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Market Data / Supplier Selection /Event Presentations / User ExperienceBenchmarking / Best Practice /

Template Files / Trends & Innovation

Facebook Pages forBusiness

Best Practice Guide

Sample only, please download the full report from:

http://econsultancy.com/reports/facebook-pages-for-business-best-practice-guide
http://econsultancy.com/reports/facebook-pages-for-business-best-practice-guidehttp://econsultancy.com/reports/facebook-pages-for-business-best-practice-guidehttp://econsultancy.com/reports/facebook-pages-for-business-best-practice-guide


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FacebookPages forBusinessBest Practice Guide

Econsultancy London

4th Floor, Farringdon Point

29-35 Farringdon Road

London EC1M 3JF

United Kingdom

Telephone:

+44 (0)20 7269 1450

http://econsultancy.com

[email protected]

Econsultancy New York

41 East 11th St., 11th Floor

New York, NY 10003

United States

Telephone:

+1 212 699 3626

All rights reserved. No part of this publication may be

reproduced or transmitted in any form or by any means,

electronic or mechanical, including photocopy, recording

or any information storage and retrieval system, without

prior permission in writing from the publisher.

Copyright Econsultancy.com Ltd 2012

Published May 2012


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Facebook Pages for Business A Best Practice Guide Page 3

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage

and retrieval system, without prior permission in writing from the publisher. Copyright Econsultancy.com Ltd 2012

Contents

1. Introduction ..................................................................... 51.1. About this report ....................................................................... 51.2. About Econsultancy .................................................................. 6

2. Facebook statistics ........................................................... 82.1. Facebook usage ......................................................................... 82.2. Facebook pages ......................................................................... 82.3. Facebook in business ................................................................ 82.4. Facebook demographics ............................................................ 9

3. The business case for investing in your Facebookpages .............................................................................. 10

4. Getting started ............................................................... 124.1. Setting your goals ..................................................................... 124.2. Basic apps you should add to your page ................................... 13

5. How to make a Facebook page ...................................... 145.1. How to create a killer Facebook Timeline ................................ 145.2. How to use the Admin Panel ................................................... 225.3. Personalised views for fans ..................................................... 245.4. Displaying your content .......................................................... 255.5. The Activity Log ...................................................................... 275.6. How to create a fantastic Facebook app .................................. 285.7. How to create a wonderful user experience ............................ 455.8. Make Facebook your social media hub ................................... 535.9. How to create compelling content for your page ..................... 595.10. Moderating the conversation .................................................. 785.11. Putting yourself on the map .................................................... 825.12. Dont be afraid to experiment ................................................. 88

5.12.1.Tools to track your success ...................................................... 885.13. Turn your Facebook page into an f-commerce site ................. 92

6. Measurement and ROI .................................................. 93

7. Case study: Macys ......................................................... 977.1. The Timeline ........................................................................... 97


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Facebook Pages for Business A Best Practice Guide Page 4



7.2. Functionality and design ......................................................... 997.3. Visibility and SEO .................................................................. 1017.4. Content ................................................................................. 1037.5. Customer service and page management ............................... 107

8.

Checklist ....................................................................... 108

9. Resources and further reading ..................................... 1119.1. Econsultancy reports ..............................................................1119.2. Econsultancy articles ............................................................. 1129.3. Econsultancy training ............................................................ 1129.4. External resources ................................................................. 112


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Facebook Pages for Business Best Practice Guide Page 5



1. Introduction

1.1. About this report

This guide to Facebook pages will help you understand how to optimise yourbrands presence on theworlds biggest social network.

Facebook pages are incredibly useful to businesses as a means to engage consumers. They can be

used to grow revenues, support customers, extend marketing campaigns, generate extra web

traffic and boost brand awareness.

Creating the perfect Facebook page for your business takes time, planning and resources. But

judging by some of the success stories, it is worth it.

There are many different approaches and tactics that can be employed to win at Facebook. This

guide will examine the variety of ways in which Facebook is being used by brands, and aims to

define best practice in this space.

By following our Golden Rules you will soon be on the road to Facebook success. With more than

50 recommendations and 80 examples of real world Facebook pages, this guide should provide

you with plenty of ideas to help you support your brands aims and objectives.

