Four-Step Plan to Giving Your Small Business a Boost on Facebook

May 21, 2012

Connecting over 900 million people has made Facebook the social media giant. Staff from the company educated small business owners at America's Small Business Summit 2012 about using the company's tools to connect to customers and grow their business.

Sarah Smith, director of Online Operations in Facebook's Austin office, walked the packed room through the four-step process to Facebook success.

First, build a Page by picking a good vanity URL, finding great profile and cover photos, including company milestones, and asking current customers to like the page.

Second, connect to fans through Facebook ads. Facebook allows advertisers to target ads based on age, gender, location, and interests. Smith advised that when targeting ads, small businesses should creatively think about who actually buys their products or services.

Third, engage fans with high-quality content. Smith suggested that small businesses post one or two times per week. "Find the right rhythm and set aside time for Facebook," said Smith. The content doesn't have to be perfect, but it needs to be human and engaging. Smith said that photos, video, and polls are the most engaging, and offering special deals has been found to keep people active on Facebook Pages.

Fourth, influence the friends of your fans. Facebook allows you to promote your fans' social activity to extend the reach of your content and generate word-of-mouth promotion. Smith noted that people are 51% more likely to buy something if they know their friends did.

To learn about more best practices, check out the case studies at Facebook Success Stories.

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