Arment Dietrich SmartTalk eNewsletter

You've got the basics down, but how do you go beyond "being on Facebook" to building your business?

Get your info up
You probably have a Group or Fan Page set up for your business, but if you don't, get started already! If you already have a presence on Facebook, but don't update it, make sure you are keeping it relevant. Facebook has been steadily building clout since its inception, and your Facebook Group or Fan Page may turn up in search engine results before your Web site. So make sure your information on Facebook is up to date because it might be the first point of contact for those searching you online.

If you have questions about how Facebook works, AllFacebook.com, an "unofficial blog on Facebook," is a great resource. They provide great insights on the latest updates and changes to Facebook, and they also share news and highlights of the latest and coolest Applications, Fan Pages, and Groups on Facebook.

Where should I start?
Groups are a great place to post basic information on your company. They provide more of an unchanging home for things such as background information and contact information for your company. You can also post discussions here for group members. This is a great place for the Facebook-weary to cut their teeth. (Check out the Arment Dietrich Group here!)

Another place your business should have a presence on Facebook is on a Fan Page. Fan Pages are the best place for dynamic interactions between your audience and your business. We use our Fan Page as an information hub, where we post pictures from around the office, links to interesting articles, and content from our Web site and blog. This is a place where you can start dialogue and truly engage with your audience. And, according to Facebook, more than eight million users become fans of Pages each day.

And, once you have your information up, don't stop there. Just because people are signing up to be a member of your Group or Fan Page, it doesn't mean they're connecting and engaging. You need to give them a reason to return. Post news, updates, photos, and stories to keep people coming back. Get to know your audience and post things that generate a response. If you're posting things that they aren't interested in reading, they won't be back. And, don't just post things and watch the responses pile up. If you want to start conversations, be prepared to participate, too! It's equally important to respond to those posting on your Fan Page.

Make some friends
Now that you have your information up, how do you share it with clients, partners, and more? Start by inviting your own networks to join your Group or become a fan of your Page. And don't just target the potential clients or customers. Invite your employees, colleagues, friends in the industry, partner firms, and vendors to be part of your Facebook network. Word-of-mouth can travel farther than your own personal network, so make sure you're engaging those who are interested in your brand and encouraging them to engage their own networks.

You also need to cross promote across other forms of communication. Post links to your Facebook Group and Fan Pages on your Web site. Highlight new posts on your Fan Pages on your blog. Make sure you're making the connection across all channels, so interested parties can check out your Web site easily from your Fan Page, and vice versa.

Once you've started to secure Group members and fans of your Page from your own networks, start exploring other ways to market yourself on Facebook. Try out themed campaigns to generate some interest among potential audience members.

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A great example of a themed campaign is the Dunkin Donuts Fan Page. To build their brand on Facebook, they're encouraging fans to post pictures of themselves with a new Dunkin Donuts product, the Coolatta, on their profile and on the Dunkin Donuts Fan Page. Dunkin Donuts chooses a winner who receives fun prizes, including having their photo featured on the Dunkin Donuts Fan Page. Not only are they building a following for their brand online with the campaign, but they're also engaging fans to become brand advocates and promote Dunkin Donuts to their own networks.

And B2B companies shouldn't feel left out. Facebook is a great place to build thought leadership among clients and customers. Take a look at the Arment Dietrich Fan Page for example. Not only do we post information and fun facts about our business on our Fan Page, we also encourage our fans to share news and start conversations about industry issues. This makes it a great company resource as well as a forum for discussion and idea generation.

Evaluate
Facebook has their own analytics reports for Fan Pages to show you how many fans you've secured, how many of them click through to updates on your page from their news feed, how many of your fans are looking at photos, and it rates the quality of posts based on responses you receive on the page. And, of course, you should evaluate how Facebook is driving traffic to your Web site. But, the real results are the discussions taking place on your Group discussion boards or Fan Page. Aim to build a place where your audience is connecting with your brand, discussing your business and industry, and where fans begin initiating conversations on their own. Becoming a worthwhile place to visit on Facebook means you are on your way to connecting with your audience in a deeper and more meaningful way.