Facebook Timeline

On 30th March 2012, Facebook switched all existing brand pages to its new Timeline format,

replacing the Wall with a more visually appealing format.

The timeline update represents a significant change for brands and marketers using Facebook as

part of their social media strategy.

In the past, the emphasis for Facebook marketers was on custom apps and landing pages, which

could easily be set as the default landing page for any or all visitors.

The new Timeline format means that pages are now limited to a maximum of 12 apps. You can

still direct visitors to these, but only via a dedicated URL.

All other visitors will arrive directly on your Timeline.

This may seem to make life more difficult for marketers, however it actually offers a more

personal and useful experience for users, and encourages best practice and community

engagement by brands.

Weve completely updated this report to reflect these changes, with a complete overview of

Timeline which includes optimisation tips and best practice, all backed up with lots of examples

and screenshots from brands that are really making the most of the new format.




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1.2. About EconsultancyEconsultancy is adigital publishing and training group that is used by more than 300,000

internet professionals every month.

The company publishespractical and timesaving research to help marketers make better

decisions about the digital environment, build business cases, find the best suppliers, look smart

in meetings and accelerate their careers.

Econsultancy has offices in New York, London, Dubai, Singapore and Sydney, and hosts more

than100 eventsevery year around the world. Many of the world's most famous brands use

Econsultancy toeducate and traintheir staffEconsultancy hosts over 100 events a year, including conferences such as the Online Marketing

Masterclasses, Future of Digital Marketing and Digital Cream as well as regular Roundtables, the

annual Innovation Awards and a range of social events.

Econsultancy.com attracts 300,000+ unique users per month where they access reports, read the

blog and take part in discussions in the forums. Econsultancy members can link up with other

members and digital suppliers through our directories, as well as find a new job or new digitaltalent using the job listings.

Some of Econsultancys members include: Google, Yahoo, Dell, BBC, BT, Shell, Vodafone, Virgin

Atlantic, Barclays, Deloitte, T-Mobile and Este Lauder.Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 699 3626 (New York). You

can alsocontact us online.

Join Econsultancytoday to learn whats happening in digital marketing and what works.

About the authors

Matt Owen is Social Media Manager at Econsultancy, a keen blogger, writer and occasionalmusician; he manages and produces content for Econsultancys social media accounts on

Facebook, Twitter, LinkedIn, YouTube and more, engaging with more than 100,000 users daily.

You can follow Matt on Twitter (@Lexx2099) or connect with him on LinkedIn

(http://uk.linkedin.com/in/mattowenweb ).

David Waterhouse is Head of Content at global social video platformUnruly Mediaand a

member of the IAB's Social Media Council.

You can follow David on Twitter (@davidwaterhouse) and connect on LinkedIn

(http://uk.linkedin.com/pub/david-waterhouse/6/712/595 ).

Chris Lake is Director of Product Development at Econsultancy, an entrepreneur and a long-term internet fiend.

He currently oversees the company's editorial and social media strategies, is the co-programmer

of Econsultancys bigger annual events (JUMP and FODM), and is a cheerleader for innovation

within the organisation.

You can connect with Chris on Twitter (@lakey) or LinkedIn (http://linkedin.com/in/chrislake ).


