Facebook for Business is Dating 101by Bryce Crosby

There are over 150 million Facebook users around the world, making it one of the most popular social media sites today. What better a reason for businesses to tap into this modern day business tool to reach more of their market than ever before?

Some businesses have attempted to use Facebook as a business tool; some effectively, some not so effectively. This is where caution must be taken as using Facebook for your business, much like any business tool, can either be beneficial or could be a hindrance.

If you are a small pub in Halifax, Nova Scotia, for example, there are a number of beneficial ways to reach your potential customers especially since Nova Scotia has the largest number of Facebook users per capita in the world (that’s right, in the world!). The first step is a simple, but crucial one: creating your Facebook page. It is important to create a business page, not a personal page for your business. It wouldn’t make much sense if you see that your favourite pub went to Acadia University from 1975 – 1979 and that it is married and has three kids.

Your businesses profile page should simply be a hub with basic information and the ability for users to become a “fan” of the page. Now whenever you post an item on the main page, a news item will be sent to all your fan’s walls, and their friends will see it, and it continues to spread virally as you reach more people. Traditional media such as a brochure would never get this reach.

You’ve gone out and met the people, now the people have to come to you This is where Facebook can be versatile. You want more people to come into your pub, which is a very general thing to do. Let’s try increasing your customer population for happy hour on a Friday night. Create a Facebook event. Once you’ve made an event with an enticing call to action, send it to all your fans. Those that accept the invitation will have a news item show up on all their friend’s walls showing that they are attending happy hour on Friday night. “Well if my friends are going, I might as well go.” This is where your reach goes far beyond what you could ever hope for. While it is not a guarantee, you are increasing your public image, thus making people a little more interested in your business.

While Facebook makes it easier for you to communicate with your market, it also allows for the opposite. Through Facebook forums, you can find out what your customers think, what they like or don’t like, and if they have any recommendations. When customers have a say in what kind of beer you should have on tap, and if you follow through with their feedback, you’re improving your business specifically for your customers needs. Why pay a big research firm to find out what kind of food should be served at your pub, when you can ask your customers directly and in large numbers, without interrupting their meals.

Don’t Abuse the Powers of Facebook There is no doubt that Facebook can be a major advantage, but businesses must tread a fine line: don’t overdo it nor under do it. A business that is constantly sending out invites to trivial things, harassing their fans, will ultimately lose them. Calling a girl you like 10 times a day will make her lose interest in you, so don’t do it. On the other end, make sure you use Facebook once you have created a page. There is nothing worse than going to a page that hasn’t been updated in 6 months (Facebook dates all their posts). Another dating analogy: if you like a girl, she’ll never know it if you don’t show any interest.

There are many more things you can use Facebook for such as linking it to your website, such as:

• Blog integration: bring content from your blog straight to Facebook
• Polls/Contests: find the answer to your questions, such as which is your favourite dark beer?
• Photos and videos: provide post-event photos from happy hour
  

With all these advantages comes a lot of work to utilise them. Your business should have at least one dedicated staff member for updating your page or it will be too overwhelming for someone doing multiple jobs.

Facebook is a free online resource with over 150 million users worldwide. It is time to stop waiting for things to come to you; go out there and expand your business reach. My last dating analogy: if you like her, ask her out.