1. Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Facebook Marketing for Business ImpactOnlineMarketing.com

2. Setting Up a Business Page Assign a name – Usually your business name – Select appropriate category – You can get the vanity URL without the extra numbers, like www.facebook.com/timefreedombusiness.com www.facebook.com/timefreedombusiness.com – Edit Page/ Update Info Short Description – Important! – Use keywords – Goes under your cover photo in many cases – Link to your website and include phone number Long Description – Complete thoroughly, use keywords ImpactOnlineMarketing.com

3. Cover Photo and Profile Photo Cover Photo – 851x315 Use to position your business / organization Reinforce branding Make visually appealing Change this out periodically Profile Photo – 180x180 Key branding element – use logo if possible Appears beside every post that goes into newsfeed Cover photo and profile photo work well together PicMonkey.com ImpactOnlineMarketing.com

4. Build Your Fan Base Send invitations to FB friends Invite friends, family, existing customers Have others (staff, etc.) do the same Consider FB right columns ads to grow fan base Gateways – must Like page to access something Grow Likes with contests or events Encourages content to go viral ImpactOnlineMarketing.com

5. Facebook is All About Engagement Facebook reach has declined Average post reach in 2013 was 16% Average post reach in 2014 is just 6% Average post reach in 2014 for large brands (500K+ fans) is 2% Forbes projects FB brand pages reach will soon be 0% Content MUST be interesting to your fans More engagement (post Likes, Shares, Comments) will be rewarded with better distribution of your posts Post an interesting mix of content for variety Updates only Updates with photos VideosLink shares ImpactOnlineMarketing.com

6. Best Practices for Better Engagement Post frequently Several times per week is best More than once per day even better (if warranted) Always LIKE comments Always Comment on Posts to your page LIKE related pages Comment (when and where appropriate on those pages) Ask questions to encourage engagement Run contests / sweepstakes to increase interaction Sweepstakes have more interest overall Be sure to read FB terms and conditions and adhere ImpactOnlineMarketing.com

7. Types of Content Informing Storytelling (most important) Just for Fun “Selling” ImpactOnlineMarketing.com

8. Informing Content Dates and details of special events Updates from events, photos from events, etc. Announcements about new staff, staff changes Announcements about new products, expanded services, and related changes Things like downtime over holidays, changes in seasonal business hours, etc. ImpactOnlineMarketing.com

9. Storytelling Content Stories about customer experiences with product/service (or beneficiaries of services for non-profits Stories about staff why they choose to work for YOUR biz Stories about business owners in off-hours (vacation, etc) Stories about donors / volunteers (nonprofits) Schedule: as often as possible – will need to encourage participation! ImpactOnlineMarketing.com

10. “Just for Fun” Content Keep content related in some way Use appropriate humor – these tend to get shared Memes Cartoons Ask questions Questions good for generating comments as responses Trivia questions related to your product / service / industry Fun questions related to holidays, special events, etc. Share posts from related pages that will appeal to your own fans ImpactOnlineMarketing.com

11. “Selling” Content These are more direct pitches to sell actual products or services or to ask for donations Subtle selling is best – direct approach is often too harsh in social media Make sure no more than one post of four is of the “Sales” type (more will alienate your audience) ImpactOnlineMarketing.com

12. Analytics – Using Insights ImpactOnlineMarketing.com Total Likes Number of unique people (friends of fans) who liked your page Gender, age, visitor’s city & country of origin Post performance When your Fans are online Lots more!

13. Analytics – Tips for Use ImpactOnlineMarketing.com Record your baseline numbers BEFORE starting any promotional campaigns Track numbers at campaign end Evaluate overall performance What can you learn from this? How can you capitalize on this? How did the increase affect your sales?

14. Monitoring Page Perfomance Use: http://Likealyzer.com Can be used to monitor any FB page Provides an overall score vs. similar pages Looks at engagement Tells you where you are doing well Give suggestions as to how to improve your page Easy-to-use Suggested use: once per week (at LEAST once/month) ImpactOnlineMarketing.com