#6 How to use Facebook for Business

Podcast- How to Use Facebook For Business Autopilot Your Business Podcast Transcription

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Andrew McCauley: Hello and welcome to Podcast 6. This is Andrew McCauley

and I am very, very lucky to have the wonderful Heather

Porter over here in my studio in Palm Springs.

Heather, hello!

Heather Porter: Hello, Andrew McCauley! It‟s very fun to be here because I

am sitting across from you, staring at you as we record

this. Normally, I am staring at you from across the Skype

call in Australia. So, it‟s nice to be here.

Hello and welcome, guys. Welcome back. It‟s nice to have

you joining us again.

Andrew McCauley: It‟s great. Now, I am looking forward to doing this podcast

because, as you said, we usually have this conversation

over a Skype call and all sorts of technology can get in the

way and it has in the past. So, this is cool. What are we

talking about in our podcast today?

Heather Porter: I am loving, loving this topic because we are talking about

Facebook and we are reserving this entire episode for

Facebook – how to use it, what is it, and how to make the

most out of it. And specifically, Andrew, we are going to

cover three topics. We are covering what is a profile, what

are pages, and what are groups – how they differ and how

to use them all.

Andrew McCauley: So, I guess that we are going to have to podcast pretty

much every third week because I think that‟s the way

Facebook changes at the moment – they get out of bed and

they want to change something. So, it always seems to be

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the case. For some reason I go to teach this stuff from

stage and they change it the night before that I teach it.

So, all the stuff that I have readied for the units generally is

a waste of time.

Heather Porter: Now, what you are telling me is that you are literally on

stage and there was somebody who is on stage with you

and they were trying to pull up samples and it was during

the last change, they kind of didn‟t know what to say.

Andrew McCauley: Yeah, totally, it‟s hilarious. We had 400 people in the room.

We were teaching them some Facebook stuff and it was

changing as we were showing people – “What is this? This

is not what it‟s supposed to be here.” So, it‟s just one of

those things. People get upset about Facebook because

they change so often but at the end of the day, if you

stayed upset and we walked away from it, you wouldn‟t be

working. Facebook is doing these changes for a reason. At

the end of the day, they are going work, the changes will

work for us. It‟s just a matter of keeping up with it which

can be annoying for some people but that‟s what we are

here for, Heather.

Heather Porter: That‟s what we are here for.

Andrew McCauley: For People or listeners like you guys to get through this sort

of stuff.

Heather Porter: You know what, in a past podcast I was saying that what

you do on social media should be exactly what you do when

you walk into a room of people, like literally you should be

yourself, you should be transparent, you should just be who

you are and give a lot of good value and these changes and








how Facebook is changing is just to basically allow you to

do more of that – be a little bit more of who you are, be

creative and you‟ll have no problems.

Andrew McCauley: Yeah, one of the things I would like to say and I was

actually saying this and it‟s a perfectly great time to bring it

up… I was saying at some stage when we were teaching

this that Facebook is a tool and all of these social media

platforms, whether it‟s LinkedIn or YouTube, Twitter or

Google+ or any of the platforms or even MySpace back in

the day, they are all tools and you don‟t want to build your

business on a tool because if you build your business on a

tool and the tool either gets ripped from under your breaks

or changes dramatically, then you are in trouble, your

business is in trouble. So, utilize these tools as that as

tools to build your business, not as foundations for your

business.

Heather Porter: So, on that note, what we are going to talk about today is

fundamentals of using Facebook and no matter what

happens in the future, I think what you will find is what we

are going to discuss on this podcast you will be able to use

whenever for whatever you are using Facebook for because

this is like the Holy Grail of Facebook, basically – what are

the differences, how to use it for business, and how to use

it to start to get more traffic to your pages.

Andrew McCauley: Yeah, totally, totally.

Heather Porter: So, Shall we jump in?

Andrew McCauley: Let‟s jump in, let‟s get started. I am sure the listeners are

keen to find out what we can make of the timelines and all








the things that are going on in Facebook right now. So,

let‟s get going.

What‟s out first topic? What are we going to cover?

Heather Porter: Let‟s start easy, shall we? Let‟s start with the profile.

Andrew McCauley: Alright, profile.

Heather Porter: So, why do you need a Facebook profile and what is it?

Andrew McCauley: Well, essentially, a profile is… Facebook wants everybody to

have a profile. They want you to be human. Facebook‟s

main mission in life is to connect everybody socially; that

was their main idea in creating Facebook in the first place –

it‟s to connect people socially. And by having a profile, it

gives people a voice, it gives them an identity and they

want to make sure that that identity sticks with you. So, in

order to join Facebook, they will ask you to create an

account and it will often be a profile. You can actually

create a page without having a profile but the problem with

that is that you are extremely limited in what you can do on

your business page. So, a profile is a perfect way to get

your information become a human face of your business.

I don‟t know if we have got executives from Coca-Cola

listening to this podcast; I am sure they probably are but

mostly small businesses, medium-sized businesses, they

are the face of their business or they need to have some

people in their office, the face of their business and

everything boils down to what you have always learnt in

business before internet was even born and that‟s people








want to do business with people they know, like and trust;

and if you can create a profile that gives that indication of

someone that they can know, they like and they can trust,

then you will find that you will do a lot more business than

someone who is only using Facebook for marketing

purposes only and not building that relationship.

Heather Porter: Okay. I know a great deal about Facebook, so I am just

going to kind of play like dumb, like I don‟t know much at

all right now. So, I will just pretend. One of my girlfriends

has a profile and she has kids and she says “God, I really

want to protect the photos of my children. I am paranoid

about what‟s going on in the internet these days.” Yes, she

also has a small business but she is very confused as to

where does the profile fit into, she has images of her

family, how does she differentiate between her family and

her business colleagues and who should she accept as

friends and I guess pretend like… You are talking to me, I

am a newbie, I am thinking “Okay, why do I really need a

profile if I just want to chat with my family and how does

that fit into it?”

Andrew McCauley: Sure, sure. So, the question comes out often and one of

the ways I would like to answer it is if you owned a shop…

let‟s say you owned a retail shop and you are standing at

the counter and somebody walked into the shop completely

estranged to you. Do you think you would pull out your

photo album and show them the pictures of your kids, tell

them where they live, what time they go to school, what

they are having for breakfast without even getting to know

who the other person is?

