Creating an Effective Facebook Page: Part Two – Content

Once you have created a strategy and mapped out what you want to do with your Facebook page, you may find that the next step has, in part, taken care of itself. Take a look at the map you’ve just created. What are your intentions with your Facebook page? Is there anything on that list that you think you can turn into an article? Is there a topic there that you think you could use to find an article that already exists that you could link on your Facebook wall?

There are a few things to remember before you start posting content to your Facebook page. First, remember that you are creating the page for your business. As such, you should take a business-like attitude toward it. This does not mean you cannot have fun with it, but you need to remember that anything you post on the Facebook page will be associated with your business.

Second, remember which social media outlet you have chosen. For the purposes of this series, we are focusing on Facebook. Facebook lends itself most effectively toward images. Do you have photos that you can post along with text? Do you have any video? If you do have a large amount of text, do you have an image that can be posted along with the article? Visual cues are important on Facebook and the more compelling the image the more likely people will want to visit and view the associated content.

The third thing to remember is to relax. The things that you post on your Facebook page do not have to be your masterpiece or your magnum opus. They just have to be interesting to those who would find your particular business interesting. Whatever it is you do, you know what your potential customers are looking for. You know what kind of questions your customers will ask. You get those questions on a daily basis. What question is the most common? What questions do you get asked all the time and you have to provide the same answers again and again? You can make those topics of discussion.

The most important thing is to consistently put new content up. It can be a new article, it can be photos or a video, or it can be a link to an article, photo or video you find online that you think might be of interest to one of your fans. The important point is to not let your Facebook page sit there. Having a page that you never use is the same thing as building an office and then letting it sit empty and, eventually, run down. Remember to take time to post good content before you even solicit “likes” from your employees. Give people compelling content to read before you even publicize your page.

Once you do post content and start developing a base of fans, you need to keep finding new and interesting things to post. Do you have someone at the company who writes well? How about a person with an outgoing personality who would like to answer questions from the public? One of the easiest ways to engage fans of your page is to provide a time and date for someone at the company to sit down and answer questions posted on the wall from fans.

When you are starting your page, you don’t have to do anything fancy. You may hear other people talking about creating Facebook Landing Pages. Those are, essentially, specially designed home pages created specifically for Facebook that a new visitor lands on when they visit your page. However, creating them can involve much more code-creation and adjustment than you might be willing to get involved in right at the beginning.

If you have taken the time to plot out your course and your use for the Facebook page, this part should not be nearly as intimidating as it might seem. And, if you just cannot come up with consistent content, make sure you are ready to reach outside the company to find someone who can help.

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