http://econsultancy.com/http://econsultancy.com/http://econsultancy.com/http://econsultancy.com/reportshttp://econsultancy.com/reportshttp://econsultancy.com/reportshttp://econsultancy.com/eventshttp://econsultancy.com/eventshttp://econsultancy.com/eventshttp://econsultancy.com/traininghttp://econsultancy.com/traininghttp://econsultancy.com/traininghttp://econsultancy.com/contacthttp://econsultancy.com/contacthttp://econsultancy.com/contacthttp://econsultancy.com/membership_planshttp://econsultancy.com/membership_planshttps://twitter.com/#!/lexx2099https://twitter.com/#!/lexx2099https://twitter.com/#!/lexx2099http://uk.linkedin.com/in/mattowenwebhttp://uk.linkedin.com/in/mattowenwebhttp://uk.linkedin.com/in/mattowenwebhttp://www.unrulymedia.com/http://www.unrulymedia.com/http://www.unrulymedia.com/http://twitter.com/davidwaterhousehttp://twitter.com/davidwaterhousehttp://twitter.com/davidwaterhousehttp://uk.linkedin.com/pub/david-waterhouse/6/712/595http://uk.linkedin.com/pub/david-waterhouse/6/712/595http://uk.linkedin.com/pub/david-waterhouse/6/712/595http://twitter.com/lakeyhttp://twitter.com/lakeyhttp://twitter.com/lakeyhttp://linkedin.com/in/chrislakehttp://linkedin.com/in/chrislakehttp://linkedin.com/in/chrislakehttp://econsultancy.com/reports/facebook-pages-for-business-best-practice-guidehttp://econsultancy.com/reports/facebook-pages-for-business-best-practice-guidehttp://econsultancy.com/reports/facebook-pages-for-business-best-practice-guidehttp://linkedin.com/in/chrislakehttp://twitter.com/lakeyhttp://uk.linkedin.com/pub/david-waterhouse/6/712/595http://twitter.com/davidwaterhousehttp://www.unrulymedia.com/http://uk.linkedin.com/in/mattowenwebhttps://twitter.com/#!/lexx2099http://econsultancy.com/membership_planshttp://econsultancy.com/contacthttp://econsultancy.com/traininghttp://econsultancy.com/eventshttp://econsultancy.com/reportshttp://econsultancy.com/


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Contributing reviewers

Our thanks go out to the following industry experts whom we invited to peer review this Facebook

pages guide. Their contributions are greatly appreciated

Adarsh Rangaswamyhas worked in various e-commerce marketing roles in the retail and

leisure industries. You can follow him on Twitter (@adarshry) or find him on LinkedIn

(http://uk.linkedin.com/in/adarshrangaswamy).

Erin McDonald is a dedicated Social Media Manager who is passionate about creating unique

digital campaigns and growing organic communities online. Find her on Twitter (@LadyEz) or

LinkedIn (http://uk.linkedin.com/in/erinhmcdonald ).

Jan Rezab is the CEO of Candytech a Facebook marketing company focused on managing and

monitoring social media presence for brands and media companies Candytech runs a portal

calledSocialbakers, the biggest resource for marketers to find out about interesting Facebook

statistics.

Rishi Lakhani is a Search Strategist who works with a range of Big Brands on SEO and Online

Marketing, including Social Media Strategy for Search Integration. He takes active interest in theUK and International Search Community. You can find Rishi on Twitter (@rishil), or at his blog

Explicitly.me.


http://twitter.com/adarshryhttp://twitter.com/adarshryhttp://twitter.com/adarshryhttp://uk.linkedin.com/in/adarshrangaswamyhttp://uk.linkedin.com/in/adarshrangaswamyhttp://uk.linkedin.com/in/adarshrangaswamyhttp://www.twitter.com/LadyEzhttp://www.twitter.com/LadyEzhttp://www.twitter.com/LadyEzhttp://uk.linkedin.com/in/erinhmcdonaldhttp://uk.linkedin.com/in/erinhmcdonaldhttp://uk.linkedin.com/in/erinhmcdonaldhttp://www.socialbakers.com/http://www.socialbakers.com/http://www.socialbakers.com/http://twitter.com/rishilhttp://twitter.com/rishilhttp://twitter.com/rishilhttp://explicitly.me/http://explicitly.me/http://econsultancy.com/reports/facebook-pages-for-business-best-practice-guidehttp://econsultancy.com/reports/facebook-pages-for-business-best-practice-guidehttp://econsultancy.com/reports/facebook-pages-for-business-best-practice-guidehttp://explicitly.me/http://twitter.com/rishilhttp://www.socialbakers.com/http://uk.linkedin.com/in/erinhmcdonaldhttp://www.twitter.com/LadyEzhttp://uk.linkedin.com/in/adarshrangaswamyhttp://twitter.com/adarshry


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2. Facebook statisticsFacebook is huge. Here are some useful numbers to help you understand the scale of the

opportunity, while hopefully convincing the boss that this is something worth spending a little

time and money on.

This list contains the latest information available in each case. For more information, you mayalso be interested in our Social Media Statistics report.