Heather Porter: Good point.








Andrew McCauley: You wouldn‟t, right?

Heather Porter: No.

Andrew McCauley: So, Facebook by default has various kind of privacy settings

which you can set up. Now, there are a lot of options

actually in privacy settings and I encourage every single

person to go through their privacy settings and just have a

look at what is set up because if you haven‟t visited your

privacy settings, you probably should check them every

couple of months just to make sure that any new options

that Facebook has put in there by default are the actual

ones that you want.

So, having said that, go through your privacy options and

have a look at what people can see. You can limit and

really restrict what people of your information, whether it‟s

photos, whether it‟s your phone numbers – any information

you want can be really restricted. I would encourage

people to go down and check out their privacy settings

which is just on the top right hands side, next to your name

on the profile, the arrow there, the dropdown arrow. Go

and check that out and have a look and there are a lot of

ways you can really control who does see what you have

got to display on your profile. You can make it as private

as you like or you can make it as public as you like and I

would make a bet that you want to set it somewhere in

between.

Heather Porter: Would it be a good idea to have two profiles, like say one

just for your immediate family and your friends and then

one that you may be use more for your business colleagues

or business clients?








Andrew McCauley: Yes and no. I get the idea of doing that. Apart from the

fact that it‟s against Facebook policy – you can only have

one profile – it‟s a big no-no and you don‟t want to run the

risk of them finding out that you have done it and then

shutting down both accounts or any associated pages or

anything like that. So, I would say no. Build one profile,

control the settings but then create a page which we will

talk about soon but use a page for your business

connections because that‟s where you are going to interact

with your business people, your staff, your clients and that

sort of thing. So, use the page for that sort of thing and

use the personal profile for your personal close-knit family

and friends.

Heather Porter: Got it. So, really ultimately from the start you kind of have

your outcome of where it‟s going to go. So, either you can

open it up a little bit more to a broader public or you are

just going to maybe keep it into a tighter circle of people

and then from there you just set your boundaries and you

know… because I know that when we have had clients

before, they come to use sort of halfway through and they

have heard from somebody “Oh, you know, use your profile

for business” and then from somebody else “No, no, no, no,

no, don‟t use your profile for business” and then they are

jumping back and forth, they are unsubscribing people and

they are befriending people and they are confused.

So, I think you just kind of… everything‟s right, there is no

wrong, choose how you want to use it for yourself, yeah?

Andrew McCauley: Yeah, totally. And just be sensible about it, think about if it

was a shop, as I said, if it was really a shop, how would you

react? Would you go and post stuff that you wouldn‟t know

would tell the clients you are opening the shop? So, just be

sensible about it and you really can‟t go wrong.








Heather Porter: Good point. And, look, after all it is on somebody else‟s

platform. So, even though you have privacy settings, you

are never 100% sure, are you?

Andrew McCauley: One of the other things that we just mentioned is that

Facebook also has notifications where you can get notified

when anybody does anything with your name associated to

it and if you had every single e-mail box checked, you

would be saving hundreds and hundreds of e-mails but

some of the things that I would recommend to do is go and

tick the box that says “If somebody tags you in a photo, I

get an e-mail from Facebook” because that‟s something you

want to know. Remember, if someone‟s going to tag you in

a photo, ordinarily, the photos are fine but if someone

either tags you in a photo that you are not in – and that‟s

very easy to do – you want to know about that, you want to

make sure that you dissociate yourself. It could even be an

old photo and you are easygoing and looking dumb and

stupid and you did something crazy one night at a party

that just is not you anymore and if you get tagged in that

sort of photos, you may get a whole bunch of colleagues

looking you in a different way. So, get yourself notifications

for things like being tagged in post, being tagged in a photo

or somebody makes you an admin of a page that you don‟t

want to be an admin of, things like that. Go and check out

those notification settings too. That‟s a pretty important

point as well.

Heather Porter: You actually did bring up something quite nice and I was

going to go and mention a couple of other things but I

actually would like to take a quick step back. People are

saying nowadays that they are getting hired and fired

based on their posts that are on Facebook. So, say

somebody does post a photo of you that‟s no longer

appropriate of who you are as a person, what do you do to

get that removed? What if you go to the person and you








say “Look, remove this” and they don‟t want to remove it?

Do you have any rights in that matter?

Andrew McCauley: Yeah. Well, now with the settings that they have got, you

can… depends on what it is. Sometimes the photo, you get

tagged in a photo, it won‟t be attached to a timeline unless

you approve it inside the timeline, right? So, you need to

tick the box that says „tick‟. I am not exactly sure though

where else that photo will appear; if it appears on that

person‟s personal profile, it still will. So, that‟s one thing

you want to be careful about. Now, often you don‟t want to

go through the Facebook drag of e-mailing people on

Facebook and say “This person‟s did something blah, blah,

blah”. It‟s going to take forever, right? So, you want to

contact the person over this and say “Listen, it‟s not

appropriate. Can you please remove it?” It‟s like you can

report the photo as spam, you can report the person to

Facebook and that sort of stuff; it gets messy but I have

heard the Facebook is pretty quick on that sort of thing

because they want to make sure that people aren‟t getting

offended and are leaving.

Heather Porter: So, you can be proactive.

Andrew McCauley: You can be proactive definitely. And as I said though, if

you didn‟t know that that happened… I mean, it could be

out there for months without you even knowing, doing all

sorts of damage without you even knowing about it. So,

that‟s why I say go and set those notifications so that you

get e-mail as well as checking Facebook to make sure that

you know what‟s going on in Facebook about you. That

goes for a lot of people but if you get the settings set up

right in the first place, then you really don‟t have much to

fear.








Heather Porter: Very, very good. I am kind of feeling a theme coming on

here. I think we will do a little more of the Facebook story

at the end of this podcast where we will recap on the most

important points such as user settings, notifications.

Andrew McCauley: Yeah, it‟s really easy to beat the thing. I have done a

number of videos on it. In fact, I could do a bunch of

videos on just privacy settings and what they mean

because it really is an important aspect that some of you

don‟t really pay too much attention too. So, yeah…

Heather Porter: It‟s good. It‟s made me think twice for sure.

