Level 2: Facebook for Small Business

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About Me

• I do content creation and strategic communication• My sites and profiles:

– www.razzedcommunications.com.au– +RazzedAuCopywriter– @RazzedComms– facebook.com/RazzedCommunications– Linked In: Sasha Wasley or Razzed Communications

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About You

• Are you on Facebook?• Is your business on Facebook?• What do you expect or want from getting your

business onto Facebook?

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Appropriate Facebook Goals

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Shift in how people choose brands

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Inappropriate Goals for Facebook

• Make money directly and immediately• Get thousands of likes as fast as possible• Tell customers how great we are• Do a hard sell to customers

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How to set up a Facebook Page

A walk-through

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Create a page

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Choose page type

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Set up

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Set up #2

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Profile picture

• Should be square in shape• Use your logo or something meaningful to your

business• Aim for good visibility

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Add to Favourites

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Promote?

Wait till you’re ready!

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Next Steps

The correct dimension for a cover image is: 851 x 315px

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Build your page

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Building page information

Add as much information as you can to give users the best possible chance of finding what they need.

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Page Roles for team members

There are various levels of page administrative access you can assign to other page managers, including editor, analyst and admin. Admin is the highest.

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Invite your friends

Invite friends for whom your page will have relevance and interest. This ‘seeds’ your community.

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Growing your Facebook community• Invite your friends by email• ‘Like us’ advertising (your newsletter, website,

ambient)• Patience – it’s quality not quantity!• Content is king (add value for your users)• Pay for it!• Network and ‘like’ other pages

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To like another page as your page

Visit the other page and click the 3 dots. Select ‘Like as your page.’ This allows you to interact with the page as your page, not just as your personal profile.

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What to post?• Keep sight of your goals• Be Social. No more than 10-20% sales focused posts• Check out competitors and your favourite brands• Mix it up:

– How often? 1 up to 4 times a day is safe– Value add – inform– Entertain and amuse– Create events if relevant– Consider your timing (see insights)– Sometimes use calls to action eg “I am running a 2-for-1 one

deal on whisky. Tag a friend who also enjoys a scotch.” or “Visit our website to see why our vegetables are safest for your family.”

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Interaction is a Two-Way Street

• Interact with your community when they take time to respond or share.

• Show your love (reward with special Facebook-only deals).

• Show respect and manners.

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Feedback and Questions• Answer questions• “Stay Calm and Value

their Feedback”• Show you care• Take it private if

necessary

Example of great complaint management

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Integrating Everything• Add Facebook link to site or blog.• Signs in your store.• Add to your e-news.• Social logos on flyers, cards.• Integrate with other profiles e.g.Pinterest or Instagram.

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Time savers

• Check daily! (prevent banking up).• Set up notifications (see next slide).• Facebook scheduling (see slide

ahead).• Use scheduling apps like

Hootsuite/Buffer, etc.• Share the page admin role.

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Set up activity notifications

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Schedule posts to stay organised

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Measuring and Analytics• Facebook Insights – you can export into

reports for sharing• Question, review, revise – don’t obsess!

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InsightsYou can find out:• When your audience is on Facebook.• Demographics.• How many likes, shares, comments and

interactions you’ve had.• How individual posts have performed.• Where Facebook referrals have come from.• Organic and paid reach.• Liker growth.• And much more.

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Measuring and Analytics• You can also use external platforms e.g. Simply

Measured, Hootsuite, Sprout Social, Buffer, Social Bakers ….

• Sometimes there is a cost associated.

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How to boost a post

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Boosting continued

You can choose to target your boosted post to likers and their friends, or to a specific target group. Your budget will determine how many people you can reach. Start small and see what your results are like.

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How to run a Page Likes Ad

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Page Likes Ad cont.

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Page likes ad

You can alter the short description of your page manually to try to attract new likers. You can also check the appearance of, and switch off or on the ads for mobile devices or right hand side. Tip: RHS ads don’t currently show up on mobile or some tablet devices.

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Targeting to an Audience

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Set your Budget and Bidding

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Ad Approvals Reasons for rejected ads/ boosts:• Too many words in a

picture (only 20% of pic can be text)

• Not correctly age limited eg 18+ for alcohol/ gambling.

• Relevance of ad to page. • Inappropriate content.• Exploitative of current

affairs or celebrities.• Inaccurate (e.g. links go

elsewhere).• Inappropriate ad targeting

to demographic.

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Resources

• Sasha’s blog: www.razzedcommunications.com.au/blog

• Facebook page help http://www.facebook.com/help/pages

• Facebook ad guidelines https://www.facebook.com/ad_guidelines.php

• Social Media Today website• Social Bakers website• Business to Community website

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My other slideshows

• Linked In for Small Business• The Bold New World of Content Marketing• Facebook for Small Business Level 1 (basic –

some repeated content)• 7 ways to make your web content AWESOME

Feel free to share them!Sasha Wasley www.razzedcommunications.com.au