This document provides an overview of how business professionals can use Facebook to promote their business. It discusses the benefits of using Facebook, the differences between personal profiles, business profiles, business pages and groups. It also provides tips on how to attract fans, engage customers, and use Facebook insights and page analytics to measure engagement. The key points are that Facebook can help businesses connect with potential customers, engage current customers to build a community, and drive traffic to their website. It recommends having a content strategy that includes regularly posting quality, relevant content to keep the page active and fans engaged.

1. Facebook for Professionals
Nancy Beth Guptill
Cool Tools for Social Media

2. Introductions

3. Agenda
● Introductions and how everyone is currently using
Facebook
● Benefits of using Facebook for business
● How Business Professionals use Facebook
● Personal Profile, Business Profile, Business Page and
Groups – what are the differences between them
● Communicating with Potential Customers
● Driving Traffic to Your Website

4. If Facebook were a country...
● From: clickymedia.co.uk

5. The Growth
● clickymedia.co.uk

6. Facebook Facts

7. Using Facebook for Business
● Most popular social network with over 500 million users
● A tool for connecting people with those around them
● Provides the opportunity for users to experience the
personality of your brand online
● As a marketer, you can use Facebook to expand your
online footprint and engage with customers directly
● The largest Mall in the world where your Business Page
is your 'store front' – if people like what they see, they'll
stop in

8. Defining A Facebook Strategy
Hub & Spoke

9. Defining A Facebook Strategy
Your social media
strategy should
have the end result
of identifying
“highgrade”
prospects that you
know are interested
in your business
and thus have a
better chance of
becoming a
customer.

10. Business Goals for Facebook
1) Get found by people who are searching for your
products or services
2) Connect and engage with current and potential
customers
3) Create a community around your business (a tribe
and hungry crowd)
4) Promote other content you create, including
webinars, blog articles, or other resources
5) ULTIMATE: Drive traffic to your website and blog,
sign up for your e-zine

11. Your Business Reasons?
What are your business reasons for being on Facebook?
• Update your followers on latest developments
• Answer questions about your products and services
• Share information about your company
• Create photo albums of products or events
• Broadcast news and views
What else?

12. Facebook Rules & Regs
● Business Use: Facebook rules state a business can
not set itself up with a personal account
● A business MUST have a business page or group page
● You can have unlimited business pages and groups
● Personal Use: You can only have one personal
account, with a limit of 5000 Friends
● You can segment your friends into lists; you can have
100 lists, with 1000 friends per list

13. Profile vs Pages
Profiles are meant for people
Pages are meant for businesses
Differences between Business Pages and Personal Profiles:
1) Pages allow for multiple administrators to help manage the
account
2) Pages are, by default, public and will rank in Facebook and
public search results
3) Pages are split into different categories (local businesses,
brands, musicians) that help you get listed in more relevant
search results
4) Personal profiles have friends, requiring mutual acceptance,
while anyone can become a fan of your Business Page

14. Business Page vs Group
GROUPS – organizing around ideas and topics
● for members to connect, share and
collaborate on a given topic or idea
● are effectively used as a tool to build
awareness around various ideas
● Ability to make them 'exclusive' and 'by
invitation only'

15. Business Page vs Group
Business Page – entities and organizations
can broadcast information
● A tool for companies and public figures to
engage their fans and customers
● Facebook users can interact with
companies and public profiles they wish to
follow
● Build a community

16. Facebook Page vs Group

17. Facebook Page vs Group
The key distinction is a group is for a community of people with common
interest, while a page represents a brand or entity of which there are “fans.”

18. Examples
● PAGES:
http://www.facebook.com/marketingtwins
http://www.facebook.com/peiflavours?v=wall
● GROUPS:
http://www.facebook.com/group.php?gid=42317699692
http://www.facebook.com/group.php?gid=66127681677&v=wall

19. Summary of Account Types
● Personal Account – restricted to 5000 friends
- You can create very Personal or More Professional
● Business Account Only – unlimited likes, limited usage
● Business Page – unlimited Fans / Likes
● Group Page – restricted to 5000 members (messaging will
be disabled)

20. Using Facebook as a Networking Tool
● Create a Personal Profile – make it Professional
● Create a 'Professional' Friend List
● Use Facebook Groups – join groups of interest,
create your own [Evaluate group based on recent news, wall
postings, member list, discussion boards]
● Post introductions on walls of groups and business
pages with link-backs
● Participate in 'discussions' and 'reviews'
● After meeting someone in person, ask to keep in
touch, find and friend them on Facebook

21. Creating A Personal Profile
That's Professional in Nature
● Show your full name, job history and schooling.
● Only add work-related email accounts / IM.
● Only add industry contacts as friends.
● Only join networks related to school and work.
● Only have one professional looking photo or do not
include a photo.
● If “blasts from the past” try to find you this is where they’ll
end up and you can add them as a contact without
revealing lots of personal information to them.
● http://www.socialmediaexaminer.com/facebook-101-
business-guide/

22. Creating 'Professional' Friend List
List Segmentation
● Go to 'Home' – click on 'Friends'
● Click 'Edit Friends'
● Click 'Create a List'
● Name your list
● Select contacts

23. Page Functionality
- The Power of Sharing
- Creating Photo Albums
- Using ‘Notes
- Creating Events
- Monitor Your Page (analytics)
- Customizing using FBML (facebook
Markup Language)

24. Attracting Fans
Attracting Fans (Free)
- Suggest to friends
- Use the Power of Sharing
- Add page links everywhere in online and offline
promotions
- Add Facebook social plug-ins on blog and website
- Add FB widgets on Blog and webpage
- Include the Like and Share functionality on your
website and blog
- Include collecting names in offline business processes

25. Attracting Fans
Attract Fans – Paid Options
- Facebook Ads
- Run competitions and sweepstakes (Facebook has
Rules)

26. Communicating with Potential Clients
Best Way to Keep Your Page Active and Fans
Engaged:
● Share quality, relevant and meaningful content
● post frequently (2-3 times per day)
● Develop a content and posting strategy
● Have a mixture – links, photo's, questions, text,
video, audio, events, tags, tags (@)

27. How to Engage & Network
● Ask questions
● Run contests
● Have fans join SMS
● Use the words 'you' 'yours'
● Keep posts short
● Address fans by name
● Respond quickly
● Thank Fans
● Surprise Fans
● Use @ tagging
● Use discussion boards & testimonials

28. Features of Facebook Pages aside
from the basics
● Customize using FBML
● Custom Tabs
● Enhanced Walls
● Custom Welcome Messages
● Embedding audio, video, images
● Integrating Blog, Twitter, Email Sign up

29. Facebook Insights
● User Insights: records total Likes, active users,
demographics, and page views
● Interactions Insights: shows page activity,
such as posts, mentions, likes and comments.
● Post Insights: shows how many impressions
each story on their Page receives and what
percentage of those impressions result in action
(likes, comments, or clicks)
http://www.facebook.com/help/?page=914

30. Characteristics of a Great Page
● Content & Posting Mix
● Experiential – integrate audio, video, contests,
blog, twitter, etc.
● We'll email you a 'How To' guide with lots of great
information and tips

31. QUESTIONS