Alright. So, now a couple of quick things before we move

on to pages. Now, there is a couple of things that profiles

have that I find quite interesting and one of them is you

have subscribers now, people can actually subscribe to your

profile. What does that mean and what‟s the reason for

that?

Andrew McCauley: Well, it‟s interesting. There is a limit of how many friends

you can have on Facebook and the limit is you can‟t accept

5000 friends. Now, the addition to subscribers essentially

means that people can subscribe to your public updates but

not necessarily your personal ones that are set to be

personal. So, if you make all of your posts public, then

subscribers will get to see what you are talking about.

They are not necessarily friends, so you haven‟t connected

with them as friends but they are just going to find your

public updates.

Now, if you make all your posts public to everybody, then

those subscribers and your friends will see that.








Heather Porter: I know when you are doing as post there is a little

dropdown arrow on the right hand side, right? And that‟s

where you choose your settings. Do you recall by default

which setting is on?

Andrew McCauley: It‟s posted to everybody, it‟s posted to everybody.

Heather Porter: It is public.

Andrew McCauley: Yeah, as far as I remember, and I will have that answered

for you before the end of this sentence.

Heather Porter: Yes because that‟s another important thing to keep in mind

when our theme right now is paying attention, being

proactive, to really look at who you want to post things to;

so keep that in mind when you are posting stuff on your

profile – not your page but your profile – that you do

concentrate on the right hand dropdown arrow and choose

the people that you wanted to go to and just jump in,

Andrew, wherever you find that point because I actually

might kind of… it‟s a good segway to actually go to the next

question that I have and that‟s about lists. You can actually

create lists in your Facebook profile of certain people, like

you might have your mentors, you might have your family,

you might have your personal friends, your uni buddies.

So, you can actually list or clump together your friends.

And correct me if I am wrong, Andrew, as well but you can

also even post your updates to certain lists. Can you not?

Andrew McCauley: Yeah, you can. So, the cool thing about lists and I will say

this as well, if you only go to a small amount of people on








Facebook, friends‟ list, your friends in general, that‟s not

such a big deal but getting the habit of putting them in just

certain lists… I have got a list from different events that I

met people at. So, they come up to me and say “Hey, can

we connect with you?” and they will connect with me and I

put them in a certain list from an event and that may be a

certain marketing event or maybe a personal development

event or something like that. So, I know what sort of

information they are looking for. So, I put them in that sort

of list. It maybe just personal friends from outside of my

work that I put in there, it may be other industry mentors

that I look up to and I don‟t want just rubbish going out to

them. So, I put people in the list and I can make my post

public to everybody or I can just send specific information

to those people in that list and no one else will see that sort

of stuff which is pretty cool because it‟s a great way to

segment the information that you want to go out to

different people.

Heather Porter: And you can create list on the fly, can you not? I

remember when you actually friends, you can actually say

in that approval process which list you want them to join

and you can actually create a list there.

Andrew McCauley: Absolutely, yeah. You can do that straight away. As soon

as you add them to friends, you can put them straight into

a list.

I am just looking at subscriber comments, subscriber

notifications. I believe it‟s set to „all‟.

Heather Porter: „All‟. I don‟t know, I believe you are right actually. So,

important to keep in mind, guys, when you are using your

personal profile that you just do click on that dropdown and








you choose is it just going to go to a list, is it just going to

go to everybody including your subscribers as well – very

important.

Another thing I guess about list, there is a cool little thing

and a little idea that I came up with the other day or rather

one of our clients did – she spent a day actually going

through her friends and she clumped them in states, actual

locations. She is in Australia, so she actually put them in

like „New South Wales‟ and „Victoria‟ and all the different

states and territories in Australia and she actually runs

events across Australia. So, whenever she has an event

coming to one state, she just posts to the people in that

state. She has also got as far as doing demographics. So,

she has actually broken it down by corporate contacts that

are women as well, and that‟s for women. It is incredibly,

incredibly powerful. So, she literally uses it to segment her

followers straight in Facebook and do highly targeted

marketing that way.

Andrew McCauley: That‟s interesting. So, she does her marketing without

paying for ads, right?

Heather Porter: Straight to her…

Andrew McCauley: Several organic marketing to her own people. That‟s pretty

cool, you can get someone do that. That would depend on

how many friends you have got or probably would take a

while to sort of get that out but once it‟s segmented, it‟s

fine. You can always do that sort of thing too.

Heather Porter: Yeah, you can, exactly.








Andrew McCauley: So, okay.

Heather Porter: So, that‟s profiles. Is there anything else that you can

think of that‟s important for our listeners to consider?

Andrew McCauley: Well, profiles… I guess the big thing about profiles is don‟t

go and spam people with a whole bunch of junk. Don‟t

waste people‟s time telling what you had for dinner.

Sometimes that‟s appropriate but just make sure that you

are not spamming people because people get turned off

pretty well. Don‟t send a whole bunch of request apps to

people. That can get really annoying – a whole bunch of

Farmville stuff.

Heather Porter: By the way – and I noticed because my partner has two

boys, they play that Wild… is that „Wild Ones‟ or „Wild

Things‟?

Andrew McCauley: Wild Things.

Heather Porter: It‟s one of the games like Farmville. By the way, these

apps are set to default to automatically post on your

friends‟ walls when you make a win or you get like an

animal in Farmville or whatever. So, again, back to the

privacy settings and the notifications, whenever you do

something new, always go first to the settings because you

do not want to blast all your friends if you decide to play a

game.








Andrew McCauley: That‟s a good point actually. There is another point to that

and it‟s not the games or the apps but there certain plug-

ins to some of these new sites like Wall Street Journal or

that sort of thing over in the US. I am not sure which ones

you are using in Australia right now but they say “Hey, do

you want to post what you are reading to your wall?” and

that‟s cool if you are reading a great article then and there

but what it does is it collects your information and knows

that you have been to this site and every time you read an

article, it will post it to Facebook. So, a month or two down

the track you are reading some article, let‟s say a political

article and it‟s something that interests you politically but

you really don‟t want to tell people what your political

persuasion is. It‟s sort of starts telling people what you are

reading, which can be certainly dangerous if you are

reading the wrong sort of stuff.

