Creating a Facebook Fan Page For Your Business | How-to Guides for running your business from Business.com

Last year social networking site Facebook saw an 89% increase in unique visitors to the site, and has seen a demographic shift away from college students and towards post grads. Warrillow touts Facebook as a platform on which small business owners are promoting their businesses and learning about their customers. Facebook now allows you to create a fan page for yourself, your entity, or your business which lets you:

1) Communicate with your customers and let them show support by becoming fans
2) Get insights into what your customers want
3) Allow your customers to spread your message throughout their social graph

Here's how to create your own Facebook fan page:

Action Steps
The best contacts and resources to help you get it done

First check out other fan pages to get a feel for them

Make sure you've become a member of Facebook. Then try a search for a fan page. For example, do a search on "apple" and click on "Pages" when you get the search results. Click on "Apple Inc." to view the Apple fan page. Examine how the page is structured. Repeat for businesses of your choice to see if they have a fan page on Facebook.

I recommend: Some popular or notable fan pages are Apple, The New Yorker, Marmite, Blue Olive Photography, Beaver Falls Coffee & Tea Company, and Absolut Vodka. Check out Facebook's gallery of pages which exemplify best practices for their business category.

Create a Facebook fan page for your own business

Facebook pages allow your customers to become deeply connected with your business or brand. Customers can express their support by adding themselves as a fan, writing on your Wall, uploading photos, and joining discussions with other fans.

I recommend: Before starting, read how to create a business presence through a Facebook page and Facebook's guide to creating a page. Then create your own fan page, When you create a new Facebook fan page for a business, you select either the "Local Business" or "Brand or Product" option (unless you are an artist, band, or public figure). If you select "Local Business", choose your business type - cafe, store, bank, etc. Then click "Create Page".

Add company information to your page

To start, add basic information such as website, company overview, mission and products. Add your logo or another picture that represents your business. After adding info, make sure you publish your page.

I recommend: For advanced customization, you need to add special Facebook applications to your page. First go to the Facebook Pages fan page. To add modules with custom HTML and certain Facebook buttons such as "Share", click on the Static FBML (Facebook Markup Language) application. Click on the "Add to Page" button to add this as a module to your page. Once the FBML module is on your page, click to edit. If you know some HTML and bone up on FBML, you will have fun here!

You can add other page applications such as Flash Player, Music Player, Simply RSS, and Reviews, which allows your fans to leave honest opinions about your business.

Welcome and please your fans and they'll tell their friends

Now that you have your fan page up, how do you actually get fans? Ah, now this is a delicate art of not annoying your potential fans and providing value. First see if some of your existing customers are on Facebook, and become Facebook friends with them if you haven't already. Then you can invite them to become fans. Also let all of your customers know about your fan page through existing media campaigns, and encourage them to show their support by joining Facebook and becoming fans. Once you have some fans, it's easier to get more as news of your page spreads virally.

I recommend: Keep your fans happy by offering them useful and relevant info, a place where they can connect with other fans, applications they can use, and special updates just for them. Facebook recommends messaging fans no more than twice per month. Remember, the more users interact with your page, the more News Feed stories for users' friends are created, magnifying awareness of your page.

Facebook also offers sponsored Social Ads which show up in News Feeds, but be careful about using them - in the social media world, instead of tooting your own horn, it's usually better if your fans promote you.

Promote Your Page Off Facebook

Promoting your page externally helps spread the word to new customers and fans.

I recommend: Facebook provides guidelines on promoting your page outside of Facebook. They also provide a Facebook Page Badge graphic that you can download for use on your own site that says "Find Us on Facebook." Hyperlink your badge to your own page's URL.

Track and analyze your page activity

Once you've created a page, a "Page Manager" link appears in your left navigation. Click on that for access to the admin and stats areas of your page. You can see recent page activity, how many fans you have, and more.

I recommend: Visit the Work.com fan page as an example - and let us know your thoughts on it in the comments below, or directly on the fan page! Thank you!

Tips & Tactics
Helpful advice for making the most of this Guide

Facebook is not the right place for all businesses. Spend some time on Facebook first determining the potential for your customer base before you choose to expand your presence there.

The official source of Creating a Facebook Fan Page For Your Business is
the Facebook Community page at Business.com

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