| There are a growing number of social media sites | | | | 4. Update Your Status |
| being used by businesses in their company marketing | | | | At the top of your Facebook page is a status box. |
| efforts. The secret to using social media effectively is | | | | When you post a status update, everyone in your |
| not to be everywhere, but instead to have an online | | | | friends list can see your update on their home page. |
| presence where your current and prospective | | | | For business owners, this is the place to share tips, |
| customers are online. Contrary to what many believe- | | | | promote events, post blog updates, announce new |
| Facebook is not just for college students or for | | | | products, links to your affiliate programs, links to |
| personal use. Facebook is increasingly being used by | | | | interesting video or audio presentations, websites, |
| companies in many creative ways such as to build | | | | articles, and newsletters.You can add updates as |
| their brand image, to drive traffic to their website and | | | | often as you are able in the " What's on you mind?" |
| blogs, to announce or get feedback on new products, | | | | box. These will appear on all of your friends' pages so |
| manage their online reputation, attract employees, | | | | ensure that they are meant for everyone on your |
| communicate company information, and as a means | | | | friend list, and are professional in nature. Otherwise, |
| to intercept potential prospects. For many companies, | | | | you risk people removing you from their list. |
| this increased company communication is leading to | | | | 5. Participate in Groups |
| enhanced relationships with current and prospective | | | | Online groups allow you to network virtually with |
| customers. In this article, I will outline how a planned | | | | potential clients and peers. You can also join Groups |
| internet marketing approach can lead to positive results | | | | on Facebook that are related to your work. There are |
| for your business. I will begin the article by addressing a | | | | groups for therapist, teachers, coaches, and every |
| few common misperceptions about Facebook that I | | | | conceivable profession. You can network, and learn |
| hear most frequently from my clients. Next, I will detail | | | | from experts in the field. Another way to maximize the |
| how to use and set up the various sections of a | | | | potential and relevance of these groups is to start one |
| Facebook account. I will conclude with several | | | | of your own. There is no cost to do this and this is a |
| recommended applications that will add functionality to | | | | great way to improve your company's visibility. For |
| your company Facebook page. | | | | example, I started a group for mental health facility |
| Common misperception #1: Facebook is only for | | | | administrators in Boston. This group is now a resource |
| personal use | | | | for sharing best practices and may over time lead to |
| Each time I give presentations on using social | | | | mutual referral relationships. To access groups, start |
| networking sites for business there is the perception in | | | | from your Facebook home page, view the list of |
| the audience that Facebook is only useful for | | | | applications and click on "Groups." You can browse |
| communicating with friends and family. Facebook | | | | through thousands of groups by area of interest, by |
| started as a closed community for college students, | | | | industry and geography. There are an incredibly varied |
| and has not been as effective as Linkedin at | | | | selection of topics and professions all over the map. |
| highlighting the business page and advertising features. | | | | 6. Build Your Friends List |
| However, Facebook continues to grow in use by | | | | For business purposes, it makes sense to have as |
| companies looking to reach the more than 200 million | | | | many friends as possible. One way to do this is to join |
| active users, and has very powerful and targeted | | | | a group and send connection requests to fellow |
| demographic tools that help companies to hone in on | | | | members with a note letting them know of your |
| their target market. | | | | interest in connecting with them on Facebook. Just as |
| Common misperception #2: Facebook is only for | | | | you would with an in-person business introduction, be |
| college students | | | | sure to check out their profile and learn about what |
| According to the Facebook Press Room page, there | | | | they are currently doing. Networking always works |
| are more than 200 million active users on Facebook | | | | best when there is a two-way exchange. Find ways |
| and a million new members are joining each week in | | | | you can be helpful to them such as introducing them to |
| the U.S. alone. Contrary to what many of my | | | | a colleague or potential business partner and they may |
| audiences believe- more than two-thirds of Facebook | | | | likely reciprocate and return the favor. Also, create |
| users are not in college. According to comscore.com, | | | | your own events page, or post on the Facebook |
| more than 50% of Facebook's users in the U.S. are | | | | "Events page." You can even see how many RSVP |
| over 35; the single biggest age demographic in the U.S. | | | | and get feedback from attendees. |
| on Facebook is now between 35 and 44, and | | | | 7. Create Fan Pages |
| Facebook's fastest growing age group is 55 and older. | | | | Because Facebook requires that a profile be |
| They also reported that Facebook ranks as the top | | | | designated to a person, not a business, they have |
| social networking site in the majority of European | | | | instead provided the ability to create fan pages. You |
| countries. | | | | can create a fan page for a business, book, product, |
