Facebook Pages Optimization Guide
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This document provides guidance for businesses on using Facebook pages to engage customers and build their brand. It recommends that businesses first create a basic Facebook page and then focus on three key steps: 1) starting conversations with customers by posting engaging content, 2) expanding their fan base by promoting their page, and 3) analyzing page insights to optimize engagement. The document offers specific tactics for each step, such as asking questions to encourage comments, sharing exclusive offers, and using a regular posting schedule to maintain conversations. It also provides sample posting calendars for different types of businesses. The overall message is that an active Facebook page can help businesses connect with customers and achieve their marketing goals.
Facebook Pages Optimization Guide
- 1. a Building Your Business with Facebook Pages
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- 3. 1 The Facebook Mission Give people the power to share and make the world more open and connected
- 4. 2 Introduction So I created a Page…now what? Every day, over 150 million people in the To get started, download the Facebook US visit Facebook to connect with friends Pages Manual and follow the step-by-step and their favorite businesses, brands and instructions for creating a basic Page. If organizations. Creating a Page for your you already have a Page, and want to know business is the first step to building lasting more about our recent improvements, visit conversations with your customers on our Page Upgrade Guide. Facebook. And it’s fast, easy and free! Next, follow this guide to begin making connections…Your fans are waiting!
- 5. 3 Maximizing Your Facebook Page: 3 Easy Steps 1 Start the conversation 2 Expand your fan base 3 Analyze and optimize
- 6. 4 1 Start the conversation Your Facebook business Page really comes Set your strategy ABOUT US to life when you engage your fans, and Jasper’s is a unique community it’s important to remember that many • Know your business destination for ultra-premium relationships begin when your posts are What is your unique voice? How can prepared foods and catering, published to your fans’ News Feeds. Here you bring your brand story to life in a free-range meats and poultry, are some tips for getting started: compelling, authentic and personal organic and local produce, wild seafood, artisan-baked goods, way? chocolates and beverages. • Know your customers OUR BRAND Who are they? How will they want to We offer the very best quality locally connect with your brand? What content sourced products and we take great will be important to them and what will pride in our personal relationships engage them? with both our customers and our purveyors. We’re really passionate about great food, and we LOVE to • Know your goals share our discoveries. Our brand What kind of relationship do you voice? Warm, genuine and inclusive. want to have with your customers? In addition to building your brand, do OUR CUSTOMERS Living in NYC, men and women 24-54, you also want to use Facebook to drive urban, social, love exploring their city immediate sales or in-store traffic? and supporting small businesses and Defining and prioritizing your goals local non-profits. will help you create your Page posting strategy. OUR GOALS We want to build connections and engage our customers on our Facebook Page, and inspire them to shop in our store at least three times per week.
- 7. 5 Follow best practices for posting Find the right rhythm We’re an urban grocery store that serves Nobody knows your customers like you lots of busy professionals who shop very do, so decide how often they’ll want to frequently for food, so it’s ok to post to our hear from you and what content will best fans every day with interesting content engage them. about our specials and featured menu items. I check my Facebook Page for five minutes right before I open each morning and just after we close. That way, I can respond to any urgent comments or questions very Schedule time for Facebook quickly. People really appreciate it! Set aside 5-10 minutes each day to monitor your Page and post updates. Keep it human Be conversational, personal and authentic. Share video and photos of your business, your community and your customers. Jasper’s Market Jasper’s Market Soup’s on tonight! Drop by We are silly for shitakes this after 5 pm for a big bowl of week! Our produce buyer, John, squash soup and a Belgian white recommends showcasing them ale. We’ll throw in warm bread in a warm quinoa salad with and scintillating conversation! goat cheese after a quick sauteé. about an hour ago · Like · Comment · Share 1 hour ago Like · Comment · Share 6 8 Rita Fabi and Giselle Schmitz like this. Write a comment… Write a comment…