Heather Porter: Be careful of the defaults.

Andrew McCauley: Be careful about what you do, share and buttons and

remember what the buttons actually say.

Heather Porter: And one more point to keep going – when you are talking

about Facebook, it‟s a big machine and there are so many

moving parts. Another thing is how do you monitor

yourself as your profile to go post on other people‟s walls

and tagging. I know that you can do tagging to pages but

this is kind of a nice segway I suppose to go into pages.

For me, for instance, just today I got somebody I barely

know that came and posted something on my wall that has

nothing to do with me and I am thinking “they are flagging

their own products.” And then another person, like, it was

a photo of shoes, it‟s a blog that sells shoes, and they

tagged myself and about fifty other people to this photo.

These things keep showing up on my wall. What‟s the

etiquette there, what are the do‟s and don‟ts of that?








Andrew McCauley: I used be lenient with that and I used to think “Well, that‟s

somebody who doesn‟t know what they are doing”. Now, I

flat out report it as spam. I tell Facebook “This is spam.” I

don‟t have any time for it anymore. I think that people…

and Facebook‟s been around long enough for people to stop

using the “Oh, I didn‟t know”. So, I report this as spam

and say “So, I am not taking this rubbish” and if you are

able to do it, they will soon quickly get the message that

they can‟t keep doing that sort of stuff. So, I don‟t even

waste my time. If someone tags me in a photo, I get an e-

mail from it because I have set it up that way. I quickly

jump on and look at it and more often than not it‟s rubbish

like that, I will report it spam and then delete it.

Heather Porter: And you do that from your wall, do you not?

Andrew McCauley: Yeah, from inside the wall, yeah, straight away…

Heather Porter: Drop down to the right and you can actually delete the post

and you can block the users and report spam.

Andrew McCauley: I have a look at the friends‟ list and if they keep posting

rubbish all the time – sort of rubbish I am talking about – I

don‟t need them as friends. So, I will delete some common

friends regularly for that sort of stuff. So, if you friend him,

fine – “Don‟t send me rubbish!”

Heather Porter: Well, that‟s the thing and we were talking about earlier all

that transparency and clients just do good things on

Facebook. Don‟t just try and put a whole bunch of noise

around Facebook. They are not going to be handling that








very well in the future and people don‟t have to tolerate

that anymore and that‟s exactly what you are saying,

Andrew.

So, okay, there is a profile. So, let‟s go into the jewel of

Facebook.

Andrew McCauley: The jewel, the pages…

Heather Porter: Pages.

So, first question, what is different between a page and a

profile?

Andrew McCauley: Well, page is designed for businesses. Initially they were

called fan pages, people still call fan pages but they are

more of a business page now and it‟s designed for

companies to have a presence on Facebook and Facebook is

bringing business for a lot of companies, they are using it

very well and pages let you do that for business. It doesn‟t

have to be a big business. It can be a small, it can be a

sole entrepreneurs and it‟s a great way to interact, it‟s a

great way to keep your distance from people without them

getting to know your own personal stuff.

A question I often get is “Will people know I am the page

owner and really go and chase me down on my profile?” –

No, you can hide the page admin. You can certainly hide

that so that nobody knows who owns the page; they just

know that the page is called whatever the page maybe

called. So, there is a great call for that. I know if some

people don‟t want to hide the page because their personal








name is their brand name, so it‟s fine, they are happy with

that but there are people who don‟t want general clients to

know their personal page because of that reason we just

spoke about is that it‟s all set up for private use.

Heather Porter: Got it. So, this is a great chance to talk a little bit about

the statistics of Facebook and why – why would I want a

page as a business? What‟s the reason? How many people

are on Facebook?

Andrew McCauley: They are racking up 850 million people which is, they are

heading towards a billion people this year and a billion

people is quite a lot of the planet that‟s on Facebook. So,

you want to get where the traffic is. If there is people out

there, then you want to at least give yourself a chance to

be in front of some of these people.

Now, the average time on the site is almost an hour these

days, almost an hour that these people spend on Facebook.

Heather Porter: Each day?

Andrew McCauley: Each day.

Heather Porter: Wow!

Andrew McCauley: Each day. A lot of people stay logged on and they go back

and check it regularly.








Heather Porter: And apps and you are following and where you were…

Andrew McCauley: All that sort of stuff. The next closest average time on a

website for a large site is only a couple of minutes. So, in

terms of pages and engagement, it‟s the goliath of web

pages. So, people are out there, they are on this site more

than any other site by a long shot. So, get out there and

be in front of them. So, that‟s why pages are a great way

to get your business out there and really showcase what

your business does and what services you offer.

Heather Porter: And it‟s free and it‟s amazing and it‟s highly targeted.

So, how do you take advantage of a page? Let‟s talk at the

beginning how do you create a page?

Andrew McCauley: Creating a page, there are a couple of ways to do that. You

can go to somebody else‟s page and you often find a big

„Create Page‟ button right up on the top right and that‟s

probably the easiest way.

If you are on your own personal profile, you can always

scroll down at the very bottom of that profile – sometimes

in that profile you think you are at the bottom and it just

keeps going – if you can find the bottom, you see in the

footer there is a „Create A Page‟.

So, Facebook made it pretty easy to create a page. The

best way to do it is go to somebody else‟s page and click on

„Create Page‟.








Heather Porter: Okay. And then I know that on that first set up page it

says “local business”, “brand”, “organization”, “movement”.

It has a whole bunch of different options. What‟s a failsafe

choice?

Andrew McCauley: It depends on what your business is really. If you are a

bricks and mortar business, then you might want to look at

“local places” but if you are business that services other

areas other than just the one physical location, then you

may call it a brand page. Each one of those has their own

unique sets of questions and bits of information but they

are very easy to set up and you can change the information

as you go.

Heather Porter: That was really my next step. So, can you go back and

change?

Andrew McCauley: You can change, you can even change the name of your

page up until a hundred fans. So, if you have got more

than hundred people who like your page, then you can‟t

change it.

Heather Porter: Oh, very good distinction.

