5 Tips For Getting More from Facebook

Duct Tape Marketing on FacebookIn continuing with my series of quick social media tips (check out 5 tips for LinkedIn) I’m covering some tips for business use of Facebook here. I’ve actually written about some of these tips in great detail before, but this can act as a quick primer for folks who like their info snack sized like this.

1. Fan page – Facebook had personal profiles and groups from the start, but a few months ago they added to the function called fan pages and made them more business friendly. Any business on Facebook should create a fan page for their business and start optimizing additional content there. The cool thing about fan pages is that it’s now a lot like having another web site. You can add applications, newsletter sign-up pages and events and promote them to your friends on Facebook. When someone becomes a fan of your page, your updates on the page show up on their wall giving additional exposure. I wrote a pretty comprehensive post on the subject of Facebook Fan Pages here. Also, check out the Duct Tape Marketing Fan Page – http://www.facebook.com/ducttapemarketing – note the brand optimized URL – that’s pretty new and something you should take advantage of.

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2. Custom HTML – this one’s a little more technical but when you create a fan page you will see that your page comes with tabs for various categories of content you create (each tab has it’s own URL so you can promote each section on your fan page around the web). Using the Facebook Mark-up Language (FBML) you can create custom boxes of HTML content, like newsletter sign-up pages, blog RSS feeds, and white paper downloads just like you might on your web site. FBML is a Facebook application you can get here. I’ve also done a quick little video showing you how to add FBML custom HTML here.

3. Special content – Give your Facebook fans a little something extra they might not find on your blog or web site. Upload images from your PowerPoint presentations, articles from the local publication you contribute to, or on the fly videos created using the Facebook video application. You’re bound to find some crossover from other social networks like twitter, so give the Facebook users something unique. I know some people caution about reposting twitter here, but I think it’s perfectly fine. I get lots of comments from people who just happen to like to use Facebook more than twitter and this way they still get updates.

4. Events, videos and apps – Use the heck out of all of the Facebook applications. (Here’s a post I did some time ago about some of the best Facebook business applications, many of which are now compatible with pages.) Promote events, upload or record video, hold contests and polls. All of this extra engagement is so easy to do using pre-built tools. And don’t forget to integrate your Facebook activity back to your web site and blog using a Facebook Fan Box – I wrote about the Facebook FanBox tool here.

5. Ads for awareness – I think that Facebook has built one of the better ad targeting tools going. You can target ads to Facebook members on all kinds of criteria and run pretty low cost campaigns. The trick though is to run campaigns that are compelling and promote your FaceBook Fan Page instead of trying to sell something. Promote your white paper, events, and educational content – create awareness about your great content and your will get the chance to earn the trust it takes to actually sell something to someone. Here’s where you go to find more info about Facebook Ads. And, I wrote about using Facebook ads to create awareness here.

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John Jantsch

John Jantsch is a marketing consultant, speaker and author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine and the founder of the Duct Tape Marketing Consultant Network.
  • Always following you with your good articles

  • Thanks :)

  • Great tips, the HTML box is very useful for a business to get their own content on their Facebook page :-)

    • John completely solved my problem where FBML was concerned. The static FBML app was the missing piece I’ve been looking for.

  • John, you have always brought great ideas to the table and to highlight some of the Facebook features is just one more on the list. I have experimented with some Facebook ads, and I admit I was impressed with how thorough the preferences are.

    Also thanks or the list of great apps for Facebook too.

  • Thanks :)

  • Thanks so much John this is extremely helpful!

  • websuccessdiva

    Great tips, the HTML box is very useful for a business to get their own content on their Facebook page :-)

    • pchaney

      John completely solved my problem where FBML was concerned. The static FBML app was the missing piece I've been looking for.

  • John, you have always brought great ideas to the table and to highlight some of the Facebook features is just one more on the list. I have experimented with some Facebook ads, and I admit I was impressed with how thorough the preferences are.

    Also thanks or the list of great apps for Facebook too.

  • John, I absolutely love the Facebook Page apps from Involver.com. They’re easy to install and work extremely well. Involver has a freemium model, though their pricing does change from time to time on the premium stuff. I use the apps on my book page at the premium level and find it both affordable and well worth the investment. (And, no, this is not a sponsored comment. I happen to really like their apps.)

    • Thanks Paul – always love to learn from someone out there doing it right!

    • deidrehughey

      I use the freemium model and find that it has a lot of functionalaity…nice to hear that the premium model may be worth looking into!

  • Thanks so much John this is extremely helpful!

  • Thank you John – great advice and proven strategies! Properly utilizing all of the available Facebook Fan tools can REALLY help take your brand’s popularity take off. My agency has been specializing in Facebook Marketing Solutions since it’s inception and I’d recommend all of these strategies. Need some examples of companies who are successfully using Facebook to promote their brand, check these companies out: Victoria’s Secret, Addidas and Red Bull.

    If you need a recommendation for an agency who can directly and efficiently implement all of the strategies above, contact these guys: http://www.hilinskyconsulting.com/ – these guys specialize in Facebook Strategy and FBML optimization.

