Social marketers are concerned
with Facebook’s organic reach and ways to
adjust messaging strategies to reach the biggest audience.
Hootsuite has published a step by step guide to
maximizing your Facebook page.
This wouldn’t be much help if your business hasn’t completed
the first step of the process—setting up a Facebook Page. So
this time, we’re taking it back to the basics, and going over
every element in your business page on Facebook.
To get you started, we have created a Facebook Page template
that includes all important sections to fill out.
7 important areas of the Facebook Page template,
Create a Page
Creating a Facebook page is as easy
as clicking a button: you can either make a separate
page that you and your colleagues manage, or make a page out of your existing Facebook profile.
The latter is recommended for personal branding; and even then,
consider pros and cons heavily before making the switch—do this
only if you plan on doing absolutely no personal communication
over the network.
An important step in Facebook Page creation is determining the
category of the Page. Choosing the most appropriate category to
describe the nature of your business will help users find your
Page on the network. The category name is displayed to the
right of the profile picture, so it’s one of the first things a
user sees when they visit your Page. Make sure the description
is accurate: you don’t want people to be unsure about whether
they’re on the right Page!
If you have already set up your category upon creation, but
later decided it wasn’t reflective of your current strategical
pivot, you can change the category of your Page in the About
section. Under Page Info, hover over Category until the Edit
button appears, and adjust accordingly.
Unlike Twitter, Facebook provides plenty of space in the About
section for businesses to describe their company, mention their
products and services, and any relevant information that a user
might seek on social media. A must-have for any brand Page
is a link to the official website, a contact
phone number and email address—these fields should be mandatory
for filling out, since your current and potential customers
need to know different ways they can reach you. If you own or
run a brick-and-mortar business, you can include the address,
hours of operation, and even parking information in the About
section of your Page.
Call to action
A feature recently introduced for Facebook Pages is a call to
action (CTA) button. The button is located at the top of the
Page, next to other action buttons such as Like and Message.
Administrators can choose the text of the button, such as Sign
Up, Shop Now, Contact Us, etc. In order to determine which CTA
is best suited for your Facebook Page, it helps to
know what business goals you set out to achieve with
your presence on the network.
Whether it’s your profile picture or photos you share on your
Page’s Timeline, you should use high-quality, well-composed images. If
you’re promoting a piece of written content as part of your
Facebook content marketing strategy, choose the
image that can show off the value of the post—for example, if
you have a chart illustrating the most interesting numbers, let
your Facebook Page fans preview that.
Brands should pay special attention to the images chosen as the
profile and cover photos. Be careful to choose image
sizes in accordance the network’s
requirements—you don’t want to turn off potential customers
with pixelated or poorly cropped photos. You can see some
examples of best uses of Facebook cover images in our blog post that draws lessons from 10
Similar to the personal Facebook profile, the central part of
your brand’s Facebook Page is the Timeline. This is where your
customers will see the latest posts from your brand,
announcements of the events and product launches, and public
messages from other customers. You want the Timeline to tell a
cohesive story of your business, so pick the best photos,
videos and written content to feature on your Page.
Monitor your customers’ posts to your Page, and try to respond
to them in a timely manner: whether it’s resolving an issue,
answering a question about your product or service, you want to
address a customer’s need quickly. Not only does this help the
customer, it also shows other visitors that your brand cares
about its online audience.
Along with the standard view of the Timeline and the About
section, there are other tabs you can add to the top section of
your Facebook Page. In order to add, remove, or change the
position of the tabs as seen by you and your Page visitors,
click on the More button and choose Manage Tabs. Then, select
the desired tabs from the pop-up menu, or install new apps.
For example, the Hootsuite Facebook Page has a Community tab,
which takes the user to an installed forum-style app that lets
our customer success advocates interact with users. If you
think that Facebook can be a good channel for customer service,
perhaps a similar app is something you’d want to consider
Finally, while this is section is not part of your
public-facing Page, it’s an essential element of a successful
Facebook presence. Your Insights page will give a summary on
the latest likes, post reach and engagements, as well as the
performance of your recent posts. You can also see a detailed
breakdown of your audience, which includes your fans (people
who liked your Page) and people who have seen or interacted
with your posts. Monitor this section regularly and carefully,
and adjust the frequency and content of your posts accordingly.
If your posts are not getting your business the results you
want, Facebook gives you an opportunity to boost posts directly
from the Insights tab.