2.1. Facebook usage Facebook had 845 million monthly active users at the end of December 2011. [Source:

Facebook Pressroom, March 2012]

2.2. Facebook pages The average user is connected to 80 pages, groups and events. [Source: Econsultancy

Facebook Innovation Briefing, April 2011]

2.3. Facebook in business 65% of companies use Facebook as part of their marketing strategy. [Source: Econsultancy /

Guava UK Search Engine Marketing Benchmark Report, May 2011]

2.4. Facebook demographics The median age for Facebook is now 38, up from 33 in May 2010. [Source: Pew Internet &

American Life Project, June 2011]




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3. The business case for investing in your

Facebook pagesYou can set up a Facebook page for free, but if you want to do things properly it is going to require

a budget. It takes time and effort, and potentially people power, if you want to get the best out of

Facebook.

Ifdont have a budget, but are looking towards senior management buy-in, then use this handy

cut-out-and-keep business case. These points will help your internal presentation in trying to

convince the boss to put resources towards Facebook as an engagement channel.

Its not expensive. Setting up a page is cheap. A lot of the apps are free. In time you may

have to commit more resources, but that would be a sign that you are winning.

Its viral. Thanks to the many apps and newsfeeds on offer, Facebook provides you with the

perfect tools to connect to its huge user base.

Its incredibly sticky. Facebook recently overtook...




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4. Getting startedIn this section we will give top tips about the things you should think and put in

place before setting up your Facebook page.

For example, you should set some goals and targets. These will to some degree determine the

approach you take, and will help you shape the design and functionality of your Facebook page (or

pages).

We will also recommend some of the basic apps that you can use to create the perfect page for

your brand.

4.1. Setting your goalsSo to begin with, you need to ask yourself what you want to achieve. Involve your team and figure

out what you want to do. There are plenty of options.

For example, brands are using Facebook to achieve the following objectives:

Build and...

4.2. Basic apps you should add to your pageAdding the right apps to your page can immediately transform it. You can improve functionality

and design to create a special experience for your Facebook visitors.

Since the introduction of Timeline for brands in March 2012, there are fewer functional apps

available for businesses, with the emphasis on creating original apps and content. This will surely

change over time as more development takes place.

For the moment, we have identified a few basic apps that you should think about adding to your

page. Log into Facebook before clicking on any of the following links.

1. Static iFrame app

There are a number of iFrame apps available; including the popularStatic HTML app, but the

Static iFrameapp is one of the best. It enables you to easily create custom landing pages for

Facebook using a WYSIWYG editor.

You can upload images and code using HTML directly within the app. The app has recently been

updated to include the new wider Timeline format.

2. Twitter

This app could save you a...


http://apps.facebook.com/iframehost/http://apps.facebook.com/iframehost/http://apps.facebook.com/static_html_plus/http://apps.facebook.com/static_html_plus/http://apps.facebook.com/static_html_plus/http://apps.facebook.com/iframehost/?ref=tshttp://apps.facebook.com/iframehost/?ref=tshttp://apps.facebook.com/twitter/http://apps.facebook.com/twitter/http://apps.facebook.com/twitter/http://apps.facebook.com/twitter/http://apps.facebook.com/twitter/http://apps.facebook.com/twitter/http://econsultancy.com/reports/facebook-pages-for-business-best-practice-guidehttp://econsultancy.com/reports/facebook-pages-for-business-best-practice-guidehttp://econsultancy.com/reports/facebook-pages-for-business-best-practice-guidehttp://apps.facebook.com/twitter/http://apps.facebook.com/twitter/http://apps.facebook.com/iframehost/?ref=tshttp://apps.facebook.com/static_html_plus/http://apps.facebook.com/iframehost/


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5. How to make a Facebook pageIn this section of the report we will focus on every aspect of your page and give best

practice recommendations and tips on how to achieve your business goals.

We will show you lots of screenshots and examples to shine a light on how other brands are using

Facebook.

5.1. How to create a killer Facebook TimelineFirst of all well take a step-by-step look at Timeline, with notes on ways to optimise each element

to really engage your audience.

The image below shows Econsultancys Timeline page. Lets run through the default features that

you will need to address.

Images

Your Facebook page now requires two main images. Firstly, a Cover Photo:

SAMPLE ONLY. Please download the full report from:

http://econsultancy.com/reports/facebook-pages-for-business-best-practice-

guide

5.2. How to use the Admin PanelWhenever you set up a Facebook page, you will be given an option to add other Admins that is,

people who can manage your page for you.

