when you add a new product or service. • Post a special for Facebook Fans only – they need to contact you personally to order/sign up for a discount. • Post about an event you are hosting or participating in. • Post about the item or service you sell the least of – and tell them why it is a hidden treasure. • Post a little-known fact, trick or gimmick related to your product or service. • Challenge your readers to take action on something, and post that they’ve done it in the comments. Congratulations! You are ready to Publish your Page (go back to Admin Panel > Manage > Edit Page > Basic Information – Uncheck the Unpublish box and Save Changes!) and then visit your Page and click the Like button. Once you have Liked your Page your friends will see that and maybe join in, or use one of the Build Audience options to invite people in. Be sure to join me on my business Page as well, so you can ask questions or learn from my daily posts or ideas others share! Find me at http://www.facebook.com/mybusinesspresence

…Continue for how to customize your page with Apps



Advanced: Customizing Your Page with Apps Adding App Boxes: In the Apps area under your cover photo, you will see up to 4 boxes displayed – the first of which is always the Photos App. If you click the arrow to the right you can open up more spots. Up to 12 Apps will be displayed to visitors who click that arrow. You can have more than 12 installed, but no one will see them past the first 12. When they are shown at the very top they are called Favorites and you can choose which ones go on top.

The boxes for Photos – Shop Now – My Speaker Site – Tips by Email – are all done with Apps. The images that create the buttons for these can be customized. I’ll show you how after explaining how you can add these Apps to your own Page. Facebook does not make it easy for you to find Apps! There are many outside developers who offer them and sometimes the easiest thing is to just Google, or ask someone which Apps they are using. I will include a list of the ones I use below but first, take a look for yourself. Here are some ways you can “shop around” for Facebook Apps: 1. Use Facebook’s search function. Go to http://www.facebook.com/search and then click

on APPS on the left side. You will be prompted to enter your search term at the top in the regular search box. Choose something you need – contact form, ecommerce, coupon, contest, and so on.



When you type your search term in, Facebook will start calling up suggestions – ignore those and simply click on the magnifying glass so you will get all the results within the Apps category. This will prevent confusion!

Another way to find Facebook Apps is in a directory such as www.AppBistro.com or www.Involver.com or www.NorthSocial.com These companies provide searchable directories to both free and paid applications. I have had very good luck with them! If there is an App you want to try, click on the Go to App button. You can always delete an App if yo don’t like it so there’s no harm in trying one, especially if Facebook is telling you that friends use it or that it has a high number of users. Some Apps are just no good but in general the “social proof” of others using one is a good sign. Once you click Go to App, you will be asked to give the App permission to access your account. This seems scary at first but it is the only way to work with these programs. They need to be “logged in” to your account to be able to function. Click Go to App again.



You will be asked again to authorize the Page, this time to operate on the Page itself (and any Pages you admin):

From there you will be brought to the App’s instruction page. Read and follow their instructions to add the App to your page. (Note – the one in my example images above ended up not working on the next step – I don’t recommend that particular one!) When you are done with the installation process, go to your Page, then Admin Panel, Manage and Edit Page. Click on the Apps link on the left and find your new App listed. From there you can edit the App or get back to the App’s page.



Go to App sends you to the App installation page. If you need to make adjustments or change anything in the functionality of the App, go there. Edit Settings brings up the option to edit the title of the App (the words appearing under the box itself, on your Page) and the cover image for that App box (also known as Tabs). Images you would like your App/Tab to have on its cover should be 111 pixels wide by 74 pixels high. Think about making the image something eye catching, or use text to create a call to action button. Link to this Tab will give you a “permalink” that leads directly to the new page the App creates if someone were to click on the App box. This can be handy if you wanted to simply make a wall post directing people to that application. For example I could say “Are you following me on Twitter? See my tweets here:” and paste in the link to this App. Here is what the Edit Settings panel looks like:

Here are some examples of custom tab images I like:

http://www.facebook.com/socialidentities

https://www.facebook.com/AmyPorterfield



http://www.facebook.com/marismith

These are Apps I use or recommend:

• Static iFrames Tab (great for redirecting to an outside website) • YouTube for Pages (embed your YouTube channel) • Payvment (shopping cart!) • Lujure or Lujure Express (custom pages) • Mail Chimp (email contact form/email marketing) • Schedulicity (appointment scheduler) • Wildfire (contest applications) • Slideshare (embed PDFs, PPTs and other documents) • VPype (conduct live streaming webcam video) • iWipa (create customized HTML pages) • Shop Tab (shopping cart) • Tab Press (customized pages) • Short Stack (customized pages) • Pagemodo (customized pages) • Woobox (coupons) • Networked Blogs (embed excerpts of your blog posts) • Boushaka (shows your top fans based on interaction)

Once you have installed your Apps then you can arrange them the way they want on your Page wall. The boxes on the wall are actually movable! You will be able to show up to 4 of them – including the mandatory Photos app -‐ any more and your fans will need to click the down arrow to see the rest. Once you click the down arrow to see more, you can click the pencil on the right and “Swap places with” other Apps. Except for the Photos tab, you are allowed to swap the tabs in any order you choose. If Events are significant to your business, you might want to make it be the very next tab after Photos. If Notes aren’t as important, move it toward the end. If you have created a custom App and image, for example a call to action, bring it closer to the top.



Moving Apps:

And that’s it! Once you have your Apps in place, set with custom images and titles, your fans will be able to take action on your products and services, contact you, and more, making your fan page into another powerful branded website for your business. Enjoy!

THANK YOU! Thank you for your interest in this material. As new changes come about on Facebook I will be updating this workbook. You can get the latest version using the same link you used to access this one, or contact me if you have lost it. If you found this useful, consider posting to my Facebook Page or giving me a recommendation on LinkedIn! I would love to hear your feedback! http://www.facebook.com/mybusinesspresence http://www.linkedin.com/in/karenmarieclark



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