- 8. 6 Share news and exclusive content Encourage fan participation Fans love “sneak-peeks” about new products and news. You Create fun, engaging conversations with clear calls-to-action. should also post photos, videos, recipes and anything else that Ask questions and reward responses. If someone posts gets people talking. something you love, repost it and respond personally to them. Allow your fans to post directly to your wall with questions, feedback and compliments. Jasper’s Market Jasper’s Market The best chevre with truffles from Goat Hill has just What’s the single most amazing food you’ve savored at arrived! It’ll sell out fast, so come and get it soon! Jasper’s? Vote for your favorite answer and we’ll serve it 15 minutes ago Like · Comment · Share in our store all season long! 3 12 2 hours ago Like · Comment 12 people likes this. Write a comment… Rita Fabil That’s easy… It was your organic grilled pizza! I’ll never forget that delicious Jasper’s Market crispy crust! We’re on TV tonight! Mark Lamberti gives us a shout out in a 3 minutes ago · Like fun video interview on shopping farm-fresh in the Big Apple! 1 hour ago · Like · Comment · Share Write a comment… Meg Sloan and Mark Rodgers like this. Lisa Carey Write a comment… Many thanks to Jasper’s amazing bakers! Your Chocolate Truffle Torte is unbelievable. 15 minutes ago Like · Comment Jasper’s Market Lisa, we’re so glad. We love that torte too! 5 minutes ago · Like · 2 people Write a comment…
- 9. 7 Reward your fans Handling negative feedback Post special offers just for your Facebook fans, like discount hen you engage your fans in a genuine dialogue, W codes and exclusives on new products. Offer a special code transparency is very important. Remember this is and/or create a Facebook Check-in Deal that can only be a conversation, so listen and respond, and address redeemed in your store. negative feedback honestly and openly. Jasper’s Market Happy Valentine’s Day, Facebook fans! Stop by tomorrow from 10 am - 1pm for a special chocolate treat when you say the secret code “willy wonka”. We’ll also offer 20% off all purchases through our special Facebook Check-in Deal. 1 hour ago Like · Comment · Share 35 people likes this. Mike Fretto What an incredible deal! I’ll be stopping by during my lunch break. 15 minutes ago · Like · 2 people Write a comment… Tip Get updates on your page’s activity Stay connected to your Page with on-site notifications and emails of fan activity. To customize your settings, visit your page, click the “Edit Page” button in the top right corner, and select “Your Settings” from the left column menu.
- 10. 8 Develop a conversational calendar Begin building your connections Create a schedule and a regular rhythm for your postings Start with who you know and consider posting at specific times when engagement is highest. You can also create weekly features that encourage Use your existing email lists, direct mail and personal participation. (See the sample conversational calendars at the contacts to promote your Page and begin building your end of this guide.) fan base. Ask your contacts to like your Facebook Page to stay connected to your business for updates. Leverage your existing marketing Jasper’s Market Add a Facebook logo with a call to action on your It’s Cheesemonger Monday! When in-store signs, newsletters, emails, fliers, menus and you’re entertaining, what else is on business cards. Install social plug-ins which are buttons your cheese plate besides crackers? you can place on your website to encourage interactions Visit our Cheesemonger tab to learn and Page likes how you can win a generous wedge of bleu cheese from Sperry Farms. Yum! 3 hours ago Like · Comment 4 people like this View all 6 Comments Lauryn Hale A guest favorite at my house has always been Jasper’s Olive Dip and organic gluten-free crackers. Delicious!!! 15 minutes ago · Like · 2 people Write a comment… Tip Keep your Facebook posts fresh too! Download the Facebook app for your smartphone, and update your business page when you’re away from your computer.
