an in troductory guide to facebook for business

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HOW TO USE
FACEBOOK
FOR BUSINESS
AN INTRODUCTORY GUIDE:
Master the
Essentials to Better
Engage, Share,
and Market on
Facebook
A publication of
O
f
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Introductory content is for marketers who are new to the subject.
This content typically includes step-by-step instructions on how
to get started with this aspect of inbound marketing and learn its
fundamentals. After reading it, you will be able to execute basic
marketing tactics related to the topic.
INTRODUCTORY
IS THIS BOOK RIGHT FOR ME?
Not quite sure if this ebook is right for you? See the below description to determine if
your level matches the content you are about to read.
Intermediate content is for marketers who are familiar with the
subject but have only basic experience in executing strategies and

tactics on the topic. This content typically covers the fundamentals
and moves on to reveal more complex functions and examples.
Download our ebook, “Beyond the Facebook Business Page,” to
master Facebook on an intermediate level.
INTERMEDIATE
Advanced content is for marketers who are, or want to be, experts
on the subject. In it, we walk you through advanced features of
this aspect of inbound marketing and help you develop complete
mastery of the subject. Download our advanced ebook, “How
to Attract Customers with Facebook” to become a Facebook
marketing expert.
ADVANCED

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brings your whole marketing world to-
gether in one, powerful, integrated system.
HUBSPOT’S ALL-IN-ONE
MARKETING SOFTWARE
Get Found: Help prospects nd you online
Convert: Nurture your leads and drive conversions
Analyze: Measure and improve your marketing
Plus more apps and integrations
Request A Demo Video Overview
EMAIL
MARKETING
M
SOCIAL

CONTACTS
w
WORKFLOWS
;
SMART FIELDS
n
CONTACTS
DATABAST
U
ANALYTICS
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HOW TO USE FACEBOOK FOR
BUSINESS
By Amanda Sibley
Amanda Sibley is a member of the
Global Marketing Relations at HubSpot.
She helps create and manage paid
advertisements and external vendors
to help generate leads across various
platforms. Amanda is also a regular
contributor to the HubSpot Inbound
Marketing Blog, where she writes about
various topics across inbound marketing.
FOLLOW ME ON TWITTER
@AMANDASIBLEY1
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AN INTRODUCTION TO FACEBOOK /8
SETTING UP YOUR FACEBOOK PROFILE /16
SETTING UP A BUSINESS PAGE /38
6 FACEBOOK BUSINESS BEST PRACTICES /50
MEASRUING YOUR FACEBOOK BUSINESS SUCCESS /53
CONCLUSION AND ADDITIONAL RESOURCES /59
CONTENTS
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Social media and inbound
marketing are increasingly
important assets for businesses
to get found by and engage with
potential buyers on the web.
“
”
You’ve probably heard of social media and inbound marketing. You may
have even experimented with Twitter and checking out old friends from
college on Facebook. But why does any of this matter to you or your
business?
Social media and inbound marketing are increasingly important assets for
businesses to get found by and engage with potential buyers on the web.
Think about the way you nd information about products and services
– are you watching TV ads? Going through your junk mail? Or are you
consulting a search engine or a friend? People have gotten better and
better at ignoring marketing messages with DVRs, caller ID, and spam

lters. Instead they visit Google and social networks for answers to their
questions. The question for you is, will you be there to answer it?
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Facebook is not a evil time-waster, a community just for “the kids” or
irrelevant for marketers - even B2B companies. In fact, 41% of B2B
companies have generated a customer with Facebook!
Facebook can be a very useful tool for
marketers in connecting people to others
and brands they are interested in. Brands
can use Facebook to directly connect with
customers and prospects.
It can be difcult to gure out how to use
Facebook for business activities. it can also
be difcult to convince your CEO to let you
incorporate Facebook or a larger social
media strategy into your marketing plan.
With the right knowledge and metrics, you
can prove that it is highly benecial.
x
More About Facebook
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CHAPTER 1
AN
INTRODUCTION

