HOW TO USE FACEBOOK FOR BUSINESS 1 WWW.HUBSPOT.COM Share This Ebook! HOW TO USE FACEBOOK FOR BUSINESS AN INTRODUCTORY GUIDE: Master the Essentials to Better Engage, Share, and Market on Facebook A publication of O f HOW TO USE FACEBOOK FOR BUSINESS 2 WWW.HUBSPOT.COM Share This Ebook! Introductory content is for marketers who are new to the subject. This content typically includes step-by-step instructions on how to get started with this aspect of inbound marketing and learn its fundamentals. After reading it, you will be able to execute basic marketing tactics related to the topic. INTRODUCTORY IS THIS BOOK RIGHT FOR ME? Not quite sure if this ebook is right for you? See the below description to determine if your level matches the content you are about to read. Intermediate content is for marketers who are familiar with the subject but have only basic experience in executing strategies and tactics on the topic. This content typically covers the fundamentals and moves on to reveal more complex functions and examples. Download our ebook, “Beyond the Facebook Business Page,” to master Facebook on an intermediate level. INTERMEDIATE Advanced content is for marketers who are, or want to be, experts on the subject. In it, we walk you through advanced features of this aspect of inbound marketing and help you develop complete mastery of the subject. Download our advanced ebook, “How to Attract Customers with Facebook” to become a Facebook marketing expert. ADVANCED  HOW TO USE FACEBOOK FOR BUSINESS 3 WWW.HUBSPOT.COM Share This Ebook! brings your whole marketing world to- gether in one, powerful, integrated system. HUBSPOT’S ALL-IN-ONE MARKETING SOFTWARE Get Found: Help prospects nd you online Convert: Nurture your leads and drive conversions Analyze: Measure and improve your marketing Plus more apps and integrations Request A Demo Video Overview EMAIL MARKETING M SOCIAL CONTACTS w WORKFLOWS ; SMART FIELDS n CONTACTS DATABAST U ANALYTICS HOW TO USE FACEBOOK FOR BUSINESS 4 WWW.HUBSPOT.COM Share This Ebook! HOW TO USE FACEBOOK FOR BUSINESS By Amanda Sibley Amanda Sibley is a member of the Global Marketing Relations at HubSpot. She helps create and manage paid advertisements and external vendors to help generate leads across various platforms. Amanda is also a regular contributor to the HubSpot Inbound Marketing Blog, where she writes about various topics across inbound marketing. FOLLOW ME ON TWITTER @AMANDASIBLEY1 HOW TO USE FACEBOOK FOR BUSINESS 5 WWW.HUBSPOT.COM Share This Ebook! AN INTRODUCTION TO FACEBOOK /8 SETTING UP YOUR FACEBOOK PROFILE /16 SETTING UP A BUSINESS PAGE /38 6 FACEBOOK BUSINESS BEST PRACTICES /50 MEASRUING YOUR FACEBOOK BUSINESS SUCCESS /53 CONCLUSION AND ADDITIONAL RESOURCES /59 CONTENTS HOW TO USE FACEBOOK FOR BUSINESS 6 WWW.HUBSPOT.COM Share This Ebook! Social media and inbound marketing are increasingly important assets for businesses to get found by and engage with potential buyers on the web. “ ” You’ve probably heard of social media and inbound marketing. You may have even experimented with Twitter and checking out old friends from college on Facebook. But why does any of this matter to you or your business? Social media and inbound marketing are increasingly important assets for businesses to get found by and engage with potential buyers on the web. Think about the way you nd information about products and services – are you watching TV ads? Going through your junk mail? Or are you consulting a search engine or a friend? People have gotten better and better at ignoring marketing messages with DVRs, caller ID, and spam lters. Instead they visit Google and social networks for answers to their questions. The question for you is, will you be there to answer it? HOW TO USE FACEBOOK FOR BUSINESS 7 WWW.HUBSPOT.COM Share This Ebook! Facebook is not a evil time-waster, a community just for “the kids” or irrelevant for marketers - even B2B companies. In fact, 41% of B2B companies have generated a customer with Facebook! Facebook can be a very useful tool for marketers in connecting people to others and brands they are interested in. Brands can use Facebook to directly connect with customers and prospects. It can be difcult to gure out how to use Facebook for business activities. it can also be difcult to convince your CEO to let you incorporate Facebook or a larger social media strategy into your marketing plan. With the right knowledge and metrics, you can prove that it is highly benecial. x More About Facebook HOW TO USE FACEBOOK FOR BUSINESS 8 WWW.HUBSPOT.COM Share This Ebook! CHAPTER 1 AN INTRODUCTION TO FACEBOOK HOW TO USE FACEBOOK FOR BUSINESS 9 WWW.HUBSPOT.COM Share This Ebook! What is Facebook? Facebook is a social network for connecting people with those around them – friends, family, coworkers, or simply others with similar interests. Facebook started in 2004 as a closed community for college students (requiring users to sign up with a valid university email address). Today, Facebook is open to anyone over the age of 13. Any person or business can create a page about a particular item or a group about a specic concept. This is where businesses are able to make pages about their company, product or service. Not only is Facebook a vaulable place for individuals to create a prole and connect with friends, family and brands, it is also a community where brands and customers can interact and create relationships. Businesses are moving away from traditional marketing efforts, and the customer/business relationship is changing. Facebook is on the forefront of social media marketing. Read on to learn how you can use Facebook for both personal and professional uses. f HOW TO USE FACEBOOK FOR BUSINESS 10 WWW.HUBSPOT.COM Share This Ebook! Business Goals to Set on Facebook Get found by people who are searching for your products or services Connect and engage with current and potential followers and customers Create a community around your business Promote the content you create including webinars, ebooks, blog articles, press releases, videos and photos. Generate leads and cutomers for your business! U  s w g [...]