Promoting Your Business on Facebook

There are several ways to promote your business – whether
that’s a personal project, a band or a major brand — on Facebook. One of the
easiest is to create a page (similar to a personal profile) dedicated to your

There are a few things that you need to be aware of so you
don’t run afoul of Facebook’s Terms of Use and find yourself with a popular
page that is suddenly deleted. And recent changes to how pages behave mean new
opportunities to promote what you do.

Setting up your page

When creating your page, this is critical – pages must be
created by users and users must be people
. Do not create a Facebook account for
your business and create a page. This is a surefire way to have your account deleted just when you’re picking up steam and becoming popular. If you don’t want to have to start again from scratch, be sure to follow this very important guideline as Facebook takes that rule very seriously.

Also since companies have turnover, be sure that more than one person is the admin of the page. You don’t want to have to go back and find a former employee and ask that they give you control of your own page.

You can either create a page from any other page – just go to the Create a Page link. Or find the Ads and Pages link on your toolbar.

Advantages of Pages

Pages now act more like user profiles. This means that posts on a page will appear in their fans’ news feeds – much more visible than previously.

In addition, pages can now add custom tabs. For example, a band could add events integrating their tour dates. A newspaper can integrate discussions about their stories. And an attraction can add functionality for visitors to upload their own photos.

Facebook offers a Pages Product Guide explaining the new features and functionality including Status Updates for pages that appear in news feeds, additional functionality to measure engagement, and the ability to add applications.

Customizing Your Page

Facebook also offers the ability to customize your environment using Facebook Markup Language. First you have to add the FBML application (the Static FBML application seems to be the most popular) and select the page you want to add it to.

Once you’ve added the application, when you return to your page and click Edit Page you’ll see the FBML option that allows you to add boxes to your page with HTML and Facebook Markup Language.

By clicking on the pencil in the right corner of each option
(Settings, Wall Status, Discussions, Photos, etc.), you can edit and fill in
information, change it to a tab if available, or remove that option completely
from your page if it’s not relevant for you.

Once you’ve added all your information to your page
(including your basic information and hours), preview it one last time. If
you’re satisfied with how everything looks, go ahead and publish it. Otherwise
make any necessary adjustments.

Now that your page is published, you can start inviting people to join you – click on the Suggest to Friends link and invite some people to view your page and become fans.

  • How have you found the new page format?
  • Do you like it better?

Next time I’ll talk about other ways to promote your new page on Facebook.

Lisa Crotty

Marketing Manager

Lisa is a Senior Optimization Specialist at Innate – her friends even teased that she A/B tested her name change. Lisa studied Philosophy of Science & Technology at Virginia Tech and is always asking why.

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