- 11. 9 2 Expand Your Fan Base Encourage visitors to like your Page Jasper’s Market Like Encourage visitors to like your Page by working with a developer to create a special landing page tab. Partner with other brands or local organizations Jasper’s Market Enter for a chance to win a $100 NY Partner with other brands or local organizations to create wine shopping spree from Jasper’s and co-promotions and encourage viral sharing with incentives. the NY Wine Group! Click on the “Win Wine” tab at the top of either page to enter. Invite your friends and receive additional entries. Contest ends next Friday, so enter now! 1 hour ago Like · Comment · Share Expand the reach of your posts Jasper’s Market Congratulations to @greateats for a fabulous char- When you mention a person or organization you are connected to ity event on Friday night. Shout out to our team for yet in a post on Facebook, type the @ symbol, begin typing the name, another amazing burrata and heirloom tomato creation! and then choose them from the dropdown menu. Your post will automatically post to their Wall. 15 minutes ago Like · Comment · Share Jim Renauld and 5 others like this. Write a comment…
- 12. 10 Use social plug-Ins on your website Home Stores Install a Like box on your homepage and a link on your newsletters and emails to drive people to your Facebook Page. Products Recipes LIKE US ON Like FACEBOOK Jasper’s Market Encourage physical check-ins at your business We’re getting wild at Jasper’s! Come visit us this week and check-in on Facebook and unlock a great deal for When people check-in at your business, the post will appear in 30% off all Alaska Salmon. This week’s Copper River their friends’ News Feeds and provide additional exposure for beauties will go fast! your business. 1 minute ago Like · Comment · Share David Steer likes this. Write a comment… Promote with ads and Sponsored Stories Jasper’s Market Spring has sprung! Visit Jasper’s for the best and Facebook Ads are the best way to build awareness of your Page freshest seasonal produce. and drive new fans. Sponsored Stories harness the power of 1 minute ago Like · Comment · Share recommendations, and they’re a great way to spread your content further. Stories are served to friends of those who have liked your Jim Renauld likes this. Page or your content. Write a comment…
- 13. 11 3 Analyze and Optimize Facebook offers tools to help you analyze what’s happening on your Facebook Page so you can monitor key metrics, get insights about who visits your Page and what they do on it, and develop a plan to get more fans and increase interactions. Download the Facebook Insights Guide for an in-depth look at how to use the free tools available to you on Facebook. 368 6,892 2,512 3,000 2,000 1,000 Resources Now you have the tools and knowledge you need to make the most of your Facebook business Page. So start connecting with your customers today! For more detailed information on creating your Page or marketing on Facebook in general, visit our Facebook Pages Manual and Facebook Marketing Solution Guide to Facebook Ads .
- 14. 12 Sample Conversational Calendar: The Bridge concert hall To keep your Facebook fans engaged with your Page, create a posting plan, or Conversational Calendar. Here’s how a local concert venue might approach it: THE BRIDGE OUR GOALS OUR APPROACH We have been Austin’s premier concert hall Reinforce our position as the premier Promote our events and featured for almost 100 years, attracting legendary music venue in Austin and share daily performers, offer special discounts and talent from all over the globe, and music inspiration with our fans. free tickets to our fans and showcase enthusiastic music fans from all over the The Bridge’s unique history historic local Austin area. performances. Sunday March 6th Tuesday March 8th Thursday March 10th Saturday March 12th Theme: Theme: Theme: Theme: Weekly Concert Calendar Featured Event Today in Rock Encore Who’s rocking The Bridge this The Sampsons pre-sale is Seventy years ago, Robert We’ve still got a few tickets left week? The Shenanigans on 3/12, happening right now! Text Zimmerman entered the world for the Shenanigans show. Still Sunday Monday Tuesday Wednesday Thursday Friday Saturday Josh Jeet on 3/11 and the Ravens SAMS to 414411 to get your with something to say. Who’s haven’t heard their amazing on 3/9. Tickets are going fast! pre-sale code! Robert Zimmerman? None Alt Country sound? Click HERE Theme: Theme: Theme: Theme: Theme: Theme: Theme: other than the legend Bob for a free download of Concert Ticket Featured Artist Today in Sneak Encore Dylan! “Roadsong Blues”. Calendar Giveaway Event Spotlight Rock Peak Monday March 7th Wednesday March 9th Friday March 11th Theme: Theme: Theme: Weekly Ticket Giveaway Artist Spotlight Sneak Peak - Tonight’s Show Today is Tickets Monday! What Thirty years ago, Creedence The Ravens are in the house was the most amazing concert Clearwater Revival played five tonight! Here’s a photo of you experienced at The Bridge magical nights here – all sold drummer Rex Monty setting up in 2010? Share your story on out. We shot these photos for the sound check. Show our Concerts tab and one lucky backstage on the last night. starts at 7 pm - come check ‘em winner will get two tickets to out! Saturday’s Shenanigans show.
