What this guide is not:
It is not a comprehensive guide to using all aspects of Facebook for business. It will however share some
of the keys to being successful with Facebook, as well as helping you to create a plan for posting on your
page that will help you interact with, and sell to, your fans.
Let’s start by looking at a couple of rules from Facebook:
1- Facebook has set up terms and conditions for not only using Facebook but using pages. These can
change at any time and Facebook is not required to notify you of the changes (they should be, but they
aren’t). It’s always your responsibility to make sure that what you’re sharing, and how you’re sharing it
in some cases, is in accordance with their rules.
2-The new page setup with the timeline is very nice, however many people are putting whatever they
want in their cover photos. Facebook currently says that you must not include contact information of
any kind (ie website or phone number) or any Facebook terms (ie “like”), as well as several other things
in the photo. If you violate this you could have your page shut down by Facebook and lose all your fans.
3-Recently they changed the rules for how you do contests. Now you’re required to do all contests
through their app.
4-Don’t have a profile for your business. As far as I know it’s still illegal to have a profile (where you
have friends) for your business. The only thing you should create for your business is a page (not a
Those are Facebook’s rules. Here are a couple of mine:
1-The first and most important thing to remember is that Facebook is a *social* platform. It is not
primarily a marketing tool, but rather a place to connect with your fans and customers and secondly
share your brand/products with them.
2-Depending on what social media expert you talk to, somewhere between 75 and 90% of your posts
should be content or information, not sales, based. That means an absolute maximum of 25% of the
time you should be posting promotional things.
3-Posting all of the same content will bore your fans and they will stop commenting on your posts and
may even unlike your page. You need to share a variety of content, which we will discuss later.
4-Don’t have your Facebook update your Twitter or vice versa. They are two different social platforms,
and while some of the same content can be shared on both platforms, the exact same post should not
be directly sent to both of them. It’s also offensive to some fans (Facebook) to see hashtags (#) and
other Twitter signs, and to some followers (Twitter) to have to click the Facebook link that comes with
5-Have a link on your website to your Facebook page. Depending on Facebook to deliver all of the fans
and traffic to your page is like expecting the clouds to be the only thing that deliver water to the plants
in your garden. Facebook has no responsibility to deliver people who may want to be fans to your page,
but you do have a responsibility to get people to your page if you want fans. You can also include a link
to your Facebook page on your blog, in your newsletter, in a physical location (ie store), and/or in your
6-Comment on other pages with your page at least 3 days a week. Just like with your personal profile
where you can talk with and comment on friend’s statuses, you can comment on other pages with your
page. When your page is the active account you can go to another page and click the “like” button. This
page that you just “liked” will show up in your newsfeed when you click the Facebook icon in the top
left. The only way to have a truly authentic page (other than posting original content) is by interacting
with other pages on Facebook. Just spending 10 minutes a day perusing some of the pages you’ve liked
is enough, if you have the ability to do more, you can. The pages you like should not be pages you
personally like, but pages that your business should interact with, like those in the same industry, as well
as other businesses local to you (if relevant). Commenting on their pages does not mean that you
should spam them and direct their fans back to your site to buy from you. It means commenting on
their posts just like you would comment on something a friend said.
7-Fill out the “about” page. This page is free marketing space for you to tell the world about your
business. You should list your website and other contact information here, as well as personally tell fans
about your page. This isn’t a place to word-for-word copy from your website or business’s brochure,
this is a place for you to tell your fans, potential fans and potential clients about your business as if you
were talking to a friend.
8-There is no magic bullet for getting a huge number of *real*likes. With the exception of some of the
company pages like Coke or Victoria’s Secret, most pages with large numbers of likes have fake likes.
The number of fans you have isn’t what’s important. What matters is how interactive your fans are. It’s
better to have 100 fans and have 75 of them regularly participating in the discussion than 10,000 fans
and 100 who participate. Sharing relevant, regular content as well as commenting on other pages and
having your Facebook link on your website will all help you get more fans.
9-Facebook has told us recently that approximately 16% of your fans see your posts at any given time.
