How to Setup a Facebook Business Page

Of all the popular social networking sites out there, Facebook is probably the least business-oriented (with the exception of MySpace, which I don’t even acknowledge as an option for advisor marketing).  Most people on Facebook are there to reconnect with friends and distant relatives.  For the average user, sharing pictures and quiz results is the extent of their Facebook interaction.  So the idea of using Facebook as a way to market a financial advisory firm may seem a bit farfetched.  I have to admit, for a long time I was skeptical about using Facebook to market anything other than name brand consumer products.  However, after hearing a couple of strong testimonials from advisors in favor of Facebook, I have changed my tune.  I still don’t believe that Facebook is a good strategy for every advisor, but it may be appropriate for advisors with strong personal and community relationships. 

One way to use Facebook is to connect with your contacts using your personal profile.  The constant interaction and updates regarding your personal life with your “friends” will likely deepen relationships.  If this is a little too personal for you, you can setup a Facebook business page.  A business page will allow you to share information with your “fans” just as you would with your “friends” through your personal profile.  The difference is that information is more professional and distributed on behalf of your business and not you personally.  You will need to have a personal Facebook account to setup a business page, but once you have an account, here are some steps on how you can setup your own basic business page.

Step 1: Create an Business Page
To setup a business page, log in to Facebook and then go to www.facebook.com/pages/create.php.   Fill out the requested information and then click the “Create Page” button.  The next screen will take you to your blank Facebook business page. 

Step 2: Insert a Logo
Hover your mouse over the question mark place holder on your business home page. A link called “Change Picture” will appear. Click the link, then choose “Upload a Picture”.  Follow the instructions to upload your company logo.

Step 3: Provide a Business Description
In the left hand column, you will see a link that says “Write something about [Your Business Name].” Click on this link and include one sentence that describes your business.

Step 4: Add Business Information
Click on the “Info” tab and then click “Edit Information.” Fill out all of the fields and save the changes.

Step 5: Become a Fan
You’ll see a button that says “Become a Fan.” Click on the button and become your business page’s first fan.

(Steps 6 – 12 will require you to click the “Edit Page” link below your logo to take you to the editing page. You can edit each section by clicking the pencil in the right corner of the box.)

Step 6: Change Your Wall Settings
You’ll need to decide how you want to set your wall settings, but my suggestion is to set the “Default View for Wall” to “Only Posts by Page” and uncheck the “Fans can write or post content on the wall” box.  This will eliminate any unwelcomed comments to your business page. 

Step 7: Remove Reviews
Remove the “Reviews” application.  While I’m not a compliance expert, everything I’ve read says that accepting a testimonial of any kind is a big no-no.  Avoid this compliance infraction by disabling reviews.       

Step 8: Add Your Blog
If you write a blog, you’ll want to add it to your Notes tab.  When you edit the Notes application, you’ll see an “Import a Blog” link.  Enter your RSS feed address and your blog will automatically be posted to your business page’s Notes tab and Wall whenever a new post is added.

Step 9: Add Videos
If you have a short video (less than 20 minutes) that you would like to include, you can upload it to your business page using the “Upload Video” option in the “Video” application.  You must have the file on your computer to do this as this does not work with video sharing sites.  If you have a video on a sharing site like YouTube, Vimeo or Viddler, you can post the video link directly to your business page’s wall to share with your fans. 

Step 10: Add Events
If you host public events, follow the instructions on the “Events” application to add your event to your business page.  You’ll have the option to choose who can view and respond to the events as well as whether or not you want to publicize the event on Facebook.

Step 11: Publish Your Page
Change the “Published Status” under “Settings” to “Published (publically visible).” Once you save changes, your page will be public and searchable on Facebook.

Step 12: Get Your Badge
On the bottom right column, you’ll see the “Get your Badge” link under “Promote with Facebook Badge.” Click the link and follow the instructions to generate the html code so that you can include a badge on your website to promote your business page.  Even if you don’t want a badge, click on this link so that you can write down the URL for your business page so that you can share the link later.

Step 13: Share with Your Facebook Contacts
Go back to your business home page.  On the bottom left column, you’ll see a “Share” button.  Choose the “Send a Message” tab and send a message to your Facebook contacts asking them to become a fan of your page.  Fans of your business will receive updates on their wall when you add new content to your page, allowing them to stay in contact with your business.

Facebook business pages allow you to do more than what I have outlined here.  These steps are meant to help you get a basic page up and running.  Once you have accomplished this, play around with the settings and applications to adjust your page to your liking.  Just remember to update content regularly so that you stay top-of-mind with your “fans.”  Also, remember that people won’t automatically find your business page, so you will need to regularly promote your business page link on your email signature, website, personal Facebook page, Twitter account and LinkedIn profile as well as through  your blogs, podcasts, and newsletters. 

Kristen Luke is the Principal of Wealth Management Marketing, a firm dedicated to providing marketing strategies and support for financial advisors. Kristen works with independent advisors to develop effective marketing plans and provides the back office support required to implement the strategies.  For more information visit www.wealthmanagementmarketing.net or become a fan of Wealth Management Marketing on Facebook.