Andrew McCauley: But you can change it all the way up until hundred. So,

just be aware of that if you are not happy with the page.

One other thing that I want to do warn people about

naming a page is don‟t name it a generic thing. So, for

instance, don‟t name a page „Palm Springs‟ because „Palm

Springs‟ is a generic term that nobody can own, alright?

It‟s not yours to own; it‟s a city. „Coca-Cola‟ – you couldn‟t

own „Coca-Cola‟ unless you really were Coca-Cola. So, you








can‟t have a generic name in your page because Facebook

would just take it off.

There was a whole range of people page squatting; they

were going and just taking up all these names. Then they

were trying to charge some of these larger companies

ridiculous amounts of money to buy them back.

Heather Porter: And what about the whole “The Official Page” and then your

business or your name on it?

Andrew McCauley: That‟s fine. You can do that for sure. For instance, let‟s

say „tennis‟ – you couldn‟t name a page just „tennis‟

because nobody owns „tennis‟ but you could call it

something like „Tennis Tips With Mary Smith‟, okay? So,

you got to name it in a way it makes it specific to your

rather than just a generic tennis term.

Heather Porter: Very good, another good point actually. Another one of our

clients, they have named their page like a user name. So,

they actually named it with no space in between the two

words of their business and when people would go to the

search bar and type in their business name with a space in

between, people cannot find the page because the way they

typed it all in one world. So, you want to think about

searchability as well, don‟t you?

Andrew McCauley: Totally, totally, yeah. And that‟s right, that‟s a good point.

Naming a page is also is critical about what you do, what

does that page do because if someone‟s typing in your

name in the search bar, what is it that you do, what you do

is incorporated into the name of your page, then someone








might say “tax lawyer Bill Smith”, then they are going to

know „Bill Smith‟ could be the page they are looking for.

Heather Porter: Got it. Okay, a note on, I guess, creating a page, how does

ownership work as far as… I know that you can add a lot of

different admins on your page. Can you transfer

ownership? How does ownership work?

Andrew McCauley: Okay. That‟s a good question. A lot of people say “Well,

you know, I am an admin of my page.” One of the biggest

mistakes people make is that they are the only admin of

their page. Now, if they ever lose their Facebook page, for

instance, their personal profile, the personal profile got

hacked and Facebook closing down, then that page sits in

limbo. They have no access to that page whatsoever. So, I

would always strongly suggest to make somebody else an

admin of a page, somebody you know, somebody you trust

and remember, they don‟t have to do anything on it except

have access to it because at least they can still post some

information if your personal page gets hacked or you lose

it.

Now, in answer to your question… what was your question

again?

Heather Porter: Ownership – so, do the admins own the pages?

Andrew McCauley: Yeah, yeah. Admins don‟t own them… the person who

created the page owns it but admins can change and you

can swap admins over and one admin can generally take on

for another admin.








Heather Porter: So, if I were an admin, say, of your page, Andrew, The

Social Media Bloke, and we were both admins, could I go in

and delete you as an admin and then have ownership of

your page?

Andrew McCauley: You better not.

Yeah, that can be done. Here‟s what happens – there are a

lot of companies, an employee will start the page up and

the employee will leave and then they work as the page

admin which will be really damaging for the business. We

have had that in the past and some clients who had that…

in fact, we have had a number of clients who had that same

sort of thing. It‟s a common occurrence, it really is, that as

soon as the employee and the employer part ways then

there is all sorts of trouble. So, definitely make sure that

there is a number of admins on a page before anything

happens like that.

Heather Porter: And people that you trust as well.

Andrew McCauley: Totally, yeah, totally.

Heather Porter: Yeah, good.

Okay. Now that you have your page, what are the key

graphical aspects that you want to concentrate on?

Andrew McCauley: Okay. We are going to talk about pages that have changed

now into the new timeline format, okay? In the new








timeline format, all pages have changed by March 30, 2012.

So, you are now looking at the new timeline feature and the

new timeline feature is interesting in itself because a lot of

people were up in arms when they were announced

because there were things like welcome pages or what they

called fan gates where you would have to like a page to see

further content. That all disappeared. That all sort of

disappeared. It‟s a lot harder to do that sort of thing now

which is good and bad and the reason I say that is because

from the marketing along standpoint, it‟s not a good feature

because you are using that to grow your list, people signing

up and that sort of stuff which is cool; but the good part

about it is that it‟s forcing real businesses to interact with

their customers a lot more now. So, they are going to look

at it and go “Okay, let‟s not pretend that we are just

loading up names and addresses in our database. We

really have to go out and make this work and we have to

communicate and connect with our customers now” – more

harder than ever.

Heather Porter: So, you can start with your cover photo then…

Andrew McCauley: I know there is one way to answer your question and

another way to answer it properly.

Heather Porter: But I liked your answer.

Andrew McCauley: Okay. So, you cover photo is your biggest real estate.

What Facebook‟s learning and what a lot of people are

learning with the advent of things like Pinterest, graphical

image is what‟s driving a lot of internet right now. Look at

twitter‟s adding a whole bunch of videos and pictures and

images into it. Facebook is making the biggest real estate

now on your timeline with this cover photo which is 850








pixels x round about 350 pixels wide. So, it‟s a pretty large

piece of real estate. And on that particular page, you can‟t

have things like Call To Action such as “Click On This Like

Button Now” or “Get 40% Off”. You can‟t even have your

website address on there.

Heather Porter: Yeah, we were looking at, I think, 40 really cool samples

just earlier today and really cool ideas that I liked is

business that have a team, they actually would have their

logo as their little profile image and they have their team, a

group photo on the cover graphic or they have samples of

their work, they would just have little snapshots like a

montage or a collage of their work, especially for

photographers and graphic artists and models, they have

their little tear sheet up there.

What else?

Andrew McCauley: 850 x 315, that‟s the official pixel size of your photos. So,

use it and get creative with it. But as I said, you can‟t have

words that are kind of “You can get 40% off”, you can‟t

have your website address, you can‟t have any that sort of

stuff. So, get creative and work out how you can showcase

that. Now, one thing is you can change that photo as many

times you like, so that‟s up to you to do that.