This is because Facebook, like Google, uses an algorithm to somehow determine what posts should and
shouldn’t be seen by your fans. If you want people who follow you to see all your posts in their
newsfeed, go on Twitter (Twitter doesn’t use an algorithm). For Facebook, this means that you should,
just like with any other marketing tool, not solely depend on Facebook to deliver sales and traffic to your
Tips for posting on your page’s wall:
1-I suggest planning your Facebook posts weekly, monthly or even yearly. By writing as many as you can
ahead of time, you’ll only have to be on Facebook 10-15 minutes or so a day to post and reply to any
postings from your fans and interact with other companies. With the new scheduling feature Facebook
rolled out, it means you can pre-schedule your posts weekly or monthly and just focus on the daily
interaction with fans and other pages.
2-Try to post once per day, and don’t do more than 15-20 per week if possible. If you’re posting once
per day you’re actually posting more frequently than 90% of the pages and people on Facebook.
Facebook isn’t as “quick” as Twitter and you don’t need to post nearly as often to reach the same, if not
a greater, number of people. Normal is 5-7 per week. Think quality not quantity.
3-Try to keep the posts between 1 and 3 sentences long. If they’re too long people won’t read them,
which means they won’t “like” them or comment on them.
4-If you wouldn’t share it in real life or tell a friend about it, it certainly doesn’t belong on your page.
5-Post relevant content. If you’re a technology business don’t post about McDonalds, unless it’s
relevant. If you’re a dentist, don’t share jewelry and accessories, unless it’s relevant. Don’t worry,
there’s more about this later.
6-Be friendly! Remembering that the primary purpose of Facebook is to be social together, it’s good to
occasionally leave the “office” and say something not business related. Like wishing your fans Happy
Holidays or asking them about summer plans. Remember: behind each and every page and profile on
Facebook there is a person, and no person can eat, sleep and live business.
7-Don’t just post links to videos, blog posts or articles. *Always* introduce them or share a caption
about them. Links don’t mean anything without context. When you share a blog post, article or video,
don’t share just the link, you should share the topic/title, a sentence about it so your fans know why
you’re sharing it/why it’s relevant to them /what they’ll get out of it by clicking it, a link to it so they can
read it. As well, you should consider asking a question about the article to engage your fans. Also on this
topic, for pictures you should always include a caption with the picture.
What and when to post on your page’s wall:
1-You can post: tips, questions, articles, pictures, videos, quotes, resources and about your
product/services. Not all of these work for every business, but at least half should work for yours.
2-To figure out what to share for those post suggestions in #1, think about your services. If you’re a
marketing firm that does social media and SEO work, you can talk about marketing, social media and
SEO each week. If you’re a family-friendly restaurant, you can share about food, family and fun each
week. If you provide health services, you can talk about health, fitness, and nutrition.
3-The best time to post is different for each business. Some businesses have success posting in the
mornings, others have success in the evenings. You have to do trial and error to figure this out.
4-I suggest you post each post on the same day each week. If you share your services/products on
Thursday this week, for example, be consistent and always post about your services or products on
5-If you’re sharing one post per day, I suggest that 1-2 days a week you share sales/promotional related
posts. The other 5-6 days you should be sharing relevant or friendly content.
6-The sales and promotional posts can include pictures of your products, links to your website, as well as
special deals and sales that you’re offering to fans.
7-At least 2 posts a week should be questions. They can be questions about articles or questions just by
8-If you’re a brick-and-mortar store, or target a specific location, you can take advantage of that by
talking about other things going on locally.
1-Check regularly, and follow, Facebook’s rules
2-Post a variety of content on your page, including (but not exclusively) sales related information
3-Regularly connect with other businesses and comment on their pages
4-Don’t have your Facebook and Twitter post to each other, do have a link to your Facebook page on
5-Most important: be social!
Hopefully this will help improve your experience with Facebook for your business. If you would like
personalized help, you can buy a “gig extra” and have me create the plan for what and when to post on
your Facebook page’s wall that will help you have better interactions, connections and growth of fans.
I’ve helped over 1000 pages thus far!