Adding new admin personnel is easy:

Example 6: The Admin Panel


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5.3. Personalised views for fansIts also worth noting that Facebook provides a variety of personalisation options for visitors to

your page.

These include targeted ads, and information about the visitors connections who already like

your page, or who have interacted with the page recently.

Heres a screenshot from the Io9 blog page:



guide

5.4. Displaying your contentFacebook Timeline also allows you to feature your most engaging content in new and interesting

ways.

Once youve posted a piece of content on your Timeline, mouse over the small icons in the top

right corner of the post and youll see several options.




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6. Measurement and ROIPerhaps you will follow our suggestions and build a

fantastic Facebook page. But then what? Well, no

doubt your boss might ask you about how it is

performing.

Has it all been worth it? Has the money and time you

have put into the project been well invested? You

might have 25,000 fans, but what is the value to the

business?

The bad news is there are no simple answers, no profit

and loss sheet to easily equate exactly how much cash

you have spent and how much cash you got back.

Why? Because social media assets such as a Facebook

page offer a lot more value than can be written down on a balance sheet.

These include...



guide

Tip 2: Think big

To judge the success of your Facebook page, you need to take a step back and look at the bigger

picture. Here are a couple of things to consider:

Set yourself a decent amount of time for your Facebook page to achieve its goals, whatever

they might be. like a fine wine, it needs a decent amount of time to breathe.

Look at your overall business performance over that period, rather than just the simple

metrics of your Facebook page. Judging such things as how many fans you have or how much

traffic has been driven to your e-commerce website from your Facebook page is one thing, but

also take into account such things as improved profits, customer satisfaction and sales.




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7. Case study: MacysTo help give you a clearer picture of what we are talking about, we have conducted a case study of

Macys Facebookpage.

In it we will look at exactly the same areas we explained in the report, with screenshots to help

highlight exactly what we are talking about.

With five million fans, it is clear that retail chain Macys is doing something right with its

Facebook page.A strong brand like Macys will attract these kinds of numbers by virtue of its

reach and brand awareness, but there is a lot to learn from the way it engages with its community

on Facebook.

Lets look a little closer.

7.1. The TimelineMacys Timeline has a great cover image, showing exactly what the Worlds largest store is all

about.

Example 65: Macys Cover Photo

In addition, Macys uses every social media best practice in the book when creating content.




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All of the posts on the Macys Timeline have large, clear images, contain links to the Macys

website with clear calls-to-action, and ask users to engage by asking for questions and feedback.

Example 66: Macys Timeline updates



guide

Finally, Macys have also taken time to...
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All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher.

Copyright Econsultancy.com Ltd 2012 page 16

8. ChecklistThis comprehensive checklist of best practice issues and their associated success factors can be used to audit your Facebook pages.

In the grid below, we have compiled a list of tests for each area we have looked at in the report to give a readily accessible overview of the points to consider, with

space for you to record your sites performance, either on its own or against a competitor.

Best Practice Issue Success Factor Tests

Getting started SAMPLE 1. Sample2. Sample

Optimising your appsSAMPLE

3. Sample

4. Sample

5. Sample

6. Sample

7. Sample

User Experience SAMPLE

8. Sample

9. Sample

10. Sample

11. Sample

12. Sample

13. Sample

Social media hub SAMPLE

14. Sample

15. Sample

16. Sample

17. Sample


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Content SAMPLE

18. Sample

19. Sample

20. Sample

21. Sample

22. Sample

23. Sample

24. Sample

25. Sample

26. Sample

27. Sample

28. Sample29. Sample

30. Sample

Customer service SAMPLE31. Sample

32. Sample

Moderation SAMPLE

33. Sample

34. Sample

35. Sample

36. Sample

Putting yourself on the map SAMPLE

37. Sample

38. Sample

39. Sample

40. Sample

41. Sample

42. Sample

43. Sample

44. Sample


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Experimentation and optimisation SAMPLE

45. Sample

46. Sample

47. Sample

48. Sample

49. Sample

50. Sample


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Facebook Pages for Business Best Practice Guide page 19



