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Publicado: 18 de mayo de 2011
Facebook Page Marketing
2011
This ebook is based on a transcript from the webinar, Facebook Page Marketing with Q&A, provided by HubSpot and Social Fresh. The conversation below is structured in a questions-and-answers format between our panelists, Jason Keath, founder of Social Fresh, Justin Kistner, Senior Manager of Social Media Marketing for Webtrends, Ellie Mirman, Inbound MarketingManager at HubSpot and Justin Levy, Senior Social Communications Manager at Citrix Online.
Facebook Page Marketing with Jason Keath, Ellie Mirman, Justin Kistner and Justin Levy
Page 2 of 34
Table of Content
Most Frequent Facebook Mistakes…………..……....page 3 Facebook Pages & Ownership…..………….….…….page 5 Is My Audience on Facebook?..................................page 6 How Frequently ShouldYou Post?...........................page 8 Custom Tabs………………………………...…...…….page 10 How to Grow Your Fanbase…………….……….....…page 14 Personality on Facebook……………………......…….page 16 Significant Changes on Facebook……………......….page 18 How to Find Customers on Facebook…………........page 21 Geotargeting & Location on Facebook…………..….page 22 How to Leverage Contests on Facebook……...…….page 26 Who Is DoingIt Right on Facebook………………..…page 29
www.HubSpot.com
Page 2 of 34
Facebook Page Marketing with Jason Keath, Ellie Mirman, Justin Kistner and Justin Levy
Page 3 of 34
What Are the Most Common Mistakes Businesses Make on Facebook?
Ellie Mirman: I recently wrote an article about these mistakes, and people started having kind of violent reactions and disagreeing with me.
ProfileInstead of a Page
So some of the common mistakes that really start seeing a lot of businesses making, the first is creating a profile instead of a page. Pages weren’t out when Facebook first started launching, and I think a lot of businesses decided that profiles were the way to interact on Facebook, but that’s really just not the case. Facebook is doing more and more to add more functionality,specifically for businesses, and all of that functionality is focused on the page. There are a lot of differences between profiles and pages, which makes pages absolutely 100-percent the only way for businesses to get a lot of value out of Facebook.
www.HubSpot.com
Page 3 of 34
Facebook Page Marketing with Jason Keath, Ellie Mirman, Justin Kistner and Justin Levy
Page 4 of 34
What’sfunny is a lot of businesses are still making this mistake and still setting up profiles and wondering why they’re not getting the same visibility or the same functionality and things like that, the same analytics, for example. So that’s definitely one of those pieces – one of the most common mistakes.
Engagement
The other big thing is around engagement or not allowing engagement. Anyone who’sshutting off comments, turning off their wall, or not even posting their own content to Facebook is missing out on the whole point of Facebook because it’s all about engaging with people there, having the Facebook community starting to engage with you and have their interactions spread out to their network, kind of picking up on that snowball effect that can happen on Facebook to really spreadyour message more virally.
www.HubSpot.com
Page 4 of 34
Facebook Page Marketing with Jason Keath, Ellie Mirman, Justin Kistner and Justin Levy
Page 5 of 34
How Do You Create the Page As Far As Ownership? Who Owns the Page?
Justin Levy: When Facebook first launched Pages – STM pages and then rebranded as just Facebook Pages –a question that we usually had to deal with when I workedwith our clients at New Marketing Labs and even now at Citrix Online is who actually owns the page, because someone, an individual personal profile, had to be the owner. Often times what will happen in a business is the business owner or marketing team will say, ―Yes, let’s go create a page.‖ Someone will volunteer, either the social media specialists or the marketing person for the company, and...
2011
This ebook is based on a transcript from the webinar, Facebook Page Marketing with Q&A, provided by HubSpot and Social Fresh. The conversation below is structured in a questions-and-answers format between our panelists, Jason Keath, founder of Social Fresh, Justin Kistner, Senior Manager of Social Media Marketing for Webtrends, Ellie Mirman, Inbound MarketingManager at HubSpot and Justin Levy, Senior Social Communications Manager at Citrix Online.
Facebook Page Marketing with Jason Keath, Ellie Mirman, Justin Kistner and Justin Levy
Page 2 of 34
Table of Content
Most Frequent Facebook Mistakes…………..……....page 3 Facebook Pages & Ownership…..………….….…….page 5 Is My Audience on Facebook?..................................page 6 How Frequently ShouldYou Post?...........................page 8 Custom Tabs………………………………...…...…….page 10 How to Grow Your Fanbase…………….……….....…page 14 Personality on Facebook……………………......…….page 16 Significant Changes on Facebook……………......….page 18 How to Find Customers on Facebook…………........page 21 Geotargeting & Location on Facebook…………..….page 22 How to Leverage Contests on Facebook……...…….page 26 Who Is DoingIt Right on Facebook………………..…page 29
www.HubSpot.com
Page 2 of 34
Facebook Page Marketing with Jason Keath, Ellie Mirman, Justin Kistner and Justin Levy
Page 3 of 34
What Are the Most Common Mistakes Businesses Make on Facebook?
Ellie Mirman: I recently wrote an article about these mistakes, and people started having kind of violent reactions and disagreeing with me.
ProfileInstead of a Page
So some of the common mistakes that really start seeing a lot of businesses making, the first is creating a profile instead of a page. Pages weren’t out when Facebook first started launching, and I think a lot of businesses decided that profiles were the way to interact on Facebook, but that’s really just not the case. Facebook is doing more and more to add more functionality,specifically for businesses, and all of that functionality is focused on the page. There are a lot of differences between profiles and pages, which makes pages absolutely 100-percent the only way for businesses to get a lot of value out of Facebook.
www.HubSpot.com
Page 3 of 34
Facebook Page Marketing with Jason Keath, Ellie Mirman, Justin Kistner and Justin Levy
Page 4 of 34
What’sfunny is a lot of businesses are still making this mistake and still setting up profiles and wondering why they’re not getting the same visibility or the same functionality and things like that, the same analytics, for example. So that’s definitely one of those pieces – one of the most common mistakes.
Engagement
The other big thing is around engagement or not allowing engagement. Anyone who’sshutting off comments, turning off their wall, or not even posting their own content to Facebook is missing out on the whole point of Facebook because it’s all about engaging with people there, having the Facebook community starting to engage with you and have their interactions spread out to their network, kind of picking up on that snowball effect that can happen on Facebook to really spreadyour message more virally.
www.HubSpot.com
Page 4 of 34
Facebook Page Marketing with Jason Keath, Ellie Mirman, Justin Kistner and Justin Levy
Page 5 of 34
How Do You Create the Page As Far As Ownership? Who Owns the Page?
Justin Levy: When Facebook first launched Pages – STM pages and then rebranded as just Facebook Pages –a question that we usually had to deal with when I workedwith our clients at New Marketing Labs and even now at Citrix Online is who actually owns the page, because someone, an individual personal profile, had to be the owner. Often times what will happen in a business is the business owner or marketing team will say, ―Yes, let’s go create a page.‖ Someone will volunteer, either the social media specialists or the marketing person for the company, and...
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