How to create a Facebook Page and why

By DAVID BOYES

FACEBOOK business pages can be a useful tool to aid corporate profile-building but many organisations remain confused about how to create a Business Page and why.

Many companies are making the mistake of promoting themselves through Facebook profiles (personal accounts), either deliberately or by mistake.

In the former case, they are aware of Business Pages but have opted not to establish one for any number of reasons. In the latter case, they just don’t know Business Pages exist and that they are fundamentally different from personal profiles.

Facebook logo, blue background, white "F"Whatever the reason, there is a danger that a company’s Facebook activity could come to an abrupt halt if they fail to follow the rules of this particular social media game.

It has been widely reported that Facebook have started scrutinising accounts and are deactivating businesses that are not adhering to protocol.

In this blog post, we will look at the principles of Facebook Business, or Fan, Pages and how they can be used to best effect.

How to create a Facebook Page and why: the two golden rules

 

  1. On Facebook, you must have a personal profile in order to create a Business Page.
  2. All users “Friend” an individual but “Like” a business.

 

Liking doesn’t have a literal definition in this case. It means you’re interested in following what the organisation has to say. For example, you may wish to Like a business competitor or political entity whose views are opposed to yours, in order to monitor what they are saying or doing.

Facebook logo, blue background, white thumbs-up, LikeWhen a Page is Liked, an update about that interaction like will show on your timeline. It can also appear on your News Feed.

You may appear on the Page you connected with or in adverts about that Page.

Updates from the Pages you Like will appear in your News Feed and the News Feeds of your friends. Messages from those administering Business Pages you Like will also appear.

Control over your connections rests with you. You are free to Unlike and to decide who gets to see your Likes.

Among the advantages that Business Pages have over standard profiles are:

 

  • Their ability to track the number of visitors (assuming you have 30 or more Likes
  • Their insight into traffic based on gender, age, location, duration and visit time
  • Their facility to act as a platform for pay-per-click adverts
  • A Like provides immediate access to content, while someone submitting a Friend request has to wait until it is approved.
  • They can help improve your website rankings on Google.

For those fearful of comments using bad language, there’s a profanity filter as well as the usual controls over who is permitted to post on a Page.

Facebook has more or less stated that its future lies in search facilities, with the announcement of its Graph Search feature, which is slowly being introduced across the world.

Searches will be made for individuals and for businesses. If your company is not listed, you’ll miss out.

Other features unique to Fan Pages which should appeal to businesses include the ability to include corporate information and to add administrators to help with the day-to-day running of the Page.

And, finally, Pages – unlike profiles – are not limited to 5000 followers.

©WordMediaCo Ltd. If you wish to reproduce or translate this article, you may do so, provided you add the following credit: This article was written by David Boyes. He is a media consultant and trainer who empowers businesses to use social media more strategically. For more information visit: http://www.wordmedia.co