Digital Media

#4: Should your business have a Facebook Page?

Episode four is all about why your business should have a Facebook page and I also share tips on how to make Facebook work for you!

Who is on Facebook?

Facebook has over one billion accounts and is the social network we hear about the most often. It may not be the right place for every business, but if you’re going to invest time and effort into a social network, Facebook is the best place to start because more than half of all Canadians online are on Facebook.

What is the difference between a Facebook profile and page?

Your Facebook profile is where you share personal thoughts and information with family and friends. Only an individual can have a Facebook account – not a business or company. A Facebook page is where people who want to come and get your business information and updates in their Facebook feed by hitting ‘like’. People who like your Facebook page can’t see your personal information – just what you post on your Facebook page.

How do I set up a Facebook page?

Setting up a Facebook page is easy. Simply visit:

  • Choose your correct category; for small business choose “Local Business or Place”
  • Fill out the pertinent information i.e. category, business name, etc. and once done click, “Get Started” and follow the step-by-step instructions.
  • For questions and complete guidelines on how to set up a Facebook Page visit:

Facebook updates their guideline page frequently, so it’s a good link to save for future reference.

What are Facebook insights?

A Facebook page will give you extensive statistics that show you whether or not what you’re doing is working, which is necessary to know before deciding whether or not to keep investing time in certain activities.

Insights give you access to interesting information such as who ‘likes’ your page, where they are from, how old they are and what time of day people are viewing your page.

What are Facebook Groups and how are they different from pages?

Facebook groups are different than pages in that they are more like forums where everyone can participate and comment on a more equal footing.

Facebook groups are a great way to build community outside of your business page. They can also be great for committees or as a value add for clients, especially if you offer online courses.

Do I have to pay Facebook in order for my posts to be seen?

It used to be a lot easier for people to see your Facebook content, but over time this has changed. Why? Because of the sheer volume of content being posted. The average person has over 250 friends and follows 100 pages. There is simply too much content for people to see everything that is being posted.

The average percentage of fans who will see your posts is generally under 5%.

What is the Facebook algorithm?

Facebook’s algorithm is designed to make the Facebook experience as personalized as possible for every user. Their goal is to show you content that you want to see. The more you ‘like’ or comment on specific posts by pages or people the more likely you are to see more of that kind of content. The same works for what other people in your network are ‘liking’ on commenting on; you are more likely to see content that a lot of people are engaging with than other less-engaged with content.

How often should I post on Facebook?

At least daily, but if possible even more. Have a schedule and automate using themes and categories. What kind of content should I be posting on Facebook? Post or share content that provides value. For example, give your audience tips, recommend products, and share articles about successes. Engage with your audience by replying to comments as quickly as possible. Give value by educating, entertaining and empowering. Try different kinds of content until you find what works best for you and your audience.

Links mentioned in this post

How to create a Facebook Page

Facebook Page Guidelines

How to schedule your Facebook content

Lara Wellman Facebook Page

Social Media Simplified on iTunes

Episode 1: Instagram

The goal of the Social Media Simplified podcast is to introduce entrepreneurs to online tools that can grow their business. This episode focuses on Instagram. Instagram is an online tool that most small businesses should be using, but aren’t – yet. 

What is Instagram?

Instagram takes pictures and short 12-second videos and shares them on a variety of social networks including Tumblr, Flickr, Twitter, Facebook, and so on. 

People can like or comment on a photo or video shared on Instagram.

What makes Instagram different?

Unlike Twitter and Facebook, you cannot share or re-post Instagram content without using a third party app or physically copying and reposting.

It’s a visual social network with its own unique following. It’s a tool where you share images and tell a story.

What businesses should use Instagram?

If your audience is younger than 30, then your business should be on Instagram. Younger people are spending less time on Facebook since their parents and grandparents started joining it.

To determine if your audience is on Instagram simply ask them. Casually connect with them via Facebook, in person, on the phone or through e-mail marketing.

Visual businesses, such as florists, restaurant owners and artists – if you sell or produce a product then you should be on Instagram taking incredible pictures of that product.  

What do you share/post on Instagram? 

Think about what you want your customers to know and then figure out how you can capture and share beautiful images that support that message i.e., what you sell, how you can help, how you can give value.

If you have a blog, such as I do, (my blog is Kids in the capital), share things that relate to that blog. We share things such as what we’re making for our kids to eat, silly things they did, and craft ideas.

You want people to know what kind of products you produce and how they can be helpful. Share images of finished products and explain how they’re used. Instagram has a lot of space for accompanying content; so don’t feel like you can only write one sentence. 

Tell the story of your turn around times, exciting new launches, and include links to clients and celebrate their wins.

Instagram Tips

- Links in Instagram posts are not clickable, which is frustrating for business owners looking to link to a specific product or call-to-action. 

- Instead of having the link in your Instagram bio directing to the homepage of your website, change it whenever you want to direct people to a specific product or page. 

- Instagram isn’t about selling; it’s about sharing and building community.

- Use hashtags. Hastags are how people find new accounts and Instagram content to like and follow. Try at least 4-8 hashtags per post. Experiment and see what works best for your content. 

- Tag other people you think would be interested in your post. This works well with contests, i.e. tag a friend who would like a specific product, etc.

Links mentioned in this post:

Kids in the Capital

Lara Wellman’s Instagram

Kids in the Capital Instagram