[MUSIC PLAYING]
Hi, there.
I'm AJ from HubSpot.
And today, I'm going to be showing you how to set up
a business account on Facebook.
Before we begin, don't forget to like this video
and subscribe to our YouTube channel
for more videos about business and marketing.
Now let's begin with an important tip
and clarification.
Remember to make a Facebook for Business
page for your company, and not a personal profile.
Confusing the two could put you at a huge disadvantage,
and you'd be missing out on all the content
creation tools, paid promotional opportunities,
and analytics and insights that come with a Facebook Business
page.
Plus, having a personal profile would
require people to send you a friend request in order
to engage with you.
And the last thing you want to do
is make it more difficult to engage with customers.
And while you're at it, don't create
an additional public professional profile
associated with your business.
Like for instance, AJ from HubSpot.
While people usually do that to connect
with professional contacts on Facebook
without letting them see personal photos or other posts,
creating more than one personal account actually
goes against Facebook's terms of service.
Now let's talk about setting up your page.
To set up a Business page, go to facebook.com/business
and follow the steps to set up your page.
Once it's set up, you'll want to choose
who has access to edit and control your page.
We've all heard those horror stories
about folks who accidentally published
personal content to their employer's social media
channels.
To avoid publishing mishaps, assign Facebook Business page
roles only to the employees who absolutely need them.
And before you do that, be sure to provide training
to those who are new to social media management,
so they aren't confused about things
like when they should be hitting publish
or who they should be posting as.
To assign these roles, on your Business page, click settings,
then click page roles.
Also, when sharing content on behalf of your brand, make sure
you're posting it as your brand and not as yourself.
You can check that by going into your settings and clicking,
post attribution.
Once you've decided who will have
access to running your page, add a recognizable profile picture.
Pick an image that's easy for your audience to recognize.
Anything from a company logo for a brand
to a headshot of yourself, if you're
a freelancer or a consultant.
Being recognizable is important to getting found and liked,
especially in Facebook search.
It's what shows up in search results,
gets pictured at the top of your Facebook page,
and as a thumbnail image that gets
displayed next to your posts in people's feeds.
So choose wisely.
When choosing a photo, keep in mind
that Facebook frequently changes its picture dimensions,
which you can find at any given time in their help
documentation.
As of April 2019, page profile pictures
display at 170 by 170 pixels on desktop,
and 128 by 128 on smartphones.
Next, you'll need to pick an attractive cover photo.
Since your cover photo takes up the most real estate
above the fold on your Facebook page,
make sure you choose one that's high quality and engaging
to your visitors, like this one, from MYOB's Facebook page.
Keep in mind that like profile images,
Facebook cover photo dimensions also frequently change.
So we advise keeping an eye on the official guidelines.
As of the shooting of this video,
page cover photos display at 820 by 312 pixels on computers,
and 640 by 360 on smartphones.
Now it's time to add a call to action or a CTA button.
Since Facebook first launched this feature
in December of 2014, the options for brands
to add call to action buttons to their Facebook pages
have vastly expanded.
These are phrases like, watch video, sign up, or book now.
And each can be customized with the destination URL or piece
of content of your choosing.
It's a great way for marketers to drive more traffic
to their website and get more eyeballs to the content
that they want to promote.
Check out how Mandarin Oriental uses the book
now button to make it easier for viewers to make reservations.
Next, we've arrived at one of the most important sections
of your Facebook page, the About section.
Visitors don't see a preview of your About text
when they land on your page.
Instead, they have to click on the About
option on the left-hand column next to your content.
That said, it's still one of the first places
that they will look when trying to get more
information about your page.
However, even within the About section,
there are many options for copy to add.
Consider optimizing this section that best
aligns with your brand.
A general description, a mission, company information,
or your story, with brief, yet descriptive copy.
By doing so, your audience can get
a sense of what your page represents
before they decide to like it.
You might also want to populate sections
that allow you to record milestones and awards.
Like when you launched a new product or service.
As well as the day or year your company was founded
or when you hosted major events.
Now let's talk about posting photos and videos
to your timeline.
Visual content is 40 times more likely to get
shared on social media than other types of content.
And it's pretty much become a requirement
of any online presence.
While photos are a great way to capture brand moments,
you should also invest a good amount of time and resources
into video.
Watch Video is one of the CTAs that Facebook
allows brands to add to their pages for a good reason.
It's becoming one the most popular ways
to consume content.
But it's not just for prerecorded videos.
According to the social media channel's newsroom,
people spend more than three times more time
watching a Facebook live video on average
compared to a video that's no longer live.
So don't be afraid to give viewers an in the moment look
at what your organization does.
Another important consideration in your Facebook content
strategy should be how frequently you post and when.
If you don't post frequently enough,
you won't look as reliable or authentic.
After all, how much faith you put
in a brand that hasn't updated its Facebook
page for several months?
Post too often, however, and people
might get sick of having their feeds flooded
with your content.
Here's where a social media editorial calendar
can be particularly helpful.
This can help you establish a schedule
for when you share posts according to season
or general popularity.
You'll probably have to adjust your calendar several times
after checking the performance of your updates
in your Facebook Insights to see what content
posted when performs best.
You can access page insights when
you navigate to the tab at the very top of your page.
Now let's talk about scheduling future posts for your Facebook
Business page.
You can either use an external publishing tool,
like the Social Inbox within HubSpot software,
or the Facebook interface itself.
For the latter, click the Schedule button
next to the share now button where you're creating a post.
Facebook allows you to target certain audiences
with specific updates, be it age, location, language
or interests.
And you can segment individual page posts
by these criteria with Facebook's targeting tools.
And don't forget to pin important posts
the top of your page, so visitors see those updates
first.
Because when you post new content to your Facebook page,
older posts get pushed farther down your timeline.
Sometimes you might want a specific post
to stay at the top of your page for longer, even
after you publish new updates.
To solve for this, Facebook offers the ability
to pin one post at a time to the top of your page.
You can use this pin post as a way
to promote things like a new lead generating
offer, upcoming events, or important product
announcements.
To pin a post, click on the top right
corner of a post on your page and click, pin to top of page.
It will then appear at the top of your page flagged
with a little bookmark.
Just keep in mind that you can only
have one pinned post at any given time on your Facebook
page.
Once you start picking up followers,
monitor and respond to comments on your Facebook page.
While it may not be necessary to respond
to every single comment you receive,
you should definitely monitor the conversations
happening there, especially to stay
on top of a potential social media crisis.
Finally, don't forget to measure the success of your Facebook's
efforts.
There are a couple of ways to execute this step.
You can use something like the Social Media Reports
tool in your HubSpot software.
And you can also dig into your pages' insights, which
allow you to see and track Facebook-specific engagement
metrics.
Here, you'll be able to analyze things
like the demographics of your homepage audience.
And if you reach a certain threshold,
the demographics of people engaging with your page
in your posts.
As I mentioned earlier, the latter is especially helpful
to modify your Facebook content strategy to publish more
of what works, and less of what doesn't.
You can access your Facebook page insights via the tab
at the top of your page.
Looking for even more help with your Facebook Business
strategy?
Click the link in the description to learn more.
Thanks again for watching.
And if you enjoyed this video, be sure to like it
and subscribe to our channel.
And comment below with your tips for making a great Facebook
Business page.