how to create a pro-level facebook page without hiring a pro - jo lilore-12.10.10
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Jo Lilore | jolilore@gmail.com
V.3 - May 10, 2011
How To Create a Professional
Facebook Page without Hiring a Pro
Facebook PagesFacebook Pages is a free marketing tool for businesses, brands, artists, personalities, and
non-profits. Having a Facebook Page puts you in reach of Facebook’s 500 million+ user base.
Optimizing Your Fan PageYour Facebook Page has a number of areas that you control. Each of these areas can be
optimized to increase the effectiveness of your Page.
“Café Jo” – my café and
restaurant Page, created for
demo purposes.
Optimizing Your Fan PageYour Facebook Page has a number of areas that you control. Each of these areas can be
optimized to increase the effectiveness of your Page.
Default and Custom
“Tabs” / Sub-pages
Profile Picture
About Box
Status Updates (“Posts”)
Photo Strip
1
4
5
2
3
1
4
5
2
3
Types and Benefits of Optimization
Strengthen Your Brand
Improve Customer Experience
Cross-Channel Promotion
Search Engine Optimization
Increase Visitor Conversions
Facebook Marketing: The Big Picture
Page optimization is just one part of your overall Facebook marketing
strategy and efforts.
Ads
Insights
&
Analytics
Campaigns
&
Promotions
Editorial/
Content
Strategy
Page
Optimization
Marketing
Facebook Page Optimization
1. Page Category
2. Page Name
3. Username/ “Vanity Address”
4. Profile Picture
5. About Box
6. Information Tab
7. Status Updates / “Posts”
8. Photos
9. Default and Custom Tabs
10. Page Settings
1. Page CategoryChoosing Your Page Category
The Page Category that you choose will affect
what information and features are available to
your Page.
For businesses based around a physical location, use
“Local Business or Place.” Company and Brand pages
are used for national brands with many locations, or
for businesses without a physical presence.
If you choose “Local business,” you will be able to
add your address, which Facebook auto-links to a
Bing.com map. Your address on Facebook will be
crawled by search engines and included in online
directories.
You will also be considered a Facebook “Place,”
meaning that people can check-in to your location.
If you choose “Brand or Product,” or one of the other
categories, you will be able to add a company
overview and mission statement to describe your
business or organization.
If you need to, you can change your Page Category
after your Page has been created. This used to be
impossible.
After you select a main Page Category, you will be
given the ability to choose a Sub-Category.
http://www.facebook.com/pages/create.phpTo create a Page:
http://www.facebook.com/help/?page=175More info:
1. Page Category / Sub-Category
Name
Name
Sub-Category
Sub-Category
Address
2. Page Name Choosing Your Page Name
Use your brand, company or organization name:
“Café Jo”
Use spaces.
Avoid generic Page Names – “Vegetarian Food Los Angeles”
Facebook policies prohibit this, and even if you get away with it,
they may take your Page down later.
Avoid “spammy” Page Names –“Café Jo Tasty Italian Vegetarian Food Los Angeles”
• Facebook prohibits this – same issue as with
generic names
• Negative reflection on your brand – no one likes
spammy marketers or companies
• People will not want to share your Page, the link
will look too spammy
You can change your Page Name until you get 100
connections, then you can NOT change it again.
To edit your Page Name, click to Edit your page and go to the
“Basic Information” section.
3. Username /“Vanity Address”
Choosing Your Username / Vanity Address
By default, Facebook assigns your Page a web address like this:
http://www.facebook.com/pages/Caf%C3%A9-
Jo/172874146096924
Once you have 25 “Likes,” Facebook lets you sign up for a
custom address or “Vanity Address” like this:
www.Facebook.com/Cafe-Jo
You can NOT use spaces. Use a single word –“CafeJo” or dashes:
“Café-Jo”. The second option is better for Search Engine
Optimization, but the first looks classier and is easier to type.
Avoid generic and spammy Usernames. Use your brand,
company or organization name.
You can NOT change your Username once it is created. This is
different from Profile Pages, where you can change your
Username once – and only once.
Once you get it, put your Vanity Address on business cards,
flyers, everything - get the word out there!
More info: www.facebook.com/help/?page=900
To get your Username: http://www.facebook.com/username/
4. Profile PictureYour Profile Picture: Basics
1. Ideally the Profile Picture should include both your
name and logo.
2. Remember that people are going to be seeing the
picture “thumbnail” when you post Status Updates, so
the image must be able to generate a good thumbnail.
We’ll look at this shortly.
