Of course the colossal media attention that Facebook has received – and it’s absurd valuations – coupled with the increasing quantity of member has undoubtedly been a pull for all sorts of firms to harness the platform, but the query is? How are they? And how are you – and your enterprise – harnessing Facebook pages?
Have you just reactively just thrown up a Facebook profile without really pondering strategically about what you truly want to acquire from it? And are you aimlessly collecting buddies with no real clue as to how to get these members to your internet site?
The Facebook company pages go in some way to organise the variety of business that at the moment have standard profiles by offering an effortless to manage template exactly where business owners can contain their address, logo and speak to specifics – and best of all they’re totally free and straightforward to set up.
These pages are, in my opinion, far sleeker than the “teenage” bedroom walls of traditional pages – with the added distinction that “Buddies” are in truth “Fans” who are accessible to post reviews, comments, pictures and comments about the company.
But benefiting from Facebook pages is not about just throwing a profile up, so ahead of glancing more than the ‘how to’ guide, ask yourself, “why do I need a Facebook web page?” Is it for elevated visibility? And if so, how do you propose to attract and hold these customers? Or is the objective to be a lot more buyer-centric by listening to their suggestions and criticisms in order to add worth to your enterprise? And if so, do you have the resource to manage this strategy properly?
While any tentative approach into arenas like Facebook are of course most likely to enable 1 to discover from their mistakes, one thing has to be stated for missing an chance to be wonderful, to capture the attention of your clients when and have them be ‘fans’ for eternity.
The following 5 measures explain how to get started:
1. Visit http://www.facebook.com/company/?pages and click on the “Create a web page” button
2. You will then be presented with a variety of categories such as “Neighborhood”, “Organization / Solution” or “Artist, Band, or Public Figure”. Choose the category applicable for your company.
3. On this same web page, either the name of your business, product or artist name and click the “Generate Web page” button.
four. At this stage, you will be presented with a template which you’ll need to have to populate with your business data. A short description, net address, contact information and a firm logo is a good place to commence, which you can incorporate by clicking on the “Add Info” hyperlink at the prime of the page.
5. After you are pleased with how your web page is looking, click back to the ‘Add Information’ page and click on the “Publish this web page” hyperlink. (You web page will not be accessible by the Facebook community till you do this).
Now, you have got your fundamental Facebook web page you happen to be a third of the way there… and while in this report I won’t talk about promoting your profile or recruiting close friends I will alternatively brainstorm a handful of suggestions as to how you can add value to your web page by encouraging customers or ‘prospective’ fans to interact with you and your company – this is, following all, “Social” media.
Let’s say, for instance, that my client is a neighborhood make business that sells by way of its central Brighton retail premises in addition to possessing concessions in a number of farm shops and cafes. Their on the internet sales are rising steadily, particularly its hampers at Christmas time, nevertheless with competition from the key supermarkets they truly want to step up they ‘local’ exposure on the web. They identified their create is far superior than that of their competitors, but they just need an avenue to communicate this to each their existing and prospective buyers.
They’ve currently ventured into Facebook (as just one tool in their arsenal) but this has had limited success, they now want to know how they can ‘use’ their Facebook web page to enhance awareness and ultimately drive targeted traffic into the shop and the internet site. My advice would consist of:
Add worth to your page:
Adding ‘value’ or ‘usefulness’ to your page is essential in order to enhance the time spent on your page and make sure your ‘Facebook fans’ return to it. A worst case situation would be that potential users, on their very first visit to your Facebook profile merely choose to turn into a fan with out ever truly engaging.
Feel about consumption.
The Produce Shop could include extensive particulars of where their retail shop is positioned, including a map and a link to a section of their website exactly where they’ve highlighted the nearest train and bus station and the ideal spot to park.
They could go further to consist of their opening occasions, their phone quantity and internet address, details of new goods that have come into the shop this week, unique offers, neighborhood events they advise, short interviews with local producers and farmers, an up to date news feed of what’s taking place in Sussex and the typical posting of images both in the shop, at neighborhood farms, at meals fayres and school fates.
This added value needn’t all be ‘one way’ either.
Enable and Encourage Participation:
Whilst we are conscious of the massive collection of customers and vast number of groups within Facebook it much more tough to predict how customers will interact with these groups, but it really is protected to say that with any communicative implies, interaction and participation is most likely to merit the a lot more useful response.
The Generate Shop could ask customers to submit their personal photos of what “Nearby” signifies to them, or possibly photographs of specific meals they have cooked with neighborhood make which includes the recipe. This thought could be expanded by staging a “Facebook” competitors, to win, say a hamper, whereby users are encouraged to submit photographs and ‘get involved’.
Posting ‘thought’ provoking points for discussion such as “Is Tesco proper to compete on value with battery Chickens?” will encourage customers to post their feelings inside your profile as nicely as verify back for adhere to up comments.
In this way, the ‘fans’ (of your brand, solution or service) become an active community.
Post a ‘Facebook’ occasion:
There is nothing at all like a great wine and cheese evening, but how about extending this and having a late evening opening of the shop and supplying clients a tasting session of a variety of nearby cheeses and wines. The Make Shop could post a ‘Facebook’ occasion about this evening, which would then be shared to all of the group’s members, who might in turn ‘accept’ or ‘decline’ their invitation. The beauty of this function is that their choice will be posted within their ‘mini feed’ (a sort of list of what they have been carrying out on Facebook – viewable by their close friends) which function promotes the occasion.
Photographs of the evening (which could be doctored with a ‘Produce Shop’ logo could then be posted on the Item Shops Facebook page enabling customers to tag themselves. Again, this is excellent for branding, and making use of totally free tool to your benefit.
Start a Facebook group:
Facebook allows members to start off and join groups, ranging from all sorts of subjects and the make shop could start a group, such as “I vow to Hold it Regional” or “I love Sussex Generate” which may function a lengthy description and images on the exceptional variety of generate accessible inside the area, exactly where to buy it from and why it is crucial to consider locally. The Generate Shop may possibly wish to team up with other retailers, cafes and shops who can all promote this Facebook group, which might also venture offline as effectively as they all campaign for local item, whilst also championing their organizations.
But with any foray into social media you have to be ready to listen to your clients, who may well have both excellent and negative things to say about your organization, your staff and/ or your goods.
Do not just burry you head in the sand or delete any adverse comments as an alternative use this to your benefit.
If a user was complaining -at length- that their Christmas hamper didn’t turn up until the New Year as a result of an administration error then this is an idea opportunity to post a response asking for them to make contact with you, or possibly offer you your apologies and guarantee to send them a present voucher or a complimentary bottle of Sussex wine.
Demonstrate that you care about your customers you are prepared to listen and make the needed amendments to guarantee complaints are minimised by tackling the root of the dilemma. If you have failings within your company, then you can assure your clients will point them out, but by being seen to listen to your buyers, the perception of your brand will be heightened, more than competitors who are busy burying their heads in the sand.
In conclusion Facebook pages can:
– Heighten Brand Awareness
– Create Brand Evangelists
– Provide Worthwhile Consumer Feedback
– Widen the prospective pool of prospective buyers
– Increase Sales (offline and on-line)
It is just about taking that first step, that very first foray into social media and engaging with customers…… your efforts WILL be reciprocated.