Course outline for Jackson County (NC) Chamber of Commerce training about Facebook for Business on 3/6/2012

1. How to Set Up and
Optimize Your Facebook
Business Page
By Mary Anne Baker
INNsights Internet Marketing

2. This class is for:
● Beginners to Facebook Business
Pages
● Those who have set up a business
page on Facebook and want to
learn more about how to use all of
its features

3. What We Will Cover Today:
1. Why Facebook is Essential to Your
Marketing Plan
2. How to Optimize Your Page for Search
Engines
3. How to Optimize Your Posts for Facebook's
Edge Rank
4. How to Navigate in the New Timeline
5. How To Promote Your Page and Grow Your
Fan Base

4. Why Facebook for Business?
● 845 million users worldwide
● 25% of these users are in the United
States.
● 50% of Facebook users log in every
day.
● The fastest growing demographic of
new users is ages 45-54.
● It's Free.

5. Understanding Page Types
● Local Business - Your page is associated
with a physical location.These pages are
also referred to as "places" on Facebook
where people can "check-in."
● Brand - Your page features a business
without a physical location.

6. Optimize Your Page for Search Engines
The "About" Section
Predominately featured at the top of your timeline.
Local businesses: If your business is associated with a
physical location, then it will list the subcategory, address,
telephone number and hours of operation.
No physical location: If your timeline features a brand
without a single physical location, then it will let you add a
description of up to to 255 characters. Use your keywords
and add your website URL to create an active hyperlink to
your website. This creates a very quick link that your visitors
can click on.

7. Optimize Your Page for Search Engines
Sub-Categories
If your Facebook Page is a Places Page (so people can
"check in"), you will also have the ability to add sub-
categories to your page. This is done from the Basic
Information Tab.
● Must use options from the drop downs.
● Tag your page with up to 3 different sub-categories

8. Optimize Your Page for Search Engines
Optimize Descriptions & General Information
● Write as much content as you can with
heavy keyword utilization
● Use hyperlinks (include "www")
● Use a conversational tone
● Keep in mind that you are writing for Google
and other search engines.

9. Optimize Your Page for Search Engines
Page Titles & User Names
● Your page title is the name of your business.
You can change the title as often as you like
if you have less than 100 fans. Use a few
extra words (keywords) in your title if it
makes sense.
● Your User Name is a unique URL for your
page: Facebook.com/username. This is
sometimes referred to as a "personalized
link." You will need 25 fans. You cannot
change your user name once it is set.

10. Optimize Your Page for Search Engines
Using Facebook "as" your Page
● Purpose:
○ To promote other businesses in the hopes that they
will promote you back.
○ To comment on any Facebook Post as your Page
instead of yourself personally.

11. How to Optimize Your Posts for Facebook's
Edge Rank
What is Edge Rank?
Edge Rank is an algorithm that determines
whether or not your posts show in your fan's
news feeds.
The three parts to the algorithm are:
● Affinity
● Weight
● Time

12. How to Optimize Your Posts for Facebook's
Edge Rank
● Affinity - How connected a particular fan is. If they like,
comment, or share your content, then they have a high
affinity score with your page.
● Weight - Types of interactions and types of posts have
higher weights than others. For example, comments are
worth more than likes, and photos and videos are worth
more than status updates.
● Time - Newsfeeds are populated with posts that have
the highest score at that moment in time. Your post will
only hit the newsfeed if it has a higher score - at that
moment in time - than the other newsfeed stories.

13. How To Make Sure Your Posts Are Seen
● Post pictures and videos
● Ask questions
● Invite people to "click like" if they agree...
● Test and Re-Test - Review Facebook's
Insights to determine which posts have the
highest interaction rates
● Re-post popular photos or videos - be careful
to do this infrequently.
● Experiment with offering promos or
discounts available only to fans. See some
great examples at Facebook.com/sprinkles.