TO FACEBOOK
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What is Facebook?
Facebook is a social network for connecting people with those around
them – friends, family, coworkers, or simply others with similar interests.
Facebook started in 2004 as a closed community for college students
(requiring users to sign up with a valid university email address). Today,
Facebook is open to anyone over the age of 13. Any person or business
can create a page about a particular item or a group about a specic
concept. This is where businesses are able to make pages about their
company, product or service.
Not only is Facebook a vaulable place for individuals to create a prole
and connect with friends, family and
brands, it is also a community where brands
and customers can interact and create
relationships. Businesses are moving away
from traditional marketing efforts, and the
customer/business relationship is changing.
Facebook is on the forefront of social media
marketing. Read on to learn how you can use
Facebook for both personal and professional
uses.
f
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Business Goals to Set on Facebook
Get found by people who are searching for your products or services
Connect and engage with current and potential followers and customers
Create a community around your business
Promote the content you create including webinars, ebooks, blog articles, press
releases, videos and photos.
Generate leads and cutomers for your business!
U

s
w
g
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Facebook Terminology
For people that are new to Facebook, the commonly used terms can
be confusing and overwhelming. To get a handle on them, read the
culmination of these words below.
APPLICATION
A program that allows users to
share content and interact with
other users.
EDGERANK
An algorithm used to
determine what content is
shown in users’ news feeds.

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FAN
A fan is a Facebook
user who chooses to
“Like” and become
a “fan” of an
organization’s page.
U
FRIEND
1) (n) A personal
connection on
Facebook.
2) (v) To add a user as
a connection on your
prole.
l
FRIEND LIST
An organized grouping
of friends.
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g
GROUP
Collection of Facebook users
with a common interest.


Like(s)
1.(v) Within Facebook, to like a business
Page means you’ve become a fan of
that page.
2. (v) Within Facebook, to like others’
comments/posts.
3.(n) The number of users who like your
page.
4. (n) Outside Facebook, to like
something that has the “Like” button on
the page.
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O
NETWORK
An association of Facebook
users based on a school or
workplace.
N
NEWS FEED
An aggregation of friends’ wall
posts on your own homepage.
F
PAGE
Ofcial presence for public gures, artists,
bands, businesses, places, entertainment,
causes, or products to share information and
interact with fans on Facebook. This is a way

businesses can use Facebook to organically
drive trafc and customers to a website.
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WALL
The core of a prole or
page that aggregates new
content, including posted
items (e.g. status updates,
and recent actions, (e.g.
becoming a fan of a page)
P
PROFILE
Presence for individuals to share
information and interact with friends and
organizations
q
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CHAPTER 2
SETTING
UP YOUR
FACEBOOK
PROFILE
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On Facebook, proles are meant for people, and pages are meant for
businesses. If you would like to fully engage and leverage Facebook’s
features, you should create a personal Facebook prole for yourself, if you
do not already have one. When creating a Facebook presence for your
business begin by creating a page. Facebook has created a great deal of
functionality into the pages, specically to benet businesses.
Prole vs. Business Page
Personal
Prole
Business
Page
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BUSINESS PAGES
You can designate multiple page administrators
on your Facebook page, providing you with the
option to have more than one person manage
the account. Pages are public by default, allowing them to rank on both
Facebook searches and in search engine results.Pages are categorized
(choosen by you) which helps your business appear in relevant results.
This means that the people that are on your page are actually interested
in your content. Anyone can become a fan of a business page, whereas
personal proles require mutual acceptance.
PERSONAL PROFILE
Your personal prole is connected to your

business page, and is essential in making
your rst business page. Your personal prole
is different than a business page because you can set privacy settings to
make certain posts, photos, etc private. Your personal prole is where you
can communicate with your friends.
NOTE: Making your business page with your Facebook prole
does not make business page fans your friends on Facebook.
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At www.facebook.com, sign up for a free Facebook account. Facebook will
send you an email verication afterwards.
SIGN UP FOR FACEBOOK
How to Set up a Facebook Prole
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Once you are signed up, Facebook will walk you through three steps to add
information to you prole.
You can rst nd friends on Facebook. Friends are a key
component to Facebook. You can connect with friends
and share things with them. You can look up friends at
rst by their email, or later on in the process through
Facebook search.
Fill out basic information about yourself. This includes

your high school and college, and where you curently
work. These can be changed at any point. It’s helpful
to put a bit of information on your prole so that other
people with similar information can nd you and connect.
Add a prole picture. Your prole picture will appear when
people search for you, so it is helpful to make this a clear
picture. Prole pictures are discussed more later.
Add Personal Information
2
g
P
W
FIND FRIENDS
PROFILE PICTURE
BASIC INFORMATION
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At any point while on
Facebook, clicking on
your name in the top right
corner will bring you to your
prole page.
3
Prole Page Tips
Clicking on the Facebook
logo
will bring you back to
your newsfeed (discussed

later).
Search for friends,
businesses