// June 26th, 2009 // 1 Comment » // design, media, mobile, online, social media, technology
Lately, I’ve been talking to more and more small businesses that express that they aren’t getting out to enough people. They are starting to realize that more and more people are turning away from phonebooks or newspaper ads and to the internet for their business searches. Recently, I was at a local conservation commission meeting and they had expressed that they did not receive the crowd that they had wanted for a trail opening. My boyfriend asked, “Did you advertise?” They said they had posted it on various billboards, in newspapers, and in mailings. We both admitted that neither of us had seen a single ad that they had distributed. I added, “I probably would’ve noticed if I had seen it on the computer.” Slowly, more local businesses are realizing that people are turning to the internet for nearly every need: news updates, television shows, conversing, finding sales, etc. Having a website always sounds like a good idea, but some small businesses are hesitant. They think that they don’t have the funds, the time or knowledge to make updates, or doubt the importance of such a thing. But it is important. More than ever. I think, for those that are hesitant, a very good step that small businesses can take is to either set up a Facebook Fan Page, or pay a small amount to have one set up. Why? You ask. I’ll show you.
A Few Statistics For You To Consider
- There are more than 200 million active users, with 100 million of them logging on at least once a day. More than 66% of Facebook users are outside of college and the fastest growing demographic of users is those 35 years old and older.
- The average user has at least 120 friends. (This is especially useful when you consider the term, ‘viral marketing’. When a person becomes a fan, everyone of his/her friends sees that they are a fan. Each “John Doe became a fan of Suchandsuch” has a link, “Click to become a fan.”)
- More than 1 billion pieces of content (web links, news stories, blog posts, notes, photos, videos, etc.) are shared each week.
- Facebook is currently translated into over 50 languages with 40 more in development.
- Every month, more than 70% of Facebook users engage with Platform applications.
- More than 10,000 websites have implemented Facebook Connect sites since its general availability in December 2008.
- More than 30 million active users currently access Facebook through their mobile devices.
- There are more than 150 mobile operators in 50 countries working to deploy and promote Facebook mobile products.
- Internet users do not need a Facebook account to see Facebook Fan Pages.
(Stats from public Facebook Factsheet.)
What Can You Post? How Customizable is it?
Facebook Pages are almost entirely customizable. The only parts that you cannot change are items that you wouldn’t want to change because users are very used to seeing the standard elements (profile photos, “the wall”, different boxes, etc.). At the start you have the standard tabs: Wall, Info, Photos, Discussions. You also have Reviews and Events. Of all of the tabs and boxes, the only ones that must remain are Wall (where interactions take place) and Info (website, hours, phone, etc.). You can add as many as you’d like and customize anything as you’d like. For example, on my Facebook Fan Page I have the Wall, Info, Extended Info (services, payments, etc.), Photos, Hello! (welcome page) and Boxes (with blog info, Zazzle store, etc.).
More and more applications are being built that can simply be added to pages. For example, do you sell your crafts through Etsy? You can display items from your store right through an Etsy app. Do you sell shirts, mugs, or bumper stickers on Zazzle? Display them with the Merch Store app. Want to accept donations right on your Facebook Page? There are apps for that as well.
There are also apps (Extended Info and FBML) that allow users to insert HTML, Markdown, or Textile code to included photos, galleries, Flash, videos, etc.
Administrators and users (if allowed) can easily post photos, videos, and comments. Administrators can also send updates which go out to all of their fans.
Have an event coming up? A sale or customer appreciation barbeque? Simply create an Event with time, place, photos, description and allow users to RSVP right through Facebook. Users can also ask questions on the Event page and comment with suggestions. Any users that are sent the Event will receive a reminder of the Event several days before it happens and will continue to see it until the day of the Event.
Several Ways To Get The Word Out
- After June 28, 2009 small businesses will also be allowed to get a vanity URL. For those that don’t know what this is, it’s a custom link to their page, for example facebook.com/companyname.
- Don’t like the facebook.com in there? Make a subdomain with your own hosting and send people that way. List it on your business cards, newsletters, or newspaper advertisements. For example, I use facebookpage.mepriestley.com for my Facebook Fan Page.
- When you publish your FB Page you have the option to “Suggest to Friends.” They will automatically get a link to become a fan. Once they become a fan, all their friends will see that they are fans. If you have a group of people that are friends (say classmates of Oxbow Highschool) will see your company in their sidebar and it will say “5 of your friends became fans of YourCompany. Become a Fan.”
- Use other social media or internet means. Link your FB Page to your Twitter account. What about your LinkedIn account? No idea what I’m talking about? You could also send out an email newsletter and include the link.
- Finally, Facebook gives you the option to “Promote Your Page with an Ad.” This works much like Google Adwords. Facebook ads are Pay-Per-Click. For each click you get, you pay a small fee.
Finally – Why not? It’s free! Another good point that I’ve read in the articles below is that, your competitors are joining. Whether you like it or not, there are companies that are joining and users are listening and interacting with them. Where are you?
Not convinced yet? Just do a few searches for Facebook on Google, or turn on the news to see what an impact it is having. Here’s a few articles for you to consider if you are so inclined:
1. Is a Facebook Page a Complete Social Media Strategy? by Adam Ostrow – Mashable
2. HOW TO: Build Your Personal Brand on Facebook by Dan Schawbel – Mashable
3. 5 Tips for Optimizing Your Brand’s Facebook Presence by Steve Coulson – Mashable
4. Is Social Media Making Corporate Website Irrelevant? by Adam Ostrow – Mashable
5. Facebook Profiles Will Appear in Google Results Next Month by Pete Cashmore – Mashable
6. What Are the Top Performing Brands on Facebook? by Adam Ostrow – Mashable
7. How Charities Are #FindingTheGood With Facebook Pages by Alison Driscoll – Mashable
(Why are all my links from Mashable? It’s the “Social Media Guide.”)
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