    Cheers,

    Michael

  • Sharon

    Great article! – I already have a Facebook profile for my business – any suggestions about how to integrate a Facebook Fan Page?

  • pchaney

    John, I absolutely love the Facebook Page apps from Involver.com. They're easy to install and work extremely well. Involver has a freemium model, though their pricing does change from time to time on the premium stuff. I use the apps on my book page at the premium level and find it both affordable and well worth the investment. (And, no, this is not a sponsored comment. I happen to really like their apps.)

    • Thanks Paul – always love to learn from someone out there doing it right!

    • deidrehughey

      I use the freemium model and find that it has a lot of functionalaity…nice to hear that the premium model may be worth looking into!

  • Thank you John – great advice and proven strategies! Properly utilizing all of the available Facebook Fan tools can REALLY help take your brand's popularity take off. My agency has been specializing in Facebook Marketing Solutions since it's inception and I'd recommend all of these strategies. Need some examples of companies who are successfully using Facebook to promote their brand, check these companies out: Victoria's Secret, Addidas and Red Bull.

    If you need a recommendation for an agency who can directly and efficiently implement all of the strategies above, contact these guys: http://www.hilinskyconsulting.com/ – these guys specialize in Facebook Strategy and FBML optimization.

    Cheers,

    Michael

  • Sharon

    Great article! – I already have a Facebook profile for my business – any suggestions about how to integrate a Facebook Fan Page?

  • teickohuber

    I still spend much time wrestling with the practicality of social media for B2B.

    Additionally, when I see quick “social media” tips; it seems, this greatly diminishes the amount of effort required to leverage social media to generate leads.

    Having just stood 50 feet from Tiger Woods playing golf at Hazeltine, I think a golf analogy is appropriate. To hit a golf ball is easy, but hitting to achieve a desired outcome is drastically.

    Articles like this might be more useful if they didn’t focus on quick and elaborated on the amount of effort required to execute ones intentions. With most businesses not keeping up with their websites, should the marketing thought leaders be encouraging them to chase the next shiny penny?

    • quick is always relative – as you can see from the other comments, some people needed one piece of advice to figure out how to do something they were struggling with – some people needed to click over to the video and get more indepth help.

      I don’t think comparing what we do to Tiger Woods is very relevant, but I’ll go with it. Do you think if he was introduced to golf as some elaborate and difficult thing that would take years of effort to get good at, he would have started. I’m guessing most people come to golf as a game and then after enjoying it a bit, decide to dig deeper and figure out how to get better.

      Posts like this can intro to the game, but dig a little deeper and you’ll see there’s even plenty here for you to learn from.

      • teickohuber

        As consummate reader and student of business, I agree I always have much to learn.

        In regard to my analogy, it seems quite appropriate in as much I think many folks read “quick tips” which implies simplicity. While Tiger might not have started the game if he thought it was too hard; I’m certain he came to appreciate the challenge and his coaches never understated how daunting the challenge was.

        My comments simply stem from your blog being targeted at small business. While I learn much from the suggestions, I’m frustrated the small business community is not providing more substantive insights on this matter. Additionally, the many of folks have business models that are fairly heavily vested in Facebook.

        Once again, my point is I would love to see articles like this be shorter with more of a focus on execution, not just strategy.

        Last rant =)

        This is a small business blog and Michael Bobrowski named companies that are huge by most companies standards
        Red Bull:$3.3B
        Victorias Secret:$3.7B
        Adidas:$7.9B.
        Furthermore, they’ve all leveraged their brands to build a Facebook presence. I would love to see references of companies that have “built” brands using Facebook.

        At some point we need to move beyond introductions and start helping folks understand the meat and potatoes of what it takes to leverage social build businesses.

  • Your video on adding custom HTML to a facebook page was a life saver! Thanks John!

  • Great tips that any organization should consider! With your 5 tips and my 10 reasons why to use FB, businesses should understand the importance of using FB.
    http://jeffhurtblog.com/2009/08/09/10-reasons-why-you-should-consider-facebook-marketing-for-your-event-meeting-or-nonprofit/

  • teickohuber

    I still spend much time wrestling with the practicality of social media for B2B.

    Additionally, when I see quick “social media” tips; it seems, this greatly diminishes the amount of effort required to leverage social media to generate leads.

    Having just stood 50 feet from Tiger Woods playing golf at Hazeltine, I think a golf analogy is appropriate. To hit a golf ball is easy, but hitting to achieve a desired outcome is drastically.

    Articles like this might be more useful if they didn't focus on quick and elaborated on the amount of effort required to execute ones intentions. With most businesses not keeping up with their websites, should the marketing thought leaders be encouraging them to chase the next shiny penny?

    • quick is always relative – as you can see from the other comments, some people needed one piece of advice to figure out how to do something they were struggling with – some people needed to click over to the video and get more indepth help.

      I don't think comparing what we do to Tiger Woods is very relevant, but I'll go with it. Do you think if he was introduced to golf as some elaborate and difficult thing that would take years of effort to get good at, he would have started. I'm guessing most people come to golf as a game and then after enjoying it a bit, decide to dig deeper and figure out how to get better.

      Posts like this can intro to the game, but dig a little deeper and you'll see there's even plenty here for you to learn from.

