span and easy to set up.
class="cap">O f
These pages are, in my
course the colossal media opinion, far sleeker than the
attention that Facebook has “teenage” bedroom walls of
received - and it’s absurd traditional pages – with the
valuations - coupled with the added difference that “Friends”
increasing number of member has are in fact “Fans” who are
certainly been a pull for all available to post reviews,
sorts of businesses to harness comments, photos and comments
the platform, but the question about the company.
is? How are they? And how are you
But benefiting from Facebook
- and your business - harnessing pages is not about just throwing
Facebook pages? a profile up, so before glancing
Have you just reactively just over the 'how to' guide, ask
thrown up a Facebook profile yourself, "why do I need a
without really thinking Facebook page?" Is it for
strategically about what you increased visibility? And if so,
really want to gain from it? And how do you propose to attract and
are you aimlessly collecting keep these customers? Or is the
friends with no real clue as to objective to be more
how to get these members to your customer-centric by listening to
website?
their recommendations and
The Facebook business pages go criticisms in order to add value
in some way to organise the range to your business? And if so, do
of business that currently have you have the resource to manage
traditional profiles by offering this strategy effectively?
an easy to manage template where
Whilst any tentative approach
business owners can include their into arenas like Facebook are of
address, logo and contact details course likely to allow one to
– and best of all they’re free learn from their mistakes,
something has to be said for of the page.
missing an opportunity to be
5. Once you are happy with how
great, to capture the attention your page is looking, click back
of your customers once and have to the ‘Add Information’ page and
them be ‘fans’ for eternity.
click on the “Publish this page”
The following five steps link. (You page will not be
explain how to get started:
accessible by the Facebook
1. Visit community until you do this).
http://www.facebook.com/business/
Now, you’ve got your basic
?pages and click on the “Create a Facebook page you’re a third of
page” button
the way there… and whilst in this
2. You’ll then be presented article I won’t discuss promoting
with a range of categories your profile or recruiting
including “Local”, “Business / friends I will instead brainstorm
Product” or “Artist, Band, or a few ideas as to how you can add
Public Figure”. Pick the category value to your page by encouraging
applicable for your business.
users or ‘prospective’ fans to
3. On this same page, either interact with you and your
the name of your business, business – this is, after all,
product or artist name and click “Social” media.
the “Create Page” button.
Let’s say, for instance, that
4. At this stage, you’ll be my client is a local produce
presented with a template which company that sells via its
you’ll need to populate with your central Brighton retail premises
business information. A short in addition to having concessions
description, web address, contact in a number of farm shops and
details and a company logo is a cafes. Their online sales are
good place to start, which you increasing steadily, particularly
can include by clicking on the its hampers at Christmas time,
“Add Information” link at the top however with competition from the
major supermarkets they really Think about consumption.
want to step up they ‘local’
The Produce Shop could include
exposure online. They known their extensive details of where their
produce is far superior than that retail shop is located, including
of their competitors, but they a map and a link to a section of
just need an avenue to their website where they’ve
communicate this to both their highlighted the nearest train and
existing and prospective bus station and the best place to
customers.
park.
They’ve already ventured into
They could go further to
Facebook (as just one tool in include their opening times,
their arsenal) but this has had their telephone number and web
limited success, they now want to address, details of new products
know how they can ‘use’ their that have come into the shop this
Facebook page to increase week, special offers, local
awareness and ultimately drive events they recommend, short
traffic into the shop and the interviews with local producers
website. My advice would and farmers, an up to date news
include:
feed of what’s happening in
Add value to your page:
Sussex and the regular posting of
Adding ‘value’ or ‘usefulness’ photos both in the shop, at local
to your page is essential in farms, at food fayres and school
order to increase the time spent fates.
on your page and ensure your This added value needn’t all be
‘Facebook fans’ return to it. A ‘one way’ either.
worst case scenario would be that
Allow and Encourage
prospective users, on their first Participation:
visit to your Facebook profile
Whilst we are aware of the
merely decide to become a fan large collection of users and
without ever actually engaging. vast number of groups within
Facebook it more difficult to become an active community.
predict how users will interact
Post a ‘Facebook’ event:
with these groups, but it’s safe
There is nothing like a good
to say that with any wine and cheese evening, but how
communicative means, interaction about extending this and having a
and participation is likely to late night opening of the shop
merit the more valuable and offering customers a tasting
response.
session of a range of local
The Produce Shop could ask cheeses and wines. The Produce
users to submit their own images Shop could post a ‘Facebook’
of what “Local” means to them, or event about this evening, which
perhaps photographs of particular would then be shared to all of
meals they have cooked with local the group’s members, who might in
produce including the recipe. turn ‘accept’ or ‘decline’ their
This idea could be expanded by invitation. The beauty of this
staging a “Facebook” competition, feature is that their decision
to win, say a hamper, whereby will be posted within their ‘mini
users are encouraged to submit feed’ (a sort of list of what
photographs and ‘get they have been doing on Facebook
involved’.
– viewable by their friends)
Posting ‘thought’ provoking which feature promotes the
points for discussion such as “Is event.
Tesco right to compete on price
Photographs of the evening
with battery Chickens?” will (which could be doctored with a
encourage users to post their ‘Produce Shop’ logo could then be
feelings within your profile as posted on the Product Shops
well as check back for follow up Facebook page allowing users to
comments.
tag themselves. Again, this is
In this way, the ‘fans’ (of excellent for branding, and using
your brand, product or service) free tool to your advantage.
Start a Facebook group:
comments; instead use this to
Facebook allows members to your advantage.
start and join groups, ranging
If a user was complaining –at
from all sorts of subjects and length- that their Christmas
the produce shop could start a hamper didn’t turn up until the
group, such as “I vow to Keep it New Year as a result of an
Local” or “I love Sussex Produce” administration error then this is
which might feature a lengthy an idea opportunity to post a
description and photos on the response asking for them to
excellent range of produce contact you, or perhaps offer
available within the region, your apologies and promise to
where to buy it from and why it’s send them a gift voucher or a
important to think locally. The complimentary bottle of Sussex
Produce Shop might wish to team wine.
up with other retailers, cafes
Demonstrate that you care
and shops who can all promote about your customers; you are
this Facebook group, which might prepared to listen and make the
also venture offline as well as necessary amendments to ensure
they all campaign for local complaints are minimised by
product, whilst also championing tackling the root of the problem.
their businesses.
If you have failings within your
But with any foray into social business, then you can guarantee
media you have to be prepared to your customers will point them
listen to your customers, who out, but by being seen to listen
might have both good and bad to your customers, the perception
things to say about your of your brand will be heightened,
business, your staff and/ or your over competitors who are busy
products. burying their heads in the
Don’t just burry you head in the sand.
sand or delete any negative
In conclusion Facebook pages
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About the Author:
Simon Dance is the link and social media executive at Leapfrogg, a Brighton SEO and Search Marketing agency who specialize in best practice and ethical search marketing solutions. Keep up to date with future post from Simon Dance on the FroggBlog © 2008- This article is free for republishing - One link must be active.
Article Tags: facebook, page, produce