3. Try putting a border around the image to see if that
looks better or worse for both the main Profile Picture
as it appears on your Wall, and for the thumbnails that
accompany your Status Updates.
or
4. Profile Picture: The Next Level
Your Profile Picture: Optimized
1. Profile Pictures have an optimal size of 180 pixels
wide by 540 pixels high. The graphic must be a .jpg
or .png file, and less than 4MB
2. Facebook auto-crops images slightly, so it’s best to
leave some space around the edges.
3. You can use the height to your advantage by building
useful information and marketing content into the
graphic.
4. In this example I made a tall image showing that we
offer coffee, food and desserts. I could also have put
text into this image – “Coffee, Food and Desserts”
5. You can not put clickable links into the picture, it’s
still just a graphic. If a visitor clicks on the Profile
Picture, Facebook will take them to the “Photos”
section of your Page.
Before After
4. Profile Picture: Thumbnails
Setting Your Profile Picture Thumbnail
After you upload your Profile Picture, Facebook
generates a thumbnail for you by default.
Often the thumbnail isn’t optimized. To edit your
thumbnail, click to edit your Profile Picture, then
click “Edit Thumbnail.”
Click on the thumbnail and drag it within the box to
adjust the thumbnail framing.
After you Save, go back to your Wall to see how your
new thumbnail looks next to a Post. Try again if you
don’t like the look.
4. Profile Picture: The Photo Strip
Optimizing Your Photo Strip
The Photo Strip shows a randomized display of
recent photos that you have uploaded to your
Page.
The picture order is mixed up every time the Page
is loaded or refreshed. You cannot “fix” the order.
You can however choose which five pictures you
want to appear, by process of elimination.
To remove a picture, mouse over it and a little “X”
will appear on the top right. Clicking the X does
not delete the photo, it just hides it from the
photostrip.
Delete photos until you are left with the five that
best represent your business or organization. Mix
it up – show people, interior shots, exterior,
products – whatever makes the most sense for
your company.
To “unhide” all your photos, go to “Edit Page >> Profile
Picture” and click the “Unhide All” button.
Non-Optimized Profile Picture: Home Depot
Profile Picture has no useful
information and a weak
Call-To-Action.
Non-useful “fluff ” photo. They are
going for a “lifestyle” shot, but this
isn’t a very inviting picture.
Tall graphic pushes About box down
out of site, hiding useful info from
view.
Poor use of Profile Pic
Non-Optimized Thumbnail: Home Depot
Profile thumbnail is unreadable and
dirty looking.
They should be using the brand
logo instead.
Poor use of Profile Pic
Non-Optimized Thumbnail: Home Depot
Still can’t identify the name in
thumbnail form, have to go by color.
They should be using the brand
logo instead.
Now: Better, not Great
(More) Optimized Profile Picture: SME
(More) Optimized Profile Picture
Custom Profile Picture is used to draw attention to the
Blurb box, which includes clear Calls-To-Action and
clickable links.
(More) Optimized Thumbnail
Thumbnail image is distinct and compelling even at
thumbnail size.
5. About Box Optimizing the About Box
The About Box appears on the wall under your
Profile Picture and Sub-page links. It is based
on the “About” field on your Basic Information
form.
1. There is a 250 character limit. Two and a half
lines show up before the “More” link.
2. Links that you enter into the box do not become
clickable from the box, but they are clickable on
the Info tab.
3. Link to your main website. Do not assume that a
visitor will click on your Page’s Info tab.
4. Help out your visitors and the search engines by
including the key info that they need to know
who you are and what you do. List your services,
specialties and offerings.
5. Update the box periodically to highlight
promotions and timely updates.
Click Edit in the About Box
to add or edit copy.
About Box: Starbucks
Two and a half lines show up
before the “More” link.
6. Information “Tab” Optimizing the Information Tab
The Information Tab / Sub-page is on all Pages. It
can not be turned off. Go to the tab and click on
“Edit Information” to add or update content.
1. Website links that you enter are clickable. Link to all
of your online properties. Facebook will strip any text
that you try to add in front of the links, and only
display the URLs.
2. Like the About Box, help out your visitors and the
search engines by including the key info that they need
to know who you are and what you do.
3. Use all-caps (carefully) and underline rows (____) to
create visual markup and separation.
4. For Local Businesses, entering your address puts a
clickable Bing map link on the Information Tab. This
information will also be crawled by search engines,
helping you gain entry into business listings.
5. Fill out as many fields, with as much information, as
you can. Hours, parking, specialties, offerings,
philosophy , whatever fields they give you based on
your Page Category. This information will help both
visitors and the search engines.
