Facebook Business Pages a Must

If you’re ready to use your Facebook business page as a strategic communication channel, then, yes. Why?

• Pages offer an online presence for people to discover and learn about your business.
• They work across desktop, mobile and tablets without requiring any extra configuration.
• They also offer tools to create videos, photos and events.
• They can be used as an effective customer service and reputation management channel.
• According to Facebook, most online advertising reaches only 38% of its intended audience. Facebook says its average is about 89%.
• Facebook’s “Promote the Page” and “Boost the Post” options allow for audience targeting and insights along with detailed reports of campaign success, giving companies the chance to learn more about their audiences and adjust strategy and tactics accordingly.
• Facebook’s advertising can serve as a great tool to build and engage target audiences and build your email database. (#Smart.)
• LAST BUT NOT LEAST, today Facebook announced it will be adding page call-to-action buttons. The call-to-action button can link to any destination (on or off Facebook) that aligns with a business’s goals. Page admins can select from a group of call-to-action buttons — like Shop Now or Sign Up — to add to the top of their Page. The seven calls to action available are: Book Now, Contact Us, Use App, Play Game, Shop Now, Sign Up or Watch Video.

What Do We Do Now?

If you want people – the RIGHT people – to see your page posts (those that will be most likely to be receptive, responsive and engaged as a fan base) be ready to:

• Invest in your business page regularly as part of your overall advertising and communication strategy. (Otherwise, only 2-8 percent of your fans are going to see it).
• Create strategies to develop relevant content that is of interest to your page followers, and is also related to the communication, marketing and sales goals of the company.
• Hire a professional or train someone to become one. Whether you hire someone in house or outsource this important function, you’ll need someone on your team who possesses the skill set, the intellect, the time and energy to remain informed, behave strategically, actively listen and regularly respond to this changing landscape while serving as a trusted voice for your company and your brand.
• Use calls-to-action strategically and purposefully in an engaging way that supports your goals and objectives.