Then you also have a little profile picture and in the past we

used to have these long elongated profile pictures with

name and address and phone numbers and websites and

that sort of stuff. You can‟t have that in there either. So,

that‟s just a tiny little square picture of round about… what

is the picture size? It‟s nothing important. You can do a

search on Google for that size but it‟s a small picture of

usually.








Heather Porter: We will actually put that in our resource website, yeah.

Andrew McCauley: There is a great article we saw. Let‟s grab some of that

information for our listeners.

Where do you get the resources?

Heather Porter: Good question

http://www.AutopilotYourBusiness.com/podcast.

Andrew McCauley: www.AutopilotYourBusiness.com/podcast

Heather Porter: Or they go to the same place.

Andrew McCauley: So, good. So, there is a whole range of stuff you can do to

follow this and then the main graphics that are on the

timeline.

Heather Porter: Okay, got it.

Another one – like you are saying, creativity. So, if you are

a travel agent, you might want to have some really

beautiful images that you snap when you travel every

single week that you update. If you are a coach, like a life

coach, you may want to have motivational quotes that you

put up and rotate. If you are a speaker, you may want to

have yourself on stage showing the audience behind you.



http://www.autopilotyourbusiness.com/podcast.

http://www.autopilotyourbusiness.com/podcast






If you are a corporate, you might want to have your team

on there. If you are a vet, you might want to have animals.

So, you just be creative to think out of the box and visually

how can you show what you do and your personality and a

little bit more about you.

Andrew McCauley: Totally, totally, yeah.

Heather Porter: So, that‟s graphics.

Now, before we used to have these little tabs underneath

your profile photo and they were called „applications‟ or

„apps‟. So, there would be YouTube channel, you can pull

in all your different content. Now, I know that recently

they have gone up at the top. What‟s changed and what

are apps for?

Andrew McCauley: Apps still work the same way and they are absolutely found

just underneath your timeline photo, your main photo, and

those apps… your photos will be permanent, you can‟t

move your photos around, so they stay there. Once again,

as I said, pictorial stuff Facebook is really keen on. So,

they want your photos to stay there. Then you have space

for three other apps and that maybe YouTube videos, it

maybe… It can be fan gate stuff that you had created in the

past; the only difference is that you can‟t make those fan

gates the landing page by default. So, that can still be

there. You are going to really want people click on it and

then… it‟s not worth the same.

Heather Porter: So, you can refer to it in your posts.








Andrew McCauley: You can refer to it in your posts and that sort of stuff.

Heather Porter: Yeah.

Andrew McCauley: It still has its own URL, actually.

Heather Porter: Got it.

Andrew McCauley: So, if you wanted to send people there, you can still send

people there. I just think it‟s going to be a bit of a painful

exercise, double clicking it, which we know that one extra

click can be all the difference between someone staying on

the page or just disappearing completely.

Heather Porter: Yeah. So, you are best off giving tips and then perhaps

directing them to landing page on your website – we have

already spoken about landing pages in a past episode – and

maybe really just using the apps‟ space up top for your

other media.

Andrew McCauley: Yeah.

Heather Porter: Yeah, that sort of sounds like… again, it‟s all about building,

I guess, your holistic brand of who you are, you are writing,

your new videos and your audio and your photos.

Andrew McCauley: Yes.








Heather Porter: Okay, that‟s apps. Anything else to add about apps that we

should consider?

Andrew McCauley: Not so much apps. I mean, there are still rules about

competitions using proper app. You can‟t just keep making

people take their photos for competition and that sort of

stuff – still seeing a lot of people doing that – and then you

have people getting shut down by Facebook. So, your apps

that you already used for contests will still be around.

Heather Porter: Okay.

Andrew McCauley: Yeah, places like „Wildfire‟ are still adapting with them.

They will make it work for you. So, if you are still around

competitions, then definitely use something like Wildfire or

…

Heather Porter: Definitely use a company that knows what it‟s all about and

application; do not run your Facebook contest from within

your page by yourself.

Andrew McCauley: Yes, totally.

Heather Porter: Because they are strict. They are getting stricter about that

as well.

Andrew McCauley: The other thing about timelines – you may be asking this in

a minute but I am going to jump ahead – timeline is a great

way to showcase the history of your business. You have

got a whole range of information that you can share when








you are started out, when you expanded, when you took on

some new employees and that sort of stuff. People can

know your history and you can actually go back and post in

your timeline, any time in your timeline, information. It

would then show up on people‟s posts and news feeds that

you posted some new information but it‟s a great way to

really showcase what you have got going there. Now, you

can go all the way back to 1800, if your business is that

old, and you have been around when you started, then you

are the oldest person on social media platform ever. There

is a couple of examples of businesses that are older than

220 years.

Heather Porter: Sure, yeah. What if you are posting stuff back in time and

you don‟t want your people to see it, your followers to see

it? Can you just sort of…?

Andrew McCauley: Why would you do that though, really? Like, if you don‟t

want them to see, what‟s the point of putting it out there?

Heather Porter: Good, good point. And that does actually lead to the next

point of what should you post about because that‟s a great

point going forward. If you are all about sort of who you

are as a brand, you would post tips, you would post videos

but you would post more things than just that now,

wouldn‟t you? So, what are the types of things would you

post?

Andrew McCauley: Well, it‟s like anything. Don‟t spend more than 50% - I

would say only 30% or 40% – in your own timeline.

Heather Porter: Yes.








Andrew McCauley: Don‟t waste your time there because you are preaching to

the converted already, right?


Andrew McCauley: And you still want to spend time in there because the

information you put there goes on to other people‟s news

feeds as long as they interact but if you are looking to drive

more people towards your page, then you need to get out

where they are and tell them about it. And how do you do

that? You need to get on other people‟s pages and

comment on those pages, comment, add information, add

value-added stuff. Don‟t just be a spam bot giving them all

bunch of information. If you go out and say “Hey, this is

answer to your question” and help people, give them value

so that they look at you and go “Who is this page? I want

to go and check out them a bit more because they have got

some answers that I have been looking for.”

Heather Porter: I live by the rule of thumb when I do that and that is

whenever I leave my page, I am no longer talking about my

business. So, I literally change mindsets and I think “Okay,

now I am going to go and have some fun and I am just

going to go and answer people‟s questions.”

