When I heard the title “The zen of social media marketing,” I knew I had to read this book by Shama Hyder Kabani. Her chapter on Facebook was really detailed with lots of tips, so I thought I’d offer many of the items on Shama’s list of Do’s and Don’ts with my own comments.
Facebook DO’s and DONT’s for those with a business to grow
DO:
1. Spend time creating an outstanding profile
a) Begin with the “right” photo. Many people suggest that Best Practice — for those wanting to establish a consistent and credible online presence — is having one head shot that is distinctive, i.e., memorable, but not too casual.
b) The brief message below your photo could be a bio, mission statement, and/or a quote you live by.
c) Personal information you include, like hobbies and activities, can spark deeper relationships when connections see you share similar interests.
2. Let your personality shine through
Remember that people do business with people — not organizations. The whole reason why Facebook works for business is that you as an individual have the opportunity to build one-on-one relationships with people who can grow to like you better and trust you more.
3. Reach out to people in a professional and thoughtful manner
The word I like is “deliberate” i.e., EVERYTHING you write on the Internet needs to be carefully thought out; it’s indelible ink — and Findable.
This does not mean you are “inhuman”; on the contrary, you just need to be your Best Self. If you have just had a bad experience or you’re simply in a bad mood, write your feelings down somewhere else besides on the Global Whiteboard.
When people do discover you online, they should find a person who is the Go-To Source for some kind of information. That is the kind of online reputation you want.
4.Build a loyal Facebook friendship base
Shama suggests having a “friending policy” and most experts agree that if you want to expand your business using social media, you need to expand your definition of a friend, as well. Think connections, not intimate buddies. If you have really personal stuff to talk about, that doesn’t belong online anyway.
5. Leverage Notes and status updates by providing value
Status updates give you an opportunity to engage regularly on Facebook with short messages that show who you are, what you care about, and how you can help your community solve problems and meet challenges.
The Notes section is like a blog on which you can write your own short articles or share helpful information that you read. Your Notes entries will first appear as News Feed updates and then remain accessible on your menu board.
6. Work on attracting people to your site (using real value, not pushy links)
One of the most important “commandments” is Thou Shalt Not SPAM!
People typically come onto Facebook to see who’s there, what they are doing and thinking. The last thing they want is to be sold anything . . . so if you want to “use” Facebook for business reasons, you do not sell products/services — rather, you sell yourself, your nice, friendly, smart self.
7. Build a community around your topic or specialty
This is the Real Opportunity for building your business online: Start a Fan Page. It is a micro website, a public profile for your business/products/services in your Facebook neighborhood.
Invite your connections [i.e., Facebook Friends] to become your “Fans” and then keep them engaged:
- Be proactive in your networking efforts
- Share relevant pictures and videos
- Participate actively with special offers and other reasons to keep your fans wanting to see what’s new.
Use your Fan Page content to build Brand Evangelists!
. . . and here are Shama’s DON’TS
1) Don’t be pushy
2) Don’t post your web link when writing something on someone’s Wall.
3) Don’t send or accept frivolous applications.
4) Don’t use your business name as your profile name.
5) Don’t put up crude or thoughtless pictures or comments.
6) Don’t expect social media to “work” for you.
7) Don’t be impatient.
FURTHER READING
Book Review: The zen of social media marketing
Don’t make these social media “newbie” mistakes
How to do social media “By the Book”
FURTHER WRITING
Please leave your own tips and experiences in the comment section below. Let’s help each other get the most value out of Facebook.