Direct Marketing Article
3 Tips for Using Facebook as a Business
By Heather Lutze
Most people know Facebook as a great way to stay in touch with friends and
family, and to reconnect with long lost childhood classmates. But there's
another side to Facebook - one that can help your business grow.
According to Facebook's own compilation of statistics (found in their Press
Room), more than 1.5 million local businesses have active Pages on Facebook,
and more than 20 million people become fans of Pages each day. For CEOs and
business owners, this means Facebook is definitely a way to spread your
company's message, build community and loyalty among customers, and
ultimately increase your company's bottom line.
If you've only used Facebook for personal reasons, making the jump to a
business application can seem challenging. The following suggestions will
help you create a business Facebook presence that generates results.
Distinguish your Facebook person and persona.
Ask yourself these two important questions: "Who am I as a person outside of
my business?" (This is your person.) "Who am I as a business owner on
Facebook?' (This is your persona.) Can you combine the two identities?
Absolutely not! If you already have a personal Facebook page that you use to
keep up with your friends and family, then keep it personal. Don't mix your
business contacts into that page.
Rather, build a new Facebook profile as the CEO and Founder of Company XYZ.
This is your business persona page. You could even name it John W. Smith,
CEO and Founder of Acme Corporation. On this page you'd put your corporate
bio and other information that pertains to your role in the company - the
persona of you as a CEO. Then you can build a Fan Page off of that personal
profile that talks specifically about the business.
Mixing your personal and business pages is discrediting and unprofessional.
And yes, it's perfectly fine to have two profiles on Facebook. You'd simply
have to use your middle initial or some other distinguishing information to
differentiate the two accounts.
Name your accounts wisely.
While your individual posts on Facebook are not ranked in Google searches
(at least not yet), your profile is ranked. Simply go to your settings tab
in Facebook and elect to make your profile public. How you name your
business persona page and fan page is critical for ranking purposes. While
you'd certainly use your name for your individual business account and use
your company name for your fan page, you'll want to tag some keywords onto
each name. For example, if you as the CEO wanted to be known as a leader in
internet marketing, you might name your business profile John W. Smith,
Internet Marketing Strategist. Similarly, you could name your fan page in
such a way that there's no question what your company does, as in "Acme
Corporation, Widget Supplier and Manufacturer."
Think of the keywords you want to be found under and work those keywords
into your tagline or title. This strategy gets your profile open to the
world and helps you go beyond just building a Facebook community of friends
and fans. Now you're opening your company up to a bigger community outside
Post appropriate content.
Once your pages are set up, encourage your current clients or customers to
join your fan page. Anything that happens with the business, such as any
trade shows the company is attending, new products or services you're
offering, any new company developments you want people to know about, or
anything related to the company as a whole, would appear on the fan page.
People read those posts and monitor what your company is doing or offering
and they then invite others to become fans.
As for your business persona page - the page focused on you as the CEO and
Founder - here you'd post information about conferences you're attending,
your thoughts on the industry or company, and business things related to you
personally. For example, maybe you won an award or got an article published.
Talk about these types of things on your business persona page.
Additionally, on your business persona page, you'd only put out and accept
friend requests from people who directly relate to your business. If one of
your personal friends finds the page and offers a friend request, direct
that individual to your personal page.
Realize that while you can control whom you befriend, you have no control
over who becomes a fan of your company's fan page. People become fans
because they are interested in your topic.
Also, it's okay to have blatant ads, coupons, and specials for your company
on your fan page. In fact, fan pages were designed as a way to give
businesses a way to blatantly promote their company without getting people
upset. However, don't put ads, coupons, or specials on your business persona
page. If you do, people will quickly start un-friending you.
Finally, remember to feed your Twitter posts, blog posts, and YouTube videos
directly to your fan page so you can extend your brand. You can do all this
dynamically by using a tool such as
Build Community...and Profits
With more than 400 million active users on Facebook, this is one place you
definitely want your company to be seen. The key is for clients, prospects,
and the Facebook community at large to see your business in the most
positive light possible. By keeping your business and personal information
separate, building your pages professionally, and posting relevant content
your audience will want to read, you can create powerful relationships on
Facebook that positively impact your company's bottom line.
About the Author:
Heather Lutze has spent the last 10 years as CEO of The Findability Group,
formerly Lutze Consulting, - a Search Engine Marketing firm that works with
companies to attain maximum Internet exposure. A nationally recognized
speaker, she is the author of, "The FindAbility Formula: The Easy,
Non-Technical Approach To Search Engine Marketing" (Wiley and Sons). Heather
is a lead speaker for Pay Per Click Summit, and previously spent two years
speaking for Yahoo! Search Marketing. For more information, visit