14. How To Make Sure Your Posts Are Seen
● Posts that receive the highest interaction rates are in the
evening and on weekends, outside of business hours
when page administrators are least likely to post. These
posts have a 20% higher engagement rates.
● Don't use shortened URL's or third-party posting to
make your posts. By making your own posts, it is 300
percent more likely to get clicked on.
● Most shareable words include "best", "most", and those
that explain, such as "why" and "how"
● Unsubscribe rates go up after three posts per day. The
secret is to find that balance between optimizing
interaction and managing unsubsccribes, which is going
to be different for every business.

15. Find Interesting Posts on Facebook
● Follow other Pages on your personal profile
that post content that your fans may be
interested in.
● When you see an interesting post, use the
share button at the bottom of the post to
share on your Page.
● Follow your competitor's Pages on your
personal profile - to learn what they are
doing successfully with their posts (but don't
share these posts - sharing is public).

16. Find Interesting Posts on the Internet
● Search on YouTube or on Google for
interesting content.
● Look for a share button or Facebook icon to
share that content on your own page.
● Remember that photos are ranked very
highly as posts. If you post someone else's
photo or article, make sure you credit the
photographer or author. (if your post links
directly to the photo or author, this is not
necessary)

17. Other Post Tips
Tagging:
● When writing a post, you can "tag" another Page. This creates an active link to
that page and also ensures that your post is posted on that page as well to
further expose your Page.
● Use the @ symbol to tag.
● In order to be able to tag a post with an active link to that page, you must have
"liked" that page within your personal profile.
Post your updates or specials on other Pages, such as your
Chamber or another business partner. To do this, you must
activate the "use facebook as" feature in the admin panel.

18. How To Navigate in the New
"Timeline"
Feature Overview:
● Cover Photo
● Profile Picture
● View and Apps
● Pinned Posts
● Larger Stories
● Star and Hide Stories

19. Management Tools
Admin Panel
● Manage
● Build Audience
● Help
● Notifications
● New Likes
● Insights
● Messages

20. Get Started with New Timeline
● Upload a new cover photo - dimensions are
851 x 315 pixels.
● Upload a new profile picture - use a high
quality image up to 180 x 180 pixels. This is
the thumbnail image in news feed stories.
● Pin a post each week - one that is important
and interesting. Posts can stay pinned for up to
seven days.
● Manage your page through the Admin Panel -
view insights, new activity, personal messages.

21. Promote Your Page
1. Put your personalized link (user name) in all
of your print marketing materials:
a. business cards
b. receipts
c. email signature
d. signs
2. Put a "Like Box" (or link) on your website
a. Go to Edit Page, Resources, then "use social plugins"
3. Invite your Facebook friends, email contacts,
and the share feature by using Facebook's
"Build Audience" in admin panel.

22. Promote Your Page
Use Facebook Ads
● Budget as little as $1.00 per day.
● Target by zip code, city, state, or country
● Target by keywords, age and interests
● Pay per click is more effective that pay per
impression.
● Use more than one version of your ad to see
which one performs best.

23. Current Facebook Ads Promo
Google the term “Facebook Small Business Boost” to go to this page to sign
up: https://www.facebook.com/marketing?sk=app_208227685926043
What you need to participate:
● A Facebook Page for your small business
● Your business must be based in the US
● Your page will need at least 50 likes
How It Works
● Get $50 in free ads if you have at least 50 likes on your Page
● Get $100 more in free ads if you add 100 more likes to your Page before
April 1, 2012
● Win $10,000 more in free ads if you are one of the top 10 pages that gains
the most new likes before April 1, 2012

24. Next Week
Next week we will learn about Twitter and how
to link your Facebook posts to Twitter.
Please set up a LinkedIn personal profile if you
have not already done so. We will learn how to
optimize and enhance your personal profile as
well as how to set up a company profile.
We will also learn how to set up a YouTube
channel.

25. For a copy of this presentation
Go to: www.SlideShare.net/INNsights
This presentation will be posted there by
Friday, March 8 at the latest.