With a few clicks of your mouse, you can start to put Facebook to work for you. Facebook fan pages are a free way to setup a focal point for people to show their interest and support for your product or business. With a Facebook fan page, you are able to get more visitors to your website without any cost to you, and the more friends you get involved with the page the more visitors your website will receive. It’s all a numbers game when it comes to Facebook.
Once you have your Facebook fan page setup, you need to learn and study everything about it for it to be successful. Facebook Insights were created to help page owners view metrics around their content so they can find out how people are getting to their pages and what they are doing when they arrive. All this information is very valuable so that you can find out what is bringing people to you and optimize it.
There are two types of Facebook Insights, User Insights and Interactions Insights.
User Insights are the total number of active users each day, the total number of likes a page has, number of fans a page has, demographics and even external referrers. Interactions Insights have to do with Likes statistics, Commenting activity, wall posting frequency, video posts and how frequent discussions come up. So as you can see, User Insights is slightly more valuable and tracks how people are interacting with your content, while Interaction Insights focuses more on how people share your content. This might all start to sound the same, but it makes sense in time as you start using Facebook more and more. A good metric to start focusing on right away is the monthly fan size growth, and is a good way to track growth of your fan pages.
Facebook places are a really powerful way for physical stores to get some serious exposure and more customers with minimal effort. All you need to do is mark your Facebook page as a place, and it will gain higher visibility on places like Foursquare. When you are listed on Foursquare and Facebook Places your customers become your advertisers, their whole network of friends will know about their experience at your establishment, and word of mouth is the most powerful form of advertising. Luckily, the second most powerful form of advertising is present as well, reviews. Facebook places also offers users a chance to write reviews of places, so highly rated locations are more likely to attract new business. Thanks to Foursquare, it’s become common for places to offer special deals to users who “check in” to the establishment and mention the offer. This is a great way to motivate new customers to trying out your service.
Of course, once all this is done, you still need to build your business Facebook page. Remember that people like being fans of companies that add that personal touch to their profiles, so add a nice picture and add details about your business. Writing on a daily basis about the store, new offers, ideas that have been discussed and even deals of the day. People like to be fans of pages that are updated frequently.
Now when you are managing more than one Facebook page, all of these small tips take a long time to implement. There are tools that can help you manage lots of profiles and pages, as well as schedule future posts so you don’t have to update fan pages every day. One tool that can do all these things is called AgoraPulse and has plenty of features that will make your life a lot easier. You can see better page stats, schedule posts and easily put quizzes and contests on your pages from an easy to use web interface.
With all the benefits of using Facebook as an advertising medium, there are some pitfalls as well. One such pitfall is to avoid from broadcasting to your fans, you need to integrate and talk with them not to them. Another problem is not investing enough time in your Facebook pages. You can’t expect results within 24 hours, things like this take time to launch and rushing it will turn people off rather than get them shopping at your store. Then there is the biggest no-no of all time, violating the Facebook Terms and Conditions. When you use Facebook as a source of revenue you need to know the rules and play by them. If, at any second, your entire Facebook operation could get shut down, you could be losing out on money. Remember to avoid these mistakes at all costs; sometimes you can do more damage than good when it comes to your reputation online.
Ben got onto the “Facebook marketing campaign” as soon as the feature rolled out. He has been using Facebook insights and Facebook places for pages for a New York homes community for a couple of months now, already seeing the improvement in engagement using the features and tactics he described in this article.