AlterNation Episode 3: Using the 'Book for Business

Welcome to AlterNation Episode 3! We're taking a close look at using Facebook for business and marketing, and we discuss all sorts of tips and tricks.

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Getting Started
Facebook has a decent system in place to show you how to set up various portions of your page, but after that they don't give any instructions. There are lots of things you can do, and should do to improve your page and connect better with fans and clients. One of the earliest, and most vital things you need to do for your page is obtain a Facebook vanity URL, at WiseStamp is a useful tool for adding this sort of link to emails.

Connect With Fans
We pull a few tips from this link that are very useful for after you have created a basic page. one of the biggest issues with marketing on Facebook is that users are often apathetic to businesses, or won't interact with them. In order to promote consversation and interactivity, you should:

Ask questions in posts, don't just make statements. People are much more likely to comment on a question, because people like giving answers! Questions like "What is you favorite food at Boyd's Restaurant" may seem trivial, but they get people talking about your food, and then when they get hungry, they might just drop by.

Post when people are using the site! I get some of my best ideas after midnight, but asking questions or posting blog articles that late is worthless; people won't see them. The optimal time is between 9am and 3pm, any earlier and it might be overlooked, and any later and people aren't using the web as much.

Respond to your fans, and let them know you see what they are writing. People like being recognized, whether it's by the owner of Boyd's Restaurant, or by Justin Bieber. (Just look at how excited people get when he follows them on Twitter) Thank your fans for kind words, and respond to their questions. Doing so builds positive feelings towards your brand, and that helps build customers.

Be human sometimes! Many businesses only spout off links, sales, or links to sales, but throwing in a more personal post will also help build positive feelings for your brand. A good example would be posting a personal thank you, pictures of your workplace and staff, or a link to something that has nothing to do with your business, and will make people laugh. Stay away from touchy subjects though; you may be proud of your political views, but spouting them off online could sour your business for prospective customers.

Use FBML to Customize your Page
FBML, or "FaceBook Markup Language" is an incredibly useful tool for customizing your page, and making it more like a website. Kim Woodbridge has lots of useful tips on adding various features at her blog, such as adding an mp3 file, or adding a 'share' button.

Suggested Reading
HubSpot has a free eBook on using Facebook for Business. The data is a little dated, but the message isn't. This eBook is an excellent "first read" for a business owner looking to start up a Facebook page.

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