Whether you’ve just set up your brand new Facebook business page, or you’ve had your page for a while now, it’s a good idea to make sure it’s set up properly and functioning as optimally as possible. Use this checklist like a mini-audit and rest assured that you’re giving all your hard work the best opportunity to be seen and to flourish.
1. Does your page have it’s vanity URL, or is it using a yukky generic one with lots of numbers and other garbage on the end?
Yes, this is just a vanity thing, but it’s nice to have a Facebook URL that’s clean so it’s easy for people to find you and also because it looks much more professional when you use the link in other places like email or other social networks.
If you’ve got the ugly URL thing happening, go to https://www.facebook.com/username to change it and claim your business name.
2. Have a really great cover photo.
Take some time and get this right.
First of all, the size for a cover photo is 851 pixels wide by 315 pixels tall. Now you also need to remember that your profile pic sits on top of your cover so plan for this and make sure it’s not covering something important. Also, your cover image will be cropped a bit on mobile devices, so allow for this. Pepper Street Social’s Facebook cover is cropped on mobile and as I still haven’t fixed it, it’s a good example of what I’m talking about. So to avoid this, keep text and images inside 144px from the left and the right of the cover.
Image courtesy of http://andrewhubbard.co/complete-2016-guide-facebook-image-sizes/
Use imagery that represents your brand, is interesting to look at and good quality. It’s a good idea to use images that are the same or similar to ones on your website - you want your brand consistently respresented so that people can easily recognise it.
Also, did you know you can add a description and other text to your cover photo? Use this section to include your tagline and links to website and other social networks so that when people hover over the photo, more about you without any effort on their behalf.
3. Make sure your profile picture is the right size and legible.
It should be 180 x 180px and it will display at 160 x 160.
4. Fill in your About tab well.
Here is an opportunity to describe what you do so be clear and concise and not vague or waffly. You can also use links in here so you should add a link to your website and your other social network profile links.
5. Using keywords in all descriptive sections allows Google to find you more easily.
Fill in all of the other areas such as Mission etc, don’t leave them blank. You should write good copy that is enjoyable to read, but in which you have incorporated keywords relevant to your industry, product or service.
6. Is there consistency in the timing of your posts?
In other words, don't post 20 things in 20 minutes & then disappear for 3 weeks. However much or however little you can handle on a daily basis, do it well & do it consistently. It makes a massive difference. (Using a content calendar, it needn’t be complex or fancy, can help a lot with planning and consistency).
7. Are your posts quality content?
In other words, don't post crap, put *some* effort in - this is your brand. It's important. Be mindful.
Photos and videos do really well on Facebook because they’re visually appealing … as long as they’re, well, visually appealing. Again, take some time to find images that are good quality and interesting. Photos and video seem to get more likes, comments and shares, but simple text posts might get better reach. Either way, it should all the be best quality you’re capable of producing.
8. Does the page have personality?
Too often business pages make the mistake of being too ‘businessy’, too salesy and show too much of their product. Don’t do this - it’s boring!
Put yourself into what you do. YOU are unique: you're both interesting and hard to duplicate whereas, hate to say, but your products & services are not. Without personality, they're just stuff. YOU make your stuff stand out.
Mix it up and try things out - find ways of expressing personality that are consistent with your brand. Have fun, show people you’re a real person or people - that’s much more engaging that just talking about your stuff all the time.
9. Does the page allow fans to message you?
Not sure about this? Well it’s a personal choice, but there’s a lot to be said for allowing people to connect with you privately. If that’s not an available option, they just might not engage at all … and they’ll likely find someone else doing what you do who allows them to do that. Customers who engage personally are more likely to become long-term customers.
You can switch messages on in page settings.
9. Does your page respond to your fans?
When people take the time to comment or ask questions on your page, there’s no excuse for not replying - please make sure you do. The ability to interact is the whole point of social media - it’s social, not a billboard!
10. Tag other pages
This is a good way to expose your brand and build awareness within your industry. Tag people and other pages in context with what you’re posting and talking about. You might want to highlight their page and share some of their content with your fans as a way of networking and building relationships
You can tag someone or a page by using the @ before their name or the name of their page and Facebook will make it a live link. If the page is not recognised by using the @ symbol, you may need to Like that page personally and as your page first. Also, make sure you enable people and other pages to tag your page in Settings.
11. Pin your best and most timely posts to the top
Clicking on the grey arrow in the top right of your post shows some options including Pin Post. This option just pins that post to the top of the newsfeed so that anyone visiting your page will see that post first without having to scroll through the feed.
12. Does your page use milestones?
Milestones are another way to show the personality and ‘realness’ of your brand and business by taking your fans on the journey with you. You can use milestones to mark opening your doors for business for the first time, for hosting events, winning awards - the list goes on. You can really engage your audience in your milestone sharing them to your personal timeline and asking your fans to do the same. People visiting your page can see Milestones in the About section.
13. Update your Featured Likes
When you Like other pages as your business page, Facebook will choose at random which of these will be displayed on your page under the ‘Like by this Page’ section. This is good for networking and showing your place in your industry, and you can also choose which ones are featured. Do this in Settings under ‘People and Other Pages’.
This is not a comprehensive list by any means, but I hope it gives you a quick run-down of things to check when you're getting started or when you haven't checked for a while.
Andrea Kelly - Pepper Street Social