- 15. 13 Sample Conversational Calendar: Home by Design online retailer To keep your Facebook fans engaged with your Page, create a posting plan, or Conversational Calendar. Here’s how an online retailer might approach it: HOME by DESIGN (online retailer) Our Goals Our Approach We are an online retailer that sells modern Inspire a community of design passionates Inspire ongoing home design, and create housewares. From ergonomic OXO kitchen and open their eyes to the possibilities for a steady retail drumbeat for promotions, tools to luxurious linens inspired by global home improvement. design-related articles/content and sales. travels and avant garde artists, Home by Design makes it easy to shop outside of the aisles and create a unique and thoroughly modern habitat. Sunday December 6th Tuesday December 8th Thursday December 10th Saturday December 12th HOME by Theme: Theme: Theme: Theme: DIY Design Inspiration DESIGN Announce New Products… New Markdowns!!! Last Days to Save Want to bring some panache Spring Cleaning? Everyone Last Day to save an What are your best to your pho?!! We love the deserves sparkle in the additional 10% on all decorating tips for the December elegance and simplicity of these stainless steel chopsticks our buyers found kitchen! Just this week, all of our kitchen gadgets are 20% off, with free shipping. Start clearance items during our Clear the Decks Sale. Use code RHCD112 at checkout. holiday table? Our favorite response will win a handcrafted folk candelabra Sunday Monday Tuesday Wednesday Thursday Friday Saturday in downtown Hanoi. Get ‘em shopping! from Scandanavia Designs. while they last! Theme Theme: Theme: Theme: Theme: Theme: Theme: Announce Design New Giveaway Last Days Seasonal DIY Products Inspiration Markdowns to Save Inspiration Monday December 7th Wednesday December 9th Friday December 11th Theme: Theme: Theme: Design Inspiration Giveaway Wednesday Seasonal Recognize these patterns? Fan exclusive! It’s Giveaway If you’re lucky enough to be They’re all ikat prints, the Wednesday, so weigh in to plotting a warm-weather crux of our newest home win. Which room in your getaway, don’t pack those collection. Ikats date back house is most in need of a bags until you see the centuries and are created by makeover? We’ll choose one thoroughly modern luggage tying and dying lengths of lucky winner for a $500 Home we love. Through Saturday, yarn before weaving. by Design gift certificate. shipping is free on all Beautiful! luggage!
- 16. 14 Sample Conversational Calendar: Smiling Buddha yoga studio To keep your Facebook fans engaged with your Page, create a posting plan, or Conversational Calendar. Here’s how a local yoga studio might approach it: SMILING BUDDHA YOGA STUDIO OUR GOALS OUR APPROACH We are a local yoga studio that offers Build a community of casual and committed Inspire our fans to nurture themselves on Denver’s best Vinyasa yoga instructors in a yogis and be a coach and advocate for all- and off the mat and make Smiling Buddha peaceful, clean, supportive studio. around health and wellness. an important part of the flow of their week.. SMILING BUDDHA YOGA STUDIO Monday March 14th Wednesday March 16th Friday March 18th March Theme: Theme: Theme: Mind Body and Spirit Fight the Mid-Week Blahs Friday Inspiration Sunday Monday Tuesday Wednesday Thursday Friday Saturday “When the power of love Valentine’s Day contest - Write Question: Happy Full Moon Theme: Theme: Theme: Theme: Theme: overcomes the love of power, a haiku about someone you Friday! What (or who) Mind Body Power up Fight the Weekly Friday the world will know peace.” – love. The 5 haikus with the inspires you? Our favorite Spirit your week Blahs Giveaway Inspiration Jimi Hendrix. Wind down your most “likes” win a free yoga post gets free yoga all weekend with joyful reflection class! weekend. at Candlelight Flow Yoga tonight at 7 pm. Tuesday March 15th Thursday March 17th Theme: Theme: Power up your week! Weekly Groovin’ Giveaway Back to the mat - Join us TODAY What do you like to wear on @ 430p for an inspired practice your mat? One lucky yogi will of movement and community. win the amazing new See you there! Caribbean music mix our own Karen Smith just created for today’s lunchtime stretch class.
- 17. 15 Additional Resources: Manage your existing ads: www.facebook.com/ads/manage Advertising guidelines policies: www.facebook.com/ads_guidelines.php Guide to Facebook Ads: www.facebook.com/adsmarketing Receive ongoing tips: www.facebook.com/facebookads Create a Facebook Page: www.facebook.com/pages/create.php Use social plug-ins: www.developers.facebook.com/plugins Advertising help center: www.facebook.com/adshelp Facebook Page Promotion Guidelines: www.facebook.com/promotions_guidelines.php
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