facebook_for_business_ebook_hubspot.pdf

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How to Use
for Business
Become a Fan of HubSpot on Facebook:
Join the Pro Marketers Group on Facebook:
Grade Your Facebook Profile or Page:
Want to learn more about using Facebook for business?
Download the free kit to get more tips and tricks on using Facebook to market
your business and drive more inbound traffic and leads. ( http://bit.ly/FBKit )
and post your questions in the InboundMarketing.com forums
www.HubSpot.com
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Table of Contents
- Part 1: Introduction to Facebook
o Welcome
o What Is Facebook?
o Why You Should Care
o Business Goals for Using Facebook
- Part 2: Setting Up Your Facebook Profile
o Personal Accounts vs. Business Accounts
o A Tour of the Facebook User Homepage
o Step 1: Sign up for an account.
o Step 2: Edit your profile.
o Step 3: Join networks.
o Step 4: Connect with friends.
o Step 5: Share information.
o Step 6: Use applications.
o Privacy Settings
- Part 3: Using Facebook for Business
o How to Set Up a Page
o How to Promote a Business Page
o Facebook Groups vs. Pages
o How to Set Up a Group
o How to Advertise on Facebook
o Measuring and Analyzing
o Conclusion and Additional Resources
www.HubSpot.com
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Part 1: Introduction to Facebook
Welcome
At this point, you have heard of social media and inbound marketing. Maybe you experimented with
Twitter and checkedoutyourkids’Facebookprofiles,andyoucansee the value for college students
who want to make surethey’reallatthesamebaronSaturdaynight.But why does any of this matter to
you or your business?
Social media and inbound marketing are increasingly important assets for businesses to get found by
and engage with potential buyers on the web. Think about the way you find information about products
and services – are you watching TV ads? Going through your junk mail? Or are you going to a search
engine or a friend? People have gotten better and better at ignoring marketing messages with DVRs,
caller ID, and spam filters, and instead go to Google and social networks for answers to their questions.
The question for you is: will you be there to answer it.
Facebook is not an evil time-waster, a community just for college students, or something scary or
irrelevant for marketers – even you B2B folks. Facebook is a tool for connecting people with those
around them. And, as with any social media tool, marketers have an opportunity to use Facebook to
expand their online footprint and engage with customers directly.
But yes, it can be difficult to figure out what you can and should do. And yes, it can be quite a feat to
convince your CEO to let you incorporate Facebook or a larger social media strategy into your marketing
plan. But, armed with the right knowledge and metrics, it is possible.
So here we go. In an effort to get marketers up to speed on how to use Facebook for marketing, we’re
publishing this ebook that will walk you through (absolutely) everything you need to know about using
Facebook for marketing to drive real business results.
www.HubSpot.com
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What Is Facebook?
Facebook is a social utility for connecting people with those around them – friends, family, coworkers, or
simply others with similar interests. Facebook started in 2004 as a closed community for college
students (requiring users to sign up with a valid university email address) but has since expanded
beyond that to high schools, corporations, regional networks, or any user across the world. Facebook
allows users to connect and share information in a variety of ways.
Why You Should Care:
Active Facebook
Users (Millions)
At the time of this writing, Facebook has over 200 million
active users 1 and that number continues to grow steadily. It
is the third most trafficked website in the world (behind
Google and Yahoo) 2 and the most trafficked social media site
in the world 3 . As early as July 2007, Facebook started calling
itself one of the top people/social search engines on the
web, 4 though some disagree. 5
200
150
Thinkyourcustomersaren’tonFacebook?Therearetens of
thousands of regional, work-related, collegiate, and high
school networks. More than two thirds of Facebook users are
outside of college and the fastest growing demographic is
those 35 years and older. While Facebook started off as a
community for college students, it has expanded far beyond
that and you will be hard-pressed to find a demographic not
yet representedamongFacebook’s200 million users.
100
50
0
2005 2006 2007 2008 2009
Source: Facebook
Business Goals for Using Facebook:
Get found by people who are searching for your products or services
Connect and engage with current and potential customers
Create a community around your business
Promote other content you create, including webinars, blog articles, or other resources
This ebook will discuss how to use Facebook to achieve these business goals.
1
2
Compete.com
www.HubSpot.com
3
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Part 2: Setting Up Your Facebook Profile
This section is all about setting up your personal Facebook profile. To fully and authentically engage on
Facebook, you should create a personal account and start making connections and sharing information.
Personal Accounts vs. Business Accounts
On Facebook, Profiles are meant for people and Pages are meant for businesses. To fully engage and
leverageFacebook’sfeatures,youshouldcreateapersonalprofile.Ifyou’reworriedaboutprivacy,or
balancing business and personal contacts, we’llcoverthatinthenextsection.
What not to do with your personal profile: Do not create a personal profile for your business. Profiles
are for people, Pages are for businesses. Facebook is building significant new functionality for
businesses, and all of this functionality is only availabletoPages.We’lltalkaboutPagesmoreinalater
section.
What not to do:
Do not create a
personal profile
for your business.
Profiles are for
people, Pages are
for businesses.
There are a few key differences between Business Pages and Personal Profiles:
Pages allow you to designate multiple administrators, so that you can have multiple people help
manage the account, and if one of your administrators leaves the company, you can still have
control over the Page.
Pages are, by default, public and will start ranking in Facebook and public search results.
Pages are split into different categories (local businesses, brands, musicians) that help you get
listed in more relevant search results.
Personal profiles have friends, which require mutual acceptance, whereas anyone can become a
fan of your Page without first going through administrator approval.
Worried about privacy? Facebook is very flexible in letting you control your exposure on Facebook. A
later section will discuss how to customize your privacy settings to control who sees which parts of your
profile, so that you can safely engage on Facebook with both personal and business contacts.
www.HubSpot.com
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