      • teickohuber

        As consummate reader and student of business, I agree I always have much to learn.

        In regard to my analogy, it seems quite appropriate in as much I think many folks read “quick tips” which implies simplicity. While Tiger might not have started the game if he thought it was too hard; I'm certain he came to appreciate the challenge and his coaches never understated how daunting the challenge was.

        My comments simply stem from your blog being targeted at small business. While I learn much from the suggestions, I'm frustrated the small business community is not providing more substantive insights on this matter. Additionally, the many of folks have business models that are fairly heavily vested in Facebook.

        Once again, my point is I would love to see articles like this be shorter with more of a focus on execution, not just strategy.

        Last rant =)

        This is a small business blog and Michael Bobrowski named companies that are huge by most companies standards
        Red Bull:$3.3B
        Victorias Secret:$3.7B
        Adidas:$7.9B.
        Furthermore, they've all leveraged their brands to build a Facebook presence. I would love to see references of companies that have “built” brands using Facebook.

        At some point we need to move beyond introductions and start helping folks understand the meat and potatoes of what it takes to leverage social build businesses.

  • Elizabeth_H

    Your video on adding custom HTML to a facebook page was a life saver! Thanks John!

  • This is great! and just what I was looking for. Thank you for your expertise. What is the fb etiquette of adding a fan page when you have a group page? A thoughtful guest created one, but you are correct that fan pages are much more active and engaging and I would like to create one, but without *creating* an ‘oh gee, another request from The Bohemian’ from my friends. Do group pages transfer to fan pages. hmmm. Fondly, Bobbi

  • JeffHurt

    Great tips that any organization should consider! With your 5 tips and my 10 reasons why to use FB, businesses should understand the importance of using FB.
    http://jeffhurtblog.com/2009/08/09/10-reasons-w

  • This is great! and just what I was looking for. Thank you for your expertise. What is the fb etiquette of adding a fan page when you have a group page? A thoughtful guest created one, but you are correct that fan pages are much more active and engaging and I would like to create one, but without *creating* an 'oh gee, another request from The Bohemian' from my friends. Do group pages transfer to fan pages. hmmm. Fondly, Bobbi

  • prasannap

    Waaw, excellent info.

  • prasannap

    Waaw, excellent info.

  • georgescifo

    Cool Tips. Thanks for Sharing this..I was also looking for some tips to promote business via Facebook. I hope this would work… :)

  • georgescifo

    Cool Tips. Thanks for Sharing this..I was also looking for some tips to promote business via Facebook. I hope this would work…

  • Excellent Information, your resources keep getting better and better, You’re the bomb!

  • Adi

    Some great tips there, especially about FBML.

  • Excellent Information, your resources keep getting better and better, You're the bomb!

  • Some great tips there, especially about FBML.

  • bmohr37

    What A great Name For A site. Man I like It. Very original and practical.Duct tape for everything LOL

  • I just posted a fan page this weekend and launched a small ad targeted at getting more fans. The response really exceeded my expectations!! I was so impressed the the keyword setup – instead of products I aimed at interests. This give me a whole NEW group to market too that I would normally miss. By the time I entered all my keyword my targeted group was over 1 million!! I think FB is going to be my “Step-site”!! I can do SO SO much on it – discussions, photos, updates, coupons, contests, the sky’s the limit!! I can’t believe it is all free too – that is such a bonus! The down-side is that I now have to get enough fresh and interesting content to keep the fans once I have them!

  • What A great Name For A site. Man I like It. Very original and practical.Duct tape for everything LOL

  • I just posted a fan page this weekend and launched a small ad targeted at getting more fans. The response really exceeded my expectations!! I was so impressed the the keyword setup – instead of products I aimed at interests. This give me a whole NEW group to market too that I would normally miss. By the time I entered all my keyword my targeted group was over 1 million!! I think FB is going to be my “Step-site”!! I can do SO SO much on it – discussions, photos, updates, coupons, contests, the sky's the limit!! I can't believe it is all free too – that is such a bonus! The down-side is that I now have to get enough fresh and interesting content to keep the fans once I have them!

  • Some really great tips to help people leverage social media to get the word out.

  • Some really great tips to help people leverage social media to get the word out.

  • zealotx

    Great article. I really enjoyed it. Hoping to use some of your suggestions.

  • zealotx

    Great article. I really enjoyed it. Hoping to use some of your suggestions.

  • Thanks. Good points. I know that I have come across great content all because of interacting on Twitter. So it makes sense to share the content elsewhere, like Facebook because the audience may be different.

  • Thanks. Good points. I know that I have come across great content all because of interacting on Twitter. So it makes sense to share the content elsewhere, like Facebook because the audience may be different.

  • Thanks for the tips! I wonder if anyone has been successful in using these tips for BtoB or very professional products/services?

  • Thanks for the tips! I wonder if anyone has been successful in using these tips for BtoB or very professional products/services?

  • The fan page sounds interesting I shall have to try it

  • The fan page sounds interesting I shall have to try it

  • Great information and easy to follow.

  • suegreen

    Great information and easy to follow.

  • Great information and easy to follow.