| Common misperception #3: I am too busy for this, and | | | | author, speaker, celebrity or just about anything else |
| besides-it is not worth my time | | | | you want. To create a fan page, scroll all the way |
| Some of the reasons why social networking sites like | | | | down to the bottom of Facebook and click on |
| Facebook are increasingly being used by companies is | | | | "Advertising" (don't worry, this is free to set-up). Next, |
| because they provide businesses the opportunity to | | | | click on "Pages" at the top of the screen. You will find |
| easily and efficiently communicate regularly with the | | | | some helpful explanations about how pages work, |
| people in their network. Networks can include people | | | | along with the link that will allow you to create your |
| with whom they are currently doing business, people | | | | own fan page. Once your page is created you can |
| whom they would like to do business, vendors, and | | | | add links, events, discussion boards and other features |
| potential business partners. | | | | that make them interactive. Your updates from your |
| Social networking sites like Facebook are serving as | | | | fan pages will appear on your profile so your friends |
| an adjunct to, and in some cases, replacement for, | | | | will know about them. You can invite people to |
| traditional means of communication such as | | | | become a "fan" of your page as an alternative to |
| newsletters and direct mail. Facebook can be used to | | | | sending friend requests which will help you to further |
| regularly announce or get feedback on new products, | | | | cultivate an online community |
| spotlight new employees or existing employees | | | | 8. Use the Marketplace |
| accomplishments or talents, reward customer loyalty, | | | | Facebook has an online marketplace that allows you |
| promote special events and special offers, as well as | | | | to list your services and products at no cost. This is a |
| to create partnerships. According to a Forrester | | | | great way for you or your company to get exposure. |
| Research interactive marketing online research survey | | | | You can also use the marketplace to find items or |
| (March 2009): "40% of companies surveyed expect to | | | | services that you need. |
| cut direct mail budgets, while 35% will decrease | | | | How To Set Up a Business Page on Facebook |
| newspaper spend, and 28% will slash magazine | | | | Setting up a business page is easy. Just log in to your |
| money in order to spend more in interactive media." | | | | profile page and scroll down to the bottom of the |
| Some companies have reported that by using these | | | | screen. Then click on "Advertising" or by following this |
| online means of communication they have reduced | | | | link: That will bring up a page with the blue links one of |
| their marketing budget while at the same time | | | | which is called "Pages." Click on Pages, and then click |
| increasing sales. | | | | on the green "Create a Page" box on the right of the |
| Why Social Networking works: | | | | screen. You can now start filling this information in to |
| What companies that use social networking sites are | | | | create and customize your business page. |
| finding is that these sites allow them to more regularly | | | | After you create your business page, Facebook will |
| communicate with people, vendors, clients, colleagues, | | | | automatically add an application called the "Page |
| and prospects, which, in turn, helps business understand | | | | Manager" which should be located on the top and left |
| their customers needs better, increase trust, and | | | | side of your log. Again choose Facebook Pages, then |
| therefore build better business relationships. Most | | | | choose the best category for your business. Click this |
| people know that Facebook has been helpful as a tool | | | | link to load your business page where you can then |
| for connecting or re-connecting with friends, family and | | | | edit and add to the existing content. |
| co-workers. And most understand that even the | | | | It is important that you choose the name of your |
| personal connections have the potential to become | | | | Facebook page carefully because the page name will |
| new business opportunities-so it makes sense that | | | | become your key word search terms, and is the only |
| Facebook can be used to communicate with those in | | | | text that is used in a search on a Facebook page. |
| the business milieu. | | | | Once your page is in place, you can add applications |
| How to Set Up a Facebook Profile: | | | | that help to enhance how you represent your |
| To make use of Facebook you need to set up an | | | | company in your own unique way. To find applications |
| account. After registering you need to do the following | | | | for Facebook, click on "Applications" in the upper left |
| in order of importance: | | | | corner of your page, or search for them at this link: |
| 1. Create a Profile | | | | Applications are fairly easy to install and to set up. If |
| In order to begin to use Facebook you must create a | | | | you have difficulty with any one application-please note |
| profile detailing information about yourself. Based on | | | | that there is often more than one application available |
| site policies, you can create only 1 profile, and it must | | | | to accomplish the same task. |
| be tied to a human name, preferably your real name, | | | | Facebook Applications for Business: |
| not a business name. We will review setting up your | | | | Simply RSS : This allows you to display up to eight |
| business page later in this article, but first you must set | | | | RSS feeds on your Facebook page and display the |
| up your personal profile. If you are a married female, | | | | feeds from your business's main site and newsrooms. |