Andrew McCauley: Yeah. And it‟s amazing what results you get pretty quickly.

Heather Porter: Incredible because suddenly you are building your authority

and your credibility and you are generally out there looking

at ways to help people rather than thinking “How can I

flaunt my product? How can I mention my product?” which








is a different mindset and way of interacting on social

media. So, if you kind of think in terms of what can you do

on your own timeline to talk about your business, get tips

and tools but then what can you do off here on timeline and

like you said, I think it‟s becoming more and more

important to spend a lot more of your time off your own

pages and networking.

What‟s the whole thing about the @ symbol and using that

to post on your wall and other people‟s walls? Why would

you want to do something like that?

Andrew McCauley: Well, that‟s more of a tagging thing. Did we talk about

tagging?

Heather Porter: Yes. So, if you are on your own wall and you use the @

symbol and then you pull up…

Andrew McCauley: Well, if you are tagging people – let‟s say I am out there

and I tag you on a message – in order to make this, we

create a link going to your profile and your page. So, if you

are found commenting on another, let‟s say, third page, it

might tag your name, put your name on there – and when

we are tagging your name, it puts a link there so that other

people really might say “Who is this Heather Porter? I am

checking her out.” They click on the link and that will take

them straight to your page if I tag your page or go to your

profile if I tag your profile.

Heather Porter: So, using that might be a great way if you are meeting with

another business, another person or you really like maybe

another business or service and you might say “I am sitting








here using @” and then you bring up, you just start typing

that business‟s name…

Andrew McCauley: Then I don‟t need to use the @ symbol – Just start with a

capital letter and it will search your database of…

Heather Porter: Is that only people that you liked the page of?

Andrew McCauley: Yeah, it‟s people that you like.

Heather Porter: So, you have to like their page first and then you just start

typing their name in your post and you will automatically

post on their wall if in their settings they are allowing other

posts, like other people‟s posts.

Andrew McCauley: But by default, most of them are.

Heather Porter: They are.

Andrew McCauley: Only people who listen to this podcast will know how to

change that.

Heather Porter: Exactly! And I might recommend actually for your page to

leave it where other people can post on your wall because

…

Andrew McCauley: Still the name is out and just say you know but yeah…








Heather Porter: It helps to mix a few content a little bit, so it‟s not just all

you leaving posts. People will actually say stuff on your

wall as well.

Andrew McCauley: Totally, yes.

Heather Porter: So, just tagging people… I guess we are kind of coming to

the end of our pages discussion but ultimately the thing is

people want to get more likes, they want more people liking

their page.

Andrew McCauley: That‟s the main aim for a lot of these ones.

Heather Porter: One big no-no – and people are doing this – is they are

buying likes. So, you should lay off buying of the likes,

shouldn‟t we?

Andrew McCauley: Let me give you an example. We had a client that we were

doing some work for. All of a sudden their Facebook likes

went through the roof – they had 300 likes in 3 days – and

they were like “Wow!” I was the admin of the page, so I

could see who the people were because I was the admin.

So, I went in to have a look and they were all gorgeous

looking women in scantily clad bikinis with a whole bunch of

different names but there was only about… out of 300

people, there was only about 15 different photos. So, they

have used the same photo with all these different names –

clearly an entire spam bot – but they just looked real. The

business didn‟t know that. They just followed likes and said

“Hey, we are really growing.” They knew they had paid for

it; they didn‟t know that cheap one that they paid for was








someone that just grabbed a set of 8 photos and a whole

range of different names, they made them up, and started

liking the page. So, what it did for the business was people

got to see who these were and suddenly thought “that‟s not

the type of business”… So, it‟s more detriment than

anything.

Heather Porter: And the other thing too is once they like the page and got

the page liked, very quickly, I would imagine that you went

over this statistics that says how many people are talking

about this page.

Andrew McCauley: Yeah.

Heather Porter: That would drop off next to nothing.

Andrew McCauley: Yes, you are right.

Heather Porter: And, unfortunately, going forward they probably will have a

big problem maintaining any sort of activity because most

of them are fakes. So, people are looking for the

interaction and that‟s important statistic as well as far as

that goes and that I guess…

Well, okay, one more point on statistics – so, nowadays,

you can actually see how many people your post reaches.

Is that statistic viewable by the public on pages just like

admins?








Andrew McCauley: No, generally admins, generally admins. They are doing

some very good testing about having it live and real time,

so you can see exactly how it‟s ticking over.

Heather Porter: Interesting.

Andrew McCauley: Yeah. So, there are a few analytics packages that are

doing things like that around, Google Analytics are doing

the same sort of thing. So, there is a whole range of

information. That‟s one of things you want to keep an eye

on – analytics – because it can give you some great insights

into what‟s going over in your page and your fans…

Heather Porter: And your most popular posts and whatever they are liking

the most of, might as well give more what they like.

Andrew McCauley: Totally. I mean, you can get both date and time and day

and that sort of thing.

Heather Porter: Very nice.

Andrew McCauley: Have a look at your insights, it‟s very insightful.

Heather Porter: Tool…

So, we need to wrap up, I guess, pages and getting more

likes to your page. I mean, you want to also think

externally of Facebook. You want to put a „like‟ box on your

web pages, in the sidebar of your websites.








Andrew McCauley: Definitely, yeah.

Heather Porter: You can get that by just Googling “How do I get a Facebook

„like‟ box?” It‟s a little piece of code that your web person

can put on your page for you. Basically what it is, is that

streams your most recent posts, people that like your page,

how many likes you have and people can actually like your

page directly from your website.

„Follow me‟ – you can have the „Follow Me‟, little Facebook

icons across your website that link to your pages so people

can click into your pages from your websites.

You want to have… what else? Just putting your social

share plug-ins in all your websites so…

Andrew McCauley: And your blog post and that sort of stuff.

Heather Porter: In layman‟s terms, those are the buttons that sit below all

of your posts that say „Facebook Like‟ or „Tweet This‟. So,

you want to think in terms of how many places can you

actually talk about your Facebook pages externally from

Facebook.

Over time, give good content, quality content consistently.