9. Resources and further reading

9.1. Econsultancy reportsSocial media statistics

Global:http://econsultancy.com/reports/global-social-media-statistics

UK:http://econsultancy.com/reports/uk-social-media-statistics

USA:http://econsultancy.com/reports/north-america-social-media-statistics

State of Social Report 2011

http://econsultancy.com/reports/state-of-social

Quarterly Digital Intelligence Briefing: Social Datahttp://econsultancy.com/reports/third-quarterly-digital-intelligence-briefing

Social Media Management Systems Buyers Guide

http://econsultancy.com/reports/social-media-management-systems-buyers-guide

Value of Social Media Report

http://econsultancy.com/reports/value-of-social-media-report

Social Media and Online Brand Monitoring Trends Briefing

http://econsultancy.com/reports/social-media-and-online-brand-monitoring-trends-briefing

Social Media & Online PR Business Case

http://econsultancy.com/reports/social-media-online-pr-business-case

Facebook Innovation Briefing

http://econsultancy.com/reports/econsultancy-facebook-innovation-briefing


http://econsultancy.com/reports/global-social-media-statisticshttp://econsultancy.com/reports/global-social-media-statisticshttp://econsultancy.com/reports/global-social-media-statisticshttp://econsultancy.com/reports/uk-social-media-statisticshttp://econsultancy.com/reports/uk-social-media-statisticshttp://econsultancy.com/reports/uk-social-media-statisticshttp://econsultancy.com/reports/north-america-social-media-statisticshttp://econsultancy.com/reports/north-america-social-media-statisticshttp://econsultancy.com/reports/north-america-social-media-statisticshttp://econsultancy.com/reports/state-of-socialhttp://econsultancy.com/reports/state-of-socialhttp://econsultancy.com/reports/third-quarterly-digital-intelligence-briefinghttp://econsultancy.com/reports/third-quarterly-digital-intelligence-briefinghttp://econsultancy.com/reports/social-media-management-systems-buyers-guidehttp://econsultancy.com/reports/social-media-management-systems-buyers-guidehttp://econsultancy.com/reports/value-of-social-media-reporthttp://econsultancy.com/reports/value-of-social-media-reporthttp://econsultancy.com/reports/social-media-and-online-brand-monitoring-trends-briefinghttp://econsultancy.com/reports/social-media-and-online-brand-monitoring-trends-briefinghttp://econsultancy.com/reports/social-media-online-pr-business-casehttp://econsultancy.com/reports/social-media-online-pr-business-casehttp://econsultancy.com/reports/econsultancy-facebook-innovation-briefinghttp://econsultancy.com/reports/econsultancy-facebook-innovation-briefinghttp://econsultancy.com/reports/facebook-pages-for-business-best-practice-guidehttp://econsultancy.com/reports/facebook-pages-for-business-best-practice-guidehttp://econsultancy.com/reports/facebook-pages-for-business-best-practice-guidehttp://econsultancy.com/reports/econsultancy-facebook-innovation-briefinghttp://econsultancy.com/reports/social-media-online-pr-business-casehttp://econsultancy.com/reports/social-media-and-online-brand-monitoring-trends-briefinghttp://econsultancy.com/reports/value-of-social-media-reporthttp://econsultancy.com/reports/social-media-management-systems-buyers-guidehttp://econsultancy.com/reports/third-quarterly-digital-intelligence-briefinghttp://econsultancy.com/reports/state-of-socialhttp://econsultancy.com/reports/north-america-social-media-statisticshttp://econsultancy.com/reports/uk-social-media-statisticshttp://econsultancy.com/reports/global-social-media-statistics


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Facebook Pages for Business Best Practice Guide page 20

9.2. Econsultancy articles101 examples of f-commerce

The ultimate guide to the Facebook Edgerank algorithm

SEO tips for Facebook pages

Which Facebook marketing metrics matter the most?

10 excellent examples of Facebook Brand Timelines

Facebook's six tips for Timeline transition

Five tips for using Facebook for customer service

Why do people follow brands on Facebook?

9.3. Econsultancy trainingFacebook for brands

A complimentary course to this guide.

You'll be shown the practical elements to creating your Facebook Timeline and be equiped with

the confidence to build your brands community, engineer campaigns and broaden your social

media strategy.


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