Facebook is one of the best platforms for engagement in today’s social media landscape. You may be familiar with its advantages on a personal level but what about for your business? Facebook can be used by individuals not only to highlight their personal life but a business or you can create a separate fan page to showcase a business. Either way, there are do’s and don’ts to using Facebook. Here are three suggestions for a Facebook page when using either the personal or fan page version.
Choose your image wisely
- Do: Use a logo for your profile image and a business or industry related image for the cover photo. For example, if you run a media company, use your logo as the profile image and choose a media related image like a microphone, TV or newspaper as the cover image.
- Do: Use an image that is casual but not too personal. Look for an image where you are well groomed, positive and shows the best reflection of who you are. This means no images where you are partying, behaving badly or oddly, or in general displaying immature or questionable behavior. Think along the same lines for a cover image.
To share or not to share
- Do: Share items that not only promote your business but links that may be useful in general. Don’t use your fan page as an extended commercial but mix in relevant or entertaining links that show a connection to your industry or business. For example, if your fan page promotes your restaurant, share images of the daily menu specials but also share links about the latest cooking techniques or big culinary events like Food & Wine Classic in Aspen.
- Don’t: Overshare. Not everyone wants to know your thoughts on controversial topics. Posting political or religious links or links that are controversial may be reflective of your personal feelings but not necessarily in line with a potential client. If you also want your personal page to do double duty as a go-to for professional inquiries, be especially cognizant of commenting, posting or sharing topics that are sensitive. Also be aware of sharing negative comments about competitors, current business relationships or anyone in general. Facebook is not the place to vent your frustrations. It looks unprofessional and it may give a potential client the impression they could be in for the same critiquing if they don’t mind their Ps and Qs.
Replying to comments
- Don’t: Ignore comments posted to your page. Be prepared to respond to positive and negative comments. Acknowledging a positive post with a ‘thank you’ is usually enough to keep a fan engaged. You also want to acknowledge a negative a comment with a direct message. The good and the bad comments can help you create a better experience overall with your company or brand. Deleting a comment just because it is negative is NOT the rule of thumb. However, if the comment uses derogatory or offensive language (i.e. racist language, violent rants, or curse words), you may have a case for deleting the comment.
- Do: Be prepared to see negative comments even from your friends on certain topics. You may not have control over what your friends or relatives may post and what professional contacts might see. When responding to friends and family, try not to use veiled or “inside joke” comments that no one else will understand or may take as an indirect remark about them.
Facebook is a great tool for business. Use it to your advantage but keep these do’s and don’ts in mind to maximize its full potential.