Don‟t go in hiatuses too much for your page. Get off your

page and communicate with other people and give them

solid, good value and advice and don‟t think of it in terms of

“I want to get a hundred likes tomorrow”. It‟s something










that you are going to work at over time and if you work at

it over time, it will happen for you.

So, I guess that a really great topic on that and quickly

another great tool is Facebook Groups and we can close on

groups, I guess.

Andrew McCauley: Yeah, we can close on groups because we are wrapping up

coming towards the end of our hour.

Groups are a great way – a lot of people are using groups

now for individual forums. They are making private groups.

You can have groups set up so that they are public groups,

anyone and everyone can join it. Often you get a bunch of

people just posting their links in there which is…

Heather Porter: Spammy.

Andrew McCauley: It‟s spammy. It depends on the moderator of the group

too. So, if the moderator of the group is on to it and they

are keeping control of it, then it‟s not so bad but you can

create private groups where people have to ask permission

to join from the group administrator and we are finding a

lot of people who instead of putting forums on their

website, they are having groups as the forums to interact

with each other and talk about topics and discuss solutions

to problems and that sort of thing. I am a member of a

number of groups that I am always looking at and getting

great information from and I know you are as well,

Heather.










Andrew McCauley: It‟s an awesome way to do it and no set up really. It‟s a

quick one-minute setup. The great thing about groups is

that you can e-mail all of your individual members of the

group so that they get a Facebook e-mail.

One downside to groups is that people can add you to

public groups without you even knowing or asking.

Heather Porter: That‟s a big downside and it happens quite a bit actually.

Andrew McCauley: And you want to check which groups you have been added

to and if you don‟t want to be associated with that, then

make sure you…

Heather Porter: And do not do that other people as well. If you are starting

a group, please do not do that, you will alienate people

very, very fast from you if you do that.

Another thing about groups is the whole… I guess the

private groups are really amazing because you get very

close with the people in there and if you post advice or

some of your expertise in there, you become a little hub of

information and it‟s a very quick and easy way to get in

front of a market that needs your help.










Heather Porter: So, groups are fantastic. I know one of our other clients

who is a personal trainer and weight loss expert, they get

clients all of the time based on just their group interaction

on Facebook; it‟s amazing.

How do you start a group?

Andrew McCauley: Starting a group is pretty easy – you just can go over to…

do a search, at the top look for groups and you can see

„Create Group‟; it‟s quite easy to do.

Heather Porter: Another cool thing actually… if you are ever in doubt about

how to do things on Facebook, you can just go to Google

and ask the question and often times the page will come up

and Facebook will actually list that as no.1 in Google.

Andrew McCauley: If you click on the „Home‟ button on your Facebook page,

your personal profile, look on the left hand side and you will

see the list of groups you have been a member of. At the

very bottom of that it will say „Create Group‟. That‟s what

you need to do – click on that and you create a group.

Heather Porter: And then you can invite people into the group from within

the group.


Heather Porter: So, I guess, really on groups, you want to just think if you

are in a group, give good advice; if you create a group,

don‟t join people without their permission and groups are









great for common interests. So, it could either be for your

clients, if you want to do private forum just with your

clients or it can be people that are interested in what you

have to offer as a business, learning more about what you

have to offer. It‟s not a place for you to constantly do

sales. It‟s where you give a lot of great value and build a

community.

Andrew McCauley: Totally, totally.

Heather Porter: So, great. Any other points…?

Andrew McCauley: I can speak for another hour or three on Facebook; there

are so many things that are happening on Facebook and

changing regularly, certainly cool little tricks and tips to

really concentrate your marketing efforts.

Heather Porter: Like ads and… that‟s a whole other episode; there is

certainly so much more…

Andrew McCauley: We are going to completely focus on ads, Facebook ads.

Heather Porter: Yeah.

Andrew McCauley: So, let‟s wrap that up so we can…

Heather Porter: We now know a little bit about profiles, pages and groups –

the Big 3 of Facebook. So, hopefully, we helped you guys








out and then just remember, I have to come to the moral,

the theme of the story.

1. In Facebook, please always focus on your default

settings, so look what those are; also your privacy

settings. So, whether that‟s applications that you use or

your page or your profile, check out what your privacy

settings are and you can change those to be what you

want them to be very easily.

2. Quality, quality, quality – you want to really post who

you are, how you can help people now more than ever.

Take these clients of yours and these leads and these

friends and colleagues on a journey with you, be

creative and give them a lot of good advice.

3. Consider the power of in your profile lists and who your

posts go to so you can really see who actually sees your

post, whether it‟s your friends, family or certain leads.

Those are my main themes that I have picked up. Anything

from you?

Andrew McCauley: No. Do listen to the things I said.

Heather Porter: Good. Guys, thank you so much again for being with us.

We enjoyed your company.

Andrew McCauley: Great. Thanks for flying over here to do the podcast. I

don‟t know when you will fly all the way back home.

Heather Porter: Here I go, Australia. Actually, I think while we are here

together we might have to pump out another one.








Andrew McCauley: Okay, we can do another one. You know what, the next

one I think we should do LinkedIn. What do you think?

Heather Porter: I love LinkedIn – underused resource.

Andrew McCauley: I love LinkedIn. LinkedIn is my favorite. So, I am looking

for that. Let‟s do LinkedIn next so we can have a great

chat about some cool tips and tricks on LinkedIn.

Heather Porter: Sounds brilliant. Literally, just one of our clients within a

couple of days of work on LinkedIn, she got her very first

client herself with a couple of these cool little tricks and tips

and tools.

Andrew McCauley: So, where do you get tips and tools from? What‟s the e-

mail address again?

Heather Porter: The website address is

www.AutopilotYourBusiness.com/Podcast. We have

transcripts there, we have a resource page with a whole

bunch of valuable, valuable links that you can get access to

from all of our past podcasts.

Andrew McCauley: Here is a cheap shot – come and like us on our Facebook

page.

Thank you, Heather. I am looking forward to doing

LinkedIn.



http://www.autopilotyourbusiness.com/Podcast






Heather Porter: Thank you, guys.

Andrew McCauley: See you later.

Heather Porter: See you.

Andrew McCauley: Bye.

**End of Audio**



#6 How to use Facebook for Business

Documents

Transcript of #6 How to use Facebook for Business