... any point while on Facebook, clicking on your name in the top right corner will bring you to your profile page 22 HOW TO USE FACEBOOK FOR BUSINESS 3 Cover Photo and Profile Picture Your cover photo is a great way to personalize your profile Use the cover photo as an opportunity to showcase something about yourself, or for a business page, something that relates to your brand To edit the cover photo,... presence for public figures, artists, bands, businesses, places, entertainment, causes, or products to share information and interact with fans on Facebook This is a way businesses can use Facebook to organically drive traffic and customers to a website Share This Ebook! www.Hubspot.com 15 HOW TO USE FACEBOOK FOR BUSINESS P Wall The core of a profile or page that aggregates new content, including posted... status updates, and recent actions, (e.g becoming a fan of a page) Share This Ebook! www.Hubspot.com Profile Presence for individuals to share information and interact with friends and organizations q 16 HOW TO USE FACEBOOK FOR BUSINESS CHAPTER 2 Setting up your facebook profile Share This Ebook! www.Hubspot.com www.Hubspot.com 17 HOW TO USE FACEBOOK FOR BUSINESS Profile vs Business Page On Facebook, profiles... section of Facebook is where you can add information about where you work, went to school, location, birthday and more With each piece of information you add into this, you can chose the privacy level of the information This information can be public, visible to friends, O or a custom setting you can create yourself Share This Ebook! www.Hubspot.com 24 HOW TO USE FACEBOOK FOR BUSINESS Tips for Optimizing... www.Hubspot.com 34 HOW TO USE FACEBOOK FOR BUSINESS Finding Friends There are several ways to find friends and companies once in your Facebook profile 1 2 3 Facbook will suggest people you may know on the right side of your profile You can use the search bar in the top of any Facebook page to search for a friend or company by name You can go back to the original friend finder, which can be found on the...11 HOW TO USE FACEBOOK FOR BUSINESS Facebook Terminology For people that are new to Facebook, the commonly used terms can be confusing and overwhelming To get a handle on them, read the culmination of these words below Application A program that allows users to share content and interact with other users EdgeRank An algorithm used to determine what content is shown in users’ news feeds... HOW TO USE FACEBOOK FOR BUSINESS Friend Fan 1) (n) A personal A fan is a Facebook connection on user who chooses to Facebook “Like” and become U 2) (v) To add a user as a connection on your profile Friend List An organized grouping of friends Share This Ebook! www.Hubspot.com a “fan” of an organization’s page l 13 g HOW TO USE FACEBOOK FOR BUSINESS Group Collection of Facebook users with a common interest... profiles are meant for people, and pages are meant for businesses If you would like to fully engage and leverage Facebook s features, you should create a personal Facebook profile for yourself, if you do not already have one When creating a Facebook presence for your business begin by creating a page Facebook has created a great deal of functionality into the pages, specifically to benefit businesses Personal... benefit businesses Personal Profile Business Page Share This Ebook! www.Hubspot.com 18 HOW TO USE FACEBOOK FOR BUSINESS Business Pages You can designate multiple page administrators on your Facebook page, providing you with the O option to have more than one person manage the account Pages are public by default, allowing them to rank on both Facebook searches and in search engine results.Pages are categorized... your business appear in relevant results This means that the people that are on your page are actually interested in your content Anyone can become a fan of a business page, whereas personal profiles require mutual acceptance Personal Profile Your personal profile is connected to your business page, and is essential in making U your first business page Your personal profile is different than a business . HOW TO USE FACEBOOK FOR BUSINESS 1 WWW.HUBSPOT.COM Share This Ebook! HOW TO USE FACEBOOK FOR BUSINESS AN INTRODUCTORY GUIDE: Master the Essentials to Better Engage, Share, and Market on Facebook A. connecting people to others and brands they are interested in. Brands can use Facebook to directly connect with customers and prospects. It can be difcult to gure out how to use Facebook for business. share information and interact with fans on Facebook. This is a way businesses can use Facebook to organically drive trafc and customers to a website. HOW TO USE FACEBOOK FOR BUSINESS 15 WWW.HUBSPOT.COM Share