With more than 1.4 billion users, Facebook is no longer simply an additional means for companies to build brand recognition; it’s now essential for businesses to be on Facebook.
Setting up a business page is somewhat different than setting up a personal account, so we’re here to help. If you’re new to the commerce side of social networking, here are the basics on how to set up Facebook for your business.
Pick a Category
While logged into your personal account, navigate to Create a Page where you’ll choose one of the following categories:
- Local business or place: For those who have a physical address when customers do business with you. Also the best option for allowing people to “check in” or leave reviews.
- Company, organization or institution: This is ideal for places that are not dependent on location.
- Brand or product: For those whose page represents an item sold at various retailers. No need for a physical address.
- Artist, band or public figure: For celebrities, politicians, and others. This will allow you to market yourself separately from your personal Facebook page.
- Entertainment: For pages related to movies, music, sports, books, etc. No need for physical address.
- Cause or community: If you’re sure your page doesn’t fit under any of those categories, choose this one.
Think carefully about what category works for you; it can be changed later, but any check-ins, reviews, etc. will be lost if changed. Once you choose a category, you’ll then be able to add additional information like the business name, location and type. When deciding a name, choose wisely; you can change it once at a later date, but it’s not an easy process.
Add Basic Information
After putting in the initial details of your page, Facebook will lead you through a few sections in order to build and solidify your page.
The “About” section is the main description of your business or organization. It should be 2 to 3 sentences that make your business stand out. This section is displayed on your main page, so make sure it’s distinctive and appealing to potential followers.
Next, you’ll need to upload a profile photo, which will appear in search results and on any comments you may publish. Many businesses use a logo as the profile picture. Whatever you decide to use, it should be square and 180 x 180 pixels is suggested. You’ll also want to eventually upload a cover photo, which is the large horizontal photo at the top of every page. Businesses often use product photos, logos and staff photos as cover photos – just make sure it fits appropriately in the 851 x 315 pixel area.
You’ll be asked to add the page to your “favorites” – this will add your business page to the favorites area in the vertical left-side area of your personal page for easy access.
Finally you will be prompted to create an ad for your business page. It’s not recommended at this point simply because your page doesn’t contain any interesting content yet; but this can be revisited at a later date if you want to take advantage of paid advertising.
Understand Your Page Settings
Your page is now published and you’ll be able to see the basic shell. You may want to keep the page private at this point, until it’s completed and populated. To do so, click on page settings in the top right and change the page visibility option to unpublished. This is also the area where you can adjust who can post to your page, your business profile, change notification settings and more.
In settings, under the page info tab, you can add additional details in a variety of fields about your business or organization. Under notifications, you can change how and when to receive alerts about when people post to your page, like your posts or follow you.
Under the page roles tab, you can manage who has access to your page (i.e.: colleagues, designers, public relations employees who need access to post on your organization’s behalf). If the Facebook business page was create through your personal account, you will be designated as administrator. For your protection, no one else should be granted the role of admin, as admins are allowed all-access and deletion capabilities.
Create a Call-to-Action
Adjacent to your business page’s “like” button is the call-to-action button. Customize it with “contact us,” “shop now,” “watch video” or some other action that is linked to a URL where the action will take place.
Your page is almost ready to go live, but it needs some great content to get started. You can post plain text, a photo, a link or a video. To start, you may want to consider one of each to add some variation that can be eye-catching. If you initially struggle to come up with posting ideas, take a look at the pages of your competitors and see what they’re posting. This is also a good idea to see what type of content receives more customer engagement, likes, comments and shares.
Once you get a few posts up, if your page is unpublished, you’ll want to make it live and searchable. Your page will continue to populate naturally over time as you publish updates and gain followers who interact with your content.
To initiate likes for your business page, you should start by inviting business colleagues and those involved in your organization. This will create some activity on your page. Then you’ll want to invite those in your network – your own friends and anyone associated with you. When inviting these first two groups, encourage all of them to like, post comments and interact so that your page continues to grow in content.
Lastly, you’ll invite your customers. Save your clients for last because they’re likely to be more interested once there’s more activity on your page. At this point, you can click on the “activity” tab in the top navigation and see how your followers interact with your page content.
Facebook has helpful information you can monitor to see how your page is doing. These tabs sometimes change, so these are the available stats as of November 2015. Click on “insights” at the top of your page and you can see a variety of metrics:
- Overview: A 7 day look at overall engagement
- Likes: A detailed view of likes and unlikes.
- Reach: Shows the number of people reached by your page each day.
- Page Views: Breaks down how often each of your page tabs (reviews, info, photos) is viewed.
- Posts: Looks at how your posts perform.
- Videos: If you post videos, this will show how they perform.
- People: Breakdown of those who like your page by gender and location.
- Shop: If you sell products, this will let you see how each is performing.
Congratulations, you now have an official Facebook business page. Now get out there and be a success!