7. Status UpdatesOptimizing Your Status Updates
Your Status Updates are your way to reach your fans,
and for them to help build awareness and visibility of
your brand as they interact with your content.
1. Use a photo – posts with photos get up to twice as much
response. If you are posting a link, Facebook will let you
choose images from that web page for your post.
If you were planning on just posting a text message, you
can upload a relevant photo and post your message as the
caption.
2. Optimize your Title and Description – after you
enter your link and hit “Attach,” Facebook will generate a
default Title, Description and Thumbnail.
1. Click on the Title to edit it
2. Click on the Description to edit it
3. Use the arrows to choose a Thumbnail
You are only able to edit these fields BEFORE you hit
“Share.” They can not be changed after the Status Update
has gone out.
7. Status Updates Optimizing Your Status Updates
Optimize your Message - keep all of the
optimization principles in mind when you write, and
have a clear Call-To-Action.
1. Optimize your Title
2. Optimize your Description
3. Encourage interaction – commenting, liking, sharing.
(“Comment bait”)
4. Include your search engine keywords
EdgeRank
EdgeRank is the system that Facebook uses to calculate which
posts make it into the “Top Stories” part of the news feed.
It is essential to get your Status Updates into the Top
Stories feed, otherwise your post will lost its momentum
in as little as 24 hours.
Pages get EdgeRank based on how actively Fans interact with
the Page Content. The more interactions, the higher the
rank. Interaction types include:
- Shares
- Comments
- Likes
Before Editing
After Editing
Chose better thumbnail | Updated Title
8. Photos Optimizing Your Photo Posts
1. Click to share a photo
2. Upload a photo from your computer
3. Enter a message. Make sure to optimize your message,
which goes out in your Status Update, and also becomes
the caption for the photo. Keep all of the optimization
principles in mind when you write the caption,
particularly use your search engine keywords.
8. Photos Optimizing Your Photo Posts
Bonus Benefit of using photo sharing to
post a Status Update
Since photo captions are editable, if you do your
posts this way - posting a photo and adding your
message - you can edit your message copy even after
it’s gone out.
Just go the photo and click the Edit icon next to the
caption. Change the caption, and the post copy will
automatically update in everyone’s News Feed.
This is a great way to quickly fix a typo, or add a
piece of missing information.
You can also edit the caption by clicking
“Edit This Photo.”
Bonus #2
Each photo upload creates its own web page for that
photo, which is crawled by search engines, and
linked to and from your other Facebook pages.
This builds content relevancy and search engine
credibility for your brand.
Navigation – once you have more than 7 tabs, you will see a “More” link which gives you
access to Edit. Editing allows you to reorder the tabs. Wall and Info must stay at the top.
9. Default and Custom “Tabs” / Sub - Pages
9. Custom Tabs Custom Tabs for your page
Page Owners can create an add multiple
Sub-pages to their Page, and set one of these
as the landing or “Welcome” page for non-
Fans.
These pages can include video, audio, and
even forms and functionality: e-commerce,
sign up forms, whatever you want.
This can require a bit of technical knowledge, or
you can use low-cost software to handle the
technical side for you.
Some applications use a step-by-step “wizard”
where all you need to do is upload large graphics
and then link them to a web page or site. This can be
used to create promotions.
If you have a webmaster or know HTML, you can
use free applications to build these pages, and you
create the page contents yourself.
9. Custom Tabs: Odwalla
9. Custom Tabs: Odwalla
1
2
3 Compelling Profile Picture
Default “Fresh Stuff ” Landing
Page tab for non-Fans
Strong Call To Action to
“Like” the Fan Page
Default Landing Page:
Odwalla
9. Custom Tabs: Chegg
1
2
Default “Chegg It Out”
Landing Page tab for
non-Fans
Strong Call To Action
to “Like” the Fan Page
Default Landing
Page: Chegg
10. Page SettingsManaging Page Settings
Go to “Edit Page >>
Manage Permissions” to
control the following
aspects of our Page:
-Wall settings
- Default Landing Tab
-Visitor posting ability
-These settings will depend on
how much you are able to
monitor and manage the page.
Appendix A: Best Practices
What causes you to unfollow an individual or a business on social networks?
Their over-communication gets overwhelming — 44.81%
The don’t add value to my day with their irrelevant postings — 36.79%
They only talk about themselves or act irresponsibly toward their audience — 9.91%
They are not open to feedback, two-way dialogue or user-generated content — 5.19%
They under-communicate or may not be active for weeks/months at a time — 3.30%
Appendix B: Why Fans “Unfollow”
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