How to never fail with Facebook.
A Facebook page, as you maybe already know, is the most cost-effective promotional tool available to companies and brands. Although many small businesses have launched a presence on Facebook via a user profile, in recent months Facebook has started to block user profiles, asking the administrators to instead convert into a page.
You should always choose a Facebook page for at least two reasons:
- Possibility to have a system of advanced statistics, on par with Google Analytics
- Opportunity to communicate your brand in the page, making the user experience richer. Some use Facebook instead of a webpage!
Need a Facebook Social Media Expert to help optimize your page?
Each page has some elements to be optimized in order to be more useful and informative for users. Here are the elements to optimize:
1. Basic page information
Unless you promote a social cause, a public figure or a single product or service, it is usually better to create a page as a “Local Business or Place” or “Company, Organisation or Institution”. These two main categories will allow you to make visible the user reviews on the page.
Include basic information about your business – your company name, address, phone number, email address, website, etc.
It’s also useful to include additional information that will fully describe your page, such as:
- Sub-category of the page: e.g. “hotel”, “bed & breakfast”, “vacation house”. You can enter up a maximum of three sub-categories
- Opening hours, price range, available car parking, public transport
- Description and short description: The short description includes geographic information/map. This info is also shown to users via the “information” tab
2. Vanity Url
The vanity url is the address of your Facebook page. Here you have the opportunity to rename and optimize your Facebook address/link, like so:
Simply enter the name of your company and perhaps any keywords related to your business (if they are really useful). In this way you can provide users and potential clients, an easy address to reach your page.
3. Call-to-action button
Recently, Facebook introduced the possibility to add a call-to-action button on your page. The available options are: Book Now, Contact Us, Use App, Play Game, Shop Now, Sign Up, Watch Video. Each button type is linked to a landing page of your choosing. Facebook will also tell you how many users have clicked on the call-to-action button.
4. Customizing graphic elements
You also have the possibility to customize your page’s profile picture and cover image. The profile’s image must have dimensions of 160 pixels, and the cover image 851 x 315 pixels. You can use the cover image to enter additional call-to-action details that encourage users to perform an action, such as an invitation to click the “like” button or to receive notifications from the page.
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5. Page reviews
To activate reviews on your page, it’s necessary that your page is a local company or place and has correct geographic information. The business address will be displayed on your page using Bing maps. Users/customers will be able to comment and evaluate your company on a scale score from 1 to 5 stars.
Why are reviews useful? Visiting customers can quickly decipher the quality of your business or product in a glance and that can influence future purchasing decisions.
One important thing to know is that not all reviews will be visible to admins of your page. In fact, a user may decide to review a page in three ways:
- Public: the review will be visible to everyone and also to admins
- Only friends: the review will be visible only to friends of the user who wrote the review, but not to the admins and other users
- Private: the review is only visible to the person who wrote the review
All reviews will be counted towards the review score that is displayed on your page.
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6. Page roles
In recent years, Facebook has also made the best to assign specific roles to the team in charge of managing the Facebook page. This helps to preserve the security of the page and for more flexible content management options.
The page’s administrator can assign different roles to other colleagues. There are 5 different types of roles provided by Facebook and are available in the settings page under Page Roles:
- Editor: can create and publish posts on behalf of page, respond to comments, access statistics and create advertising campaigns
- Moderator: this role is assigned to the person who is responsible only for community management
- Advertiser: this role is assigned to the person who creates and manages advertising campaigns
- Analyst: this role is assigned to the person who only analyzes data and statistical information
Do you have any special social media tips not mentioned in this post? Feel free to share them in the comments section.
twago has many social media experts available to help you reach your goals.