Facebook is the world’s largest social networking service. It lets friends, colleagues and family members share what’s new in their lives via an online profile or “wall” where users post status updates, videos, photos and more. The emphasis on Facebook is on personal communication, but its functionality for business is growing steadily.
Instead of creating an individual profile, businesses can establish a Facebook Fan Page that can include company updates, employment opportunities and insider news. To build a network on Facebook, businesses invite customers and prospects to follow them on the site.
Tip: Face Profiles represent individuals and must be owned by an individual. Facebook Pages are designed for business, organizations or musical groups.
- Visit www.facebook.com.
– Click on the link in the lower-right corner that says “Create a page for a celebrity, band or business.”
– Complete the fields under “Create a Page.”
– Confirm that you are the official representative for your business, and click “Create Official Page” button.
- Set up your Facebook Page.
– Once you’ve set up your account, you’ll be taken to your Facebook page or “wall.”
– Follow the steps to customize your page with text, photos and links.Tip: Your wall represents your company – make sure it’s interesting, informative and supports your employment brand.
– In the upper left-hand column you’ll see an “Edit Page” link underneath your profile photo. Click on it to learn more about settings and useful pre-installed applications.
- Review the account and privacy settings under the Account tab, which appears in the right side of the main menu. Adjust them to match your company’s social media policy.
Step 2. Friend and post
With your account and page complete, it’s time to build your network on Facebook.
- Make friends.
– To build your Facebook network of fans, you’ll need to promote your page.
– Promote your Facebook page externally by telling your business associates, employees, and prospective candidates to “find you on Facebook” and show their support by becoming a fan. Include a link to your Facebook page on emails and all marketing materials.
– Consider a Facebook ad. Learn more here.
- Start Posting.
– Let your friends and fans know what’s going on by posting or “updating your status” in the “What’s on your mind?” box at the top of your wall. Your update will appear in the News Feed of everyone who is following your company.
– Updates can be new job openings, company updates, industry insights or interesting resources you’ve found online.
– Photos are another great way to show, rather than tell, what’s happening at your company.
– When you’re done, be sure to hit the “Share” button.
Tip: If you have a specific job to fill, make it easy for prospects to find more information and apply directly from your fan page by providing a link to the job in the career center or jobs section of your company website.
- Update your status.
– Some companies update their status daily, others less frequently. Do what’s right – and manageable – for you as long as it’s regularly and your posts are engaging and purposeful.
Tip: Encourage interaction and create a dialogue by asking fans questions.
- Reply to postings.
– When a fan visits your page and leaves a message, it shows up in your News Feed. Check your News Feed regularly by logging on to your Facebook page and reviewing posts in the center of the page. Be sure to reply to comments – whether they are positive or negative – to continue the conversation and show that you’re listening. That responsiveness will help grow your network over time.
One page, many voices
Companies can have one Facebook Fan Page but an unlimited number of page administrators (found under the “Edit page” option). Administrators can add content to the page, which adds to the volume of updates and provides different viewpoints for your fans.