So today is day 3 of our discussion of switching to a Facebook Page because of the changes to Facebook Groups. Now a couple questions have come up this week that I want to address first.
- We’re talking about Facebook Pages that are customer-facing when we discuss creating Pages. Groups should still be used for Teams. This is a place to have more private conversations, do recognition, share training, etc. Just let your team members know that they’ll be added to your Group when they join your team. Then they’ll be emailed automatically when things happen in the Group, so they can stay up to date. Facebook Pages are public, and not the place to have team discussions.
- You cannot simply convert your Group into a Page. You’re going to have to start over. Stinks, I know. In fact, I’ve just started this process with my own Group. I messaged all members, and invited them to come over to my new Page. I’m also going to post a message about the new Page on my Group’s wall.
So today I want to talk about the anatomy of a Facebook Page. Let’s talk about what a Facebook Page contains, and how to interact with them. Here’s a view of my new Facebook Page.
In a lot of ways this looks like a Profile. There’s a main photo, tabs along the top of the wall, a place to write status updates, etc. So what makes this different from a Profile? Well first of all, it’s fully indexed by Google. That means that the search engines can find your Page. Second, you can get analytics (called Insights) about how people interact with your Page. This can help you improve the value of the posts you share. Third, there is a lot of customization that you can do with a Facebook Page. You’ll note that I’ve added a tab with my blog, a tab where you can sign up for my newsletter, and a Poll to the screen you see above.
I want to caution you here, though. It can be SO EXCITING to add bells and whistles to your Facebook Page. You feel like you need to add everything under the sun to make it MOST effective for your business (and there are plenty of social media “experts” who will tell you to do just that, without considering the skill level and time needed to make it work…repeat after me…your job is to book, sell, recruit, not have the world’s best Facebook Page.)
The thing is, what is most important, still, is building relationships. Your Profile and your Page work in concert in order to do this most effectively. With a Page, I can’t message individual people. I have to do that through my Profile. I also can’t see what’s going on with people through my Page. I have to go and view their Profiles once we’ve become friends (again, through my Profile.)
So Pages are an “outward” face. You can see what people choose to share or ask there. But it doesn’t provide you with the high level of insight and interaction that a Profile does. I still highly recommend that you friend as many customers and prospects as you can through your Profile. Sure, invite them to check out your Page too. But most relationship-building happens through a Profile. The Page is just the place for more specific business messages (as well as value-driven content.)
When you first visit a Page, you have the opportunity to “Like” that page. You do that by clicking the “Like” button near the top. Then, you’ll see the updates from that Page in your news feed (Facebook home page), just like you would updates from your friends. To return to the Page, you can simply type the name of the Page in the search bar along the top (if you type Jennifer Fong in the search bar, you should come up with my Page, Profile, and Group…this is why I tell you to include your full name in your Page name…people are going to search for YOU, not the cute name you come up with.)
There are several folks who have produced good step-by-step guides for setting up a Facebook Page. Tomorrow, I’ll share some of these links with you, and give you some specific recommendations for what to include on your Page as a direct seller. The biggest thing to keep in mind is BALANCE. Yes, make it a great place to visit, but don’t add so many bells and whistles that there’s no way you can keep up with it.
We’ll talk about it more this week.
Would love to hear your comments on Pages below. And I do hope you’ll come over and join me on my new Facebook Page. Feel free to post your burning direct sales and social media questions there too! That’s what my Page is for.