SINCE THIS WAS PUBLISHED, FACEBOOK HAS MADE SEVERAL CHANGES TO THEIR SITE SO SOME OF THIS IS OUT OF DATE….
You’ve got your Facebook business Page set up. Now what do you do? Let’s start with getting something on it.
Most SM experts will tell you that you should post to your Wall 2-3 times a week. Set up email alerts for posts or comments from visitor so you’ll be able to respond in a timely manner (at least the same day/next morning for late night posts). Nothing looks worse than a Page with old status updates.
For Wall posts, think value, i.e., what would be valuable to readers? And make sure you like whatever it is you’re going to write about or it gets tired fast. Also remember that whatever you post shows up on your Fans’ Wall, so think quality, not quantity (i.e., don’t spam).
- If you scan headlines each morning, post a link to articles you liked. Tell your visitors why you liked it/what’s in it for them if they read it.
- Throw in a few updates now and then about what you’re doing – showing a building, info on a listing you just signed.
- Until you have a lot of fans, there’s little sense in asking questions, but try it out to see if you get any response. If not, I’d recommend deleting question status updates after a few days.
- Post links to content from your website (market reports, white papers…), to your blog posts if you have a blog, to press releases or relevant content including videos.
Besides your Wall, you’ve got some built in pages:
This is your introduction to visitors – who you are and what you do. Fill it out and keep it professional. You can add multiple links to other sites (company, blog…) and your social network accounts. You’ll need the full URL including http://. You can’t use HTML to hide the link so the URL will show in full. Add some descriptive text as below:
http://twitter.com/#!/CREOutsider – Find me on Twitter
Not that links in your Info section will open in a new browser tab or page.
Create a photo album for each of your listings. Add a few work related photos – industry conventions or events you attend or from the office. An occasional personal photo is okay – people like to see your “human” side. Write comments for each then select the option to post the album or individual photo to your Wall (just don’t do a whole bunch at once…). Remove albums as listings expire – or update with a “sold” comment.
The Links tab aggregates all of the links you or others have posted to your Wall. I’d remove this, especially if you post several links each week because it will get long and cluttered.
Think of Notes as mini-blog posts. You can write on a specific topic or copy content from other documents. Maybe write summaries for links to documents – like the highlights of a market report – or create a list of CRE sites or blogs you regularly visit. Notes also provide an opportunity for keyworded content – great for SEO.
Facebook doesn’t give you a way to add a link to articles or content in a Note, so you’ll have to code them yourself. Use the format below, replacing URL with the full link/document address and “Market Report” with text describing what you’re linking to:
<a href=”URL”>Market Report</a>
Notes are published to your Wall plus they’re accessible from the Notes menu link.
Adding Apps to your Page creates more menu links for more content. Here are a few I’ve used:
Add your LinkedIn Profile to your page with this app. Note that your LinkedIn profile has to be public – and best that you don’t exclude your photo. If you use this, make sure your Facebook Info section doesn’t duplicate everything on your LinkedIn profile.
Add your blog or other feed (local news, national real estate news…) with RSS Graffiti. This automates posting but if the feed is from a third party, you don’t really know what’s being posted. If you use this, set it to post one or two items once or twice a day so not to spam your Fans.
Welcome pages are popular additions. You can replace the default Wall page with these. There are several Apps for these (search for Welcome page on Facebook – you’ll see a list of Apps) but note that some aren’t free or require third party subscriptions. If you know some HTML and want to try it out yourself, add the Static HTML: iframe tabs App. It’s well documented and easy to use.
You can also try copying a website page’s source (your own, of course…) and paste it right into the Static HTML: iframe tabs App…like I did with the source code from this blog page. If the page you’re copying is wider than about 700 pixels, it will be cut off (as mine is…). If the layout is relatively simple, you can tweak the HTML to make it fit.
The HTML will also need to have absolute links (full path to server – http://mysite.com/somephoto.jpg) – not relative ones (…/somephoto.jpg) of it will look like the “before” in this screenshot.
Content set, Page customized, now it’s time to find Fans. If you have a Personal Profile, let your friends know about your Page. On the Getting Started section of your Page, there’s a link to Invite Your Friends that will list your Profile’s friends so you can send them a message. Or just post the Page info on your Profile Wall.
Facebook also provides ways to import your address book so you can use that as a source for fans and code for a Like button to add to your website. If you’re on other social networking sites, announce your Page on those sites, too and put your Facebook Page URL (you’ll need 25 to get a personalized Page URL) on other marketing materials or in your email signature.
One more way to gain fans is to buy them with Facebook Ads or Sponsored Stories (one of your Wall posts). Ads can be targeted to specific groups. Sponsored Stories appear on your Fans’ friend’s profiles. Either way can be a cost effective way to broaden your reach.