| use your maiden and married names so more people | | | | Upcoming: Add all of your events to upcoming.org, and |
| can find you. Facebook has a "Friend Finder" feature | | | | you can easily display them on your Facebook page |
| that allows users to search for people by school, | | | | with Upcoming's Facebook application. |
| company, or organization. In order for people to find | | | | My Flickr: Display photos from your Flickr account using |
| you -you must so be sure to list all of your previous | | | | this application. These photos can include logos, |
| schools, organizations, employers, in your profile. | | | | product photos, photos from events, etc. |
| Thoroughly complete the "About Me" section to | | | | Posted Items Pro: Allows you to embed multiple |
| describe your business and what services or products | | | | YouTube, Yahoo, and Google Videos, music mp3s, |
| you offer. In the "Information" box on your profile page, | | | | sites, files, and more onto your profile and Facebook |
| you need to include links to your website address, | | | | pages. You can add any variety of these elements, |
| newsletter, blog and other business information such | | | | making it great for a media center or press section. |
| as your company contact information, logo and a | | | | Twitter APP: If you have a Twitter account this |
| photo of yourself. Your profile page should be | | | | application will automatically pull your tweets into your |
| considered your "branding" page or your marketing | | | | Facebook status, and it automatically installs a |
| campaign. If you are working for a company-you don't | | | | Twitter-themed icon letting all you friends on Facebook |
| have to list all your personal interests-just limit your | | | | know that you are on Twitter. It also saves you time in |
| entry to listing your professional interests. You can | | | | updating and ensures that you have some profile |
| syndicate your blog on your profile page. By doing this | | | | activity to keep you relevant. If you are not on Twitter |
| you are enabling any post that you make to | | | | yet-you can add this at any time. |
| automatically appear on your profile page and all of | | | | By implementing these applications you will be creating |
| those people who are connected to you will see it. | | | | an interactive page that gives visitors a more |
| 2. Build Your Contact List | | | | complete understanding of your business. |
| Facebook was created based on the concept of | | | | Make the Time to Stay Relevant |
| connecting with friends. You can send and receive | | | | In order to stay relevant on Facebook, you need to |
| "friend requests" and once accepted, your friend can | | | | continually update your Page and use the site. If you |
| view your profile and you can view theirs. To begin | | | | do not have the time needed to do this consistently- |
| connecting with people that you know, you can either | | | | then I would suggest you hire a copywriter or social |
| import your address book/ contact database, or you | | | | media consultant to help. The more actions you take, |
| can also search Facebook for individual people. | | | | the more you appear in a fan's News Feed. This |
| You can also view the friends list of each person with | | | | keeps you in their mind, and in their friend's feeds when |
| whom you are connected. If you know any of your | | | | they interact with you. But updating content will do |
| new friend's connections, or you would like to know | | | | more than keep you on the News Feed; it will also help |
| them-you can send a connection request. You can | | | | make your Facebook Page one that people will return |
| grow your friend list by inviting all your clients, business | | | | to by offering fans an incentive to continue to read |
| associates, customers, family, friends, co-workers, | | | | your content and return to your page. There are many |
| school alumni, neighbors, and anyone else you think | | | | ways to do this such as providing exclusive content, |
| would be interested in connecting. I would suggest also | | | | special promotional pricing, exclusive contests, product |
| using the search feature on Facebook to look up | | | | previews, or privileged access to company events. |
| people with whom you have lost contact. After | | | | I hope this information has been helpful to you in getting |
| befriending -your profile will show up on all your friends' | | | | started in using Facebook. Make no mistake about |
| pages. Therefore, the more friends you have- the | | | | it-social networking is not a passing fad. Facebook, and |
| more pages your profile will appear-leading to more | | | | other social media sites are here to stay. So |
| people who will see your page and possibly get in | | | | regardless of whether you make use of all the social |
| touch with you. | | | | networking sites- you cannot discount the recent |
| 3. Communicate by using Wall Posts | | | | research indicating that customers are increasingly |
| Each Facebook member has a "wall" where friends | | | | going online to gather company and product |
| can post messages. In the business networking world, | | | | information, compare prices, and place orders. As with |
| this is the online equivalent of calling them on the phone. | | | | any new technology social networking will take time |
| You can send a complement to a colleague on their | | | | and effort for businesses to fully benefit from it; |
| work by writing this on their wall, comment on their | | | | however, it is my belief that this time and effort, if done |
| new service or product offering, or communicate an | | | | consistently and in a planned, thoughtful manner, will be |
| upcoming training or networking opportunity. | | | | time well spent. |