The introduction to ‘Facebook for Business’ is published by Hubspot. I distilled the ‘practical’ part.
1. Create Engaging Content
Post a variety of content, from photos and status updates, to videos, events, and polls. Ask your audience questions and have them post their answers in the comments section of your post. Not only does this engage your current fans, it will make the post visible in the news feeds of your fans, thus increasing your reach to their friends who may not yet know about you!
2. Engage with Fans
Once your content helps attract fans to your page (also known as Likes), respond to user questions and complaints. A user that posts a negative comment needs to be responded to quickly in order to decrease the negative affect they could have on your business. Remember, Facebook is public, and anyone can post something. The best thing to do is to handle negative comments in a polite manner and build a brand with a positive image.
Truly focus on engagement. You’re trying to connect and get responses from your community. Ask questions, post helpful tips, link to articles that your audience will ‘like’ and ‘share.’ When you make the posts about your audience and what they need rather than selling, you will develop a richer and deeper relationship with your community.
3. Try out Facebook Groups
Groups on Facebook are slightly different than business pages. In some cases, it makes sense for a business to create a group as well. The main difference between a business page and a group is that pages represent a brand, while a group is a place for a community of people to discuss common interests. A group is essentially a page that is used as a chat room for a specific group of people. In a group, members can post all kinds of content just like on personal timelines and business pages.
4. Don’t Oversell Your Product
Don’t oversell or undersell. No one likes a never-ending sales pitch. By the same token, make sure you do highlight your wares from time- to-time! Use the 80-20 rule for sales messages vs. content/connection posts. So if you decide to post five times a week, one of the posts should be a sales message and four posts will be other helpful or fun content.
5. Create Custom Tabs
You can create and leverage custom tabs which are accessible via the ‘Views & Apps’ section of your page. Think of these as landing pages within your Facebook page. Custom tabs you can use as calls-to-action to feature anything from case studies to marketing offers to other promotions you’re running.
6. Add Milestones
Facebook’s page design supports ‘Milestones,’ which allow you to call attention to significant events in your business’ history. Use the feature to highlight some of your biggest accomplishments, such as fan growth, award wins, product releases, major events, or other accolades. You can create a new (or past) milestone via the status update box, which will prompt you to input information about your milestone such as its name, location, date, story description, and an image.
7. Use Facebook Insights
Facebook Insights is Facebook’s internal analytics tool that helps you measure and analyze your Facebook presence. The tool provides Facebook page administrators with analytics data about page visits and engagement and can help you understand which content is and isn’t engaging to your fans. Access your page’s Insights at http://www. facebook.com/insights or by clicking into the ‘Admin Panel’ on your page. We’ve also published an informative blog post and video that walks you through how to analyze Facebook Insights to improve your content strategy.
8. Tag Other Users and Business Pages
Although you used to only be able to tag other users on Facebook, you can now tag other pages, too. Make your page more engaging and interactive by enabling others to post content on your timeline. Enabling this feature will also automatically publish posts to your page’s timeline that are from other users who have tagged your page in their posts. To enable this, check off “Everyone can post to HubSpot’s timeline” and “Show the box for ‘Recent Posts by Others’ on the top of HubSpot” in ‘Manage Permissions.’
9. Connect Other Channels
You can connect other channels to your Facebook page. We recommend straying away from connecting Twitter as your Twitter posting frequency will likely outweigh your Facebook one significantly, but here are three channels to consider connecting:
YouTube Channel: Does your company have its own YouTube channel? Add the YouTube App to your Facebook page so your fans can view your YouTube videos directly within Facebook.
SlideShare App: Similar to the YouTube App, you can also add a SlideShare tab to your page that will also pull in your SlideShare presentations. …
Flickr Account: While you’re at it, why not pull in your Flickr photos with the Flickr App, too?
10. Use Questions/Polls for Fan Feedback
In the status update bar on your page, you have the option of posting a question or a poll (click on ‘Add Poll Options’). Use this to ask your fans for feedback about your products/services or the content you post to your timeline. The possibilities are endless, and it’s a great way to engage your fans and increase participation on your page.
11. Experiment With Interest Lists
‘Interest Lists’ are a feature that allows users to organize updates into separate topics from a collection of fan pages and/or public figures who have the subscribe button enabled on their profile. For example, a user could create a “Recipes” Interest List, adding to it fan pages like Betty Crocker and the Food Network, as well as the profiles of their favorite food bloggers to which they subscribe.
Users can also subscribe to Interest Lists created by other people, as Facebook suggests popular lists and make it easy for users to discover lists created by their friends. Consider experimenting with Interest Lists by creating awesome lists in your industry; promoting the ‘Add to Interest Lists’ button on your Facebook page; creating content about industry news so your updates are the first to show up in any lists your business is apart of; and creating a must-subscribe, content-rich Facebook presence.
12. Launch Contests
Contests can be a great way to increase engagement and attract new fans for your page. Be aware of Facebook’s contest/promotion guidelines, and consider using an application like Wildfire, which works closely with Facebook to make sure its guidelines are followed appropriately. Here’s a helpful blog post on the subject if you want to learn more.
13. Star or Hide Posts
Modify the items in your page’s timeline to highlight certain posts more prominently than others. By hovering over individual stories, you can make them wider and more prominent on your page by clicking the star icon, or hide them from your timeline (or delete them entirely) by clicking on the pencil icon.
14. Use Hashtags
Most of you probably aren’t strangers to the concept of the hashtag and its use for marketing, so we won’t get too detailed here considering we’ve already covered it comprehensively in this post about how to use hashtags on Twitter. (While specifically geared toward Twitter, most of the tips are applicable to hashtag use across various social networks.)
Hashtags are a great way for marketers to unify their promotions across multiple channels, increase the discoverability of their content, and centralize engagement with certain content, promotions, events, etc.
15. Embed Facebook Posts
Embedding a Facebook post is just as simple as embedding a tweet, Vine, or Instagram post: Just copy a section of code and paste it into your HTML. Doing so can help you spread the reach of your Facebook content and help garner more fans! Here’s how you do it: