Is Facebook right for your Business?
1. Does your brand suit Facebook?
You want to honestly answer if your brand can entertain fans with multiple posts per week? There are over 800 million people on Facebook, but none of them want to read bland corporate PR speak. There are 15 million competing brand pages on Facebook, why would someone really want to Like your’s?
2. Facebook Promotion Guidelines
Every Business needs to know these guidelines. Stick to these to avoid your page from getting suspended or deleted by Facebook. If that happens you lose everything. :(
3. Facebook Is Not Free
A good page needs a lot of creativity, time to brainstorm ideas, implement and manage campaigns, day to day management, and a budget for apps in order to comply with Facebook’s promotional guidelines. You either pay someone to do all that, or you do it yourself. Either way its somebody’s time your paying for.
4. Facebook Page Guidelines (internal)
Put together some guidelines for your staff to guide them on how to use the page and what’s acceptable behaviour. Here’s a deeper insights as to why this is a good policy (not just for Facebook) and here’s a handy template to use(PDF download)
5. You Page’s Goals & Objectives
What do you want to achieve with your page? Awareness for your brand? Act as an extension of customer service? Use it to drive sales? Work out what exactly the goals are and how they will be achieved. Having no clear strategy or unrealistic goals are the two biggest reasons why social media project fail.
6. Facebook Won’t Turn Solve Everything
If you have shoddy products, terrible service, poor marketing, non-existent customer service, Facebook won’t solve any of those problems. These are issues within your organization that need addressing. If anything Facebook will give people a place to complain publicly about these issues. If you already know them, then why aren’t you doing something about it?
7. Time & Attention
Social media is like a flower, it doesn’t grow over night and it’ll die if you don’t pay attention to it. Get into it for the long haul or don’t bother at all.
8. Wall Logo
Facebook allows a 180 (w) X 180 (h) pixel logo for a Facebook Page. Avoid going too small and, with the new page layout, avoid not having a square logo.
9. Cover Images
Cover images must be at least 399 pixels wide and may not contain:Price or purchase information, such as "40% off" or "Download it at our website", Contact information, such as web address, email, mailing address or other information intended for your Page's About section, References to user interface elements, such as Like or Share, or any other Facebook site features, Calls to action, such as "Get it now" or "Tell your friends".
9. Navigation Menu
The navigation menu and all the different tabs such as Notes, Discussions, Photos, Videos? The ones you don’t use are like blank pages on a website. There’s no point in having the discussions tab if you don’t use it, or photos if you don't have any yet. Get rid of them in the edit page section, you can always put them back later. You can show a maximum number of 12 apps, so make sure to put your most important ones first.
10. Facebook Page Guidelines (external)
What behavior is acceptable amongst fans? Having explicitly stated guidelines act as a guide to fans, and also can be referenced in the case of a dispute. You can’t really go to far here, banning any form of criticism, for example, is way to heavy handed. Be honest and fair. Here’s a handy guide.
11. Page Growth
If your adding new 5% new fans organically (outside of campaigns and ads) each month your doing well. Post good updates and you can easily grow organically by 10% to 15% per month. It’s not easy but it’s not impossible either.
12. Off Your Page Promotion
There’s ton’s of ways to promote your page outside of Facebook. Try adding a social plug in to your website on your website, put a logo in-store, in your email signature, on a menu the list goes on. The easiest way to identify where to put a link or logo is to examine what parts of your business customers come into contact with and direct them to Facebook from there.