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Gini Dietrich

Four Ideas for Your Business Facebook Page

By: Gini Dietrich | January 16, 2012 | 
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Let’s talk Facebook today, shall we?

Sorry, Howie. I know you’re not a fan so you can go read another blog today.

I’m going to make a pretty big assumption most of you have at least checked out the new timeline. Even if you hate it, if you’re using social media for work, it’s important to understand how these most recent changes affect your business pages.

You’re going to become pretty creative in how you use Facebook now. I’m going to give you some tips.

  1. Ads, Sponsored Stories, and CreativityMari Smith, Facebook expert extraordinaire, posted, “The news feed is *clearly* favoring posts and activity from friends and subscriptions (vs. fan pages) — it’s becoming increasingly difficult to get fan page content seen in the news feed. So, do businesses then need to turn to ads/sponsored stories?” While I’m not completely sold on the idea that, in order to be seen in the news feed you have to buy the space, creativity is definitely something you need to have in order to get people to see your stream. We do Facebook question of the week to get people to visit our wall. Some additional ideas are coming this year.
  2. Subscriptions. If you don’t already have the subscription button turned on for your wall, do it now. This allows people to subscribe to your feeds so they always see what you have to say. You can create public posts and private posts so you’re not sharing everything with everyone. Think about the people within your organization doing the same thing. For instance, my subscription feed is public and I put stuff on there that is both characteristic of me and newsworthy or interesting. The people inside your organization are what makes the culture. Share them with the world.
  3. Recommendations. On the right-hand side of the company Facebook wall is a spot for recommendations. Ask friends to write something there. Not only does it live on that right-hand side for all to see, it hits the stream of the person who wrote it, expanding your network beyond the people who already know you.
  4. Photos. Use the cover photo and other photos to tell the company story and show off the culture. And change them frequently. People like to look at something visual and, the more you give them, the more apt they are to spend time on your page.

I’m sure there are a ton more ideas. In fact, you should pick up a copy of super smart Facebook marketer Brian Carter’s, The Like Economy to get some additional ideas. He teaches you not only how to be found in the news stream, but to do it in an engaging way that generates revenue.

What else would you add?

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

77 comments
Ari Herzog
Ari Herzog

I campaigned for re-election to the city council last year and created a Facebook page for local residents and business owners to like and follow my page updates.

That was short lived, for I quickly recognized despite people manually clicking the like button, there was zero interaction afterwards. By way of a case study, I posted the same content to both the page and my profile -- and the profile got far more interaction (comments and shares) than the page. So, I killed the page.

I now tell residents to befriend me instead.

I hate pages. It needs to be a well known brand to get anywhere.

etelligence
etelligence

I was lucky to be in the middle of a case study when Facebook first altered the algorithm. At first they changed the timeline so it ONLY showed people you interacted with within a certain timeframe and users had to go and adjust their settings to start seeing everyone's posts again (you guys remember that?) Your updates will go out to users who are online at that very moment and don't have your posts set to "show only important", but Page posts will almost never be seen by someone who has accumulated a bunch of backlogged posts unless they have went into their settings and told Facebook to show all your page posts. I covered the disadvantages imposed on Pages vs. Profiles in my latest E-Book (it's actually free on my website w/ subscription).

I believe they constructed the subscribe button JUST for celebrities. Celebrities aren't the ones buying advertising, but users do like to get their updates. It's trying to capitalize on what users like about Twitter. Businesses aren't allowed to have Profiles, Facebook has put a lot of thought into turning their Social Network into a Business that takes advantage of every facet of their platform. The value of the latest modifications (for Facebook) escape the average user.

Shonali
Shonali

One of the toughest things for business pages is that they can't tag people who've "fanned" the page in posts. I think Facebook disallowed this in the middle of last year. So one way around that is to post an update as the page, and then post a comment as yourself (i.e. person), and tag a few people. Obviously, this should be in a non-spammy, relevant way, and it doesn't have to be done with every single post. What this does is a) show the update in your personal timeline, which can help especially if you have way more personal friends than business fans, and b) alert the people you've tagged to the post.

Nic_Cartwright
Nic_Cartwright

Hi Gini (MIddle Eastern wifi progress ahoy!!) - welcome from afar (which is SO close to "welcome from a bar" - which would be more sociable I guess)....

In my new gig - It's like stepping back in time - without a skipper who really knows what he is doing. I am the self-nominated Social media champion - who got knocked out at the first round when he competed against other 'big schools' in the Big Leagues -

It is great to read your updates / education. - but for me to educate others (less 'in the know' than our selves) - can you refer to me an earlier version of SSucks, or even go off piste (on someone else's website). Where do you start with a new Facebook campaign (SM campaign) - what are the basics that can make the biggest diffference....

Sorry that the first time you hear from me is with a question (so needy!) - but I have to use my internet uptime carefully!!!

It's about 80 degrees here this morning - a chilly winter morn!!!

AskAaronLee
AskAaronLee

About #1: I think its forcing brands to be more engaging with their content. Its also making brands to grow their fan base organically or paid.

I'm noticing celebrities that I have "like" months ago appearing on my timeline and I'm not seeing smaller pages.

JayDolan
JayDolan

With #1, I suspect EdgeRank is becoming more complicated. The amount of "stories," or any content shared on Facebook, has increased exponentially year after year. Think about how much stuff you aren't seeing you're 600+ friends do. Add in any pages you like, and it's obvious that people and pages without a robust presence are getting lost in the mix.

jacque_PR
jacque_PR

Regarding #1, I don't believe it's absolutely necessary to go the paid ads/sponsored stories route. (I'm not a big proponent of those anyways. I think it detracts from the ultimate purpose of social media utilization and that, while you may boost your fan numbers, it doesn't seem to correlate with engagement. But I digest...) Timeline revamps aside, I think increasing news feed appearances have more to do with Facebook's EdgeRank algorithm and how/how OFTEN you post page content, i.e., constantly switching it up between Photos, Videos, Links, and Questions. So the argument could be made that the more creativity you put into your social strategy, the more likely your org's page is to succeed in the "Social Sea."

samramuslim
samramuslim

@saeedzaman that and PR are two areas that I am enjoying reading about these days ...! Dynamic

shonali
shonali

@ginidietrich I did, and I got more presents yesterday! Sorry for not replying earlier, I wasn't feeling well yesterday.

John_Trader1
John_Trader1

@TheJackB I agree with you - it is cluttered, even though I changed over myself and don't have any regrets. I suspect that our reactions have something to do with us being creatures of habit too.

saeedzaman
saeedzaman

@samramuslim hmm if u need more material to read I can help u out as I m MBA majoring in social media :)

rachaelseda
rachaelseda

@ginidietrich WHATTTT?! That's not what they tell me...at least that's definitely not what I pay them to say!

TheJackB
TheJackB

@ginidietrich Years of experience has demonstrated that one of the best ways to get a woman's attention is to:

1) Tell her to relax.

2) Call or describe her as being crazy/hysterical.

3) Ignore her.

Granted these are not designed to garner a favorable or loving response but I am a big brother and am speaking in said role.

Back in the day those sisters of mine used to scream...Got me in trouble more than once, but how else does a brother show his love. ;)

Latest blog post: I Hate Toys That Make Noise

TheJackB
TheJackB

@ginidietrich It felt/feels like it. Every one of my sisters had a bunch of friends who adopted me as their big brother. Got more than a few calls asking me to help them move and or listen to their man problems.

KenMueller
KenMueller

@TheJackB@ginidietrich See, I had the exact opposite reaction. At the top there might be a bit of noise based on the variety of things you are doing at this moment (plus, many of us are more active on FB than we were a few years back), but once you scroll down, there is a definite flow and pattern.

Trackbacks

  1. […] Four Ideas for Your Business Facebook Page | Spin Sucks Subscriptions . […]

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  5. […] The new Timeline shines the spotlight on you and your business, and that’s a good thing, but don’t forget your users. You should still encourage them to post and share their content, even if it isn’t quite as easy to see and navigate. And hopefully, Facebook will tweak the Timeline to allow these posts to be seen more easily. They’ve already made a few tweaks to the Timeline regarding how third party apps post, so we’ll just have to wait and see. […]

  6. […] The second tip appeared in a recent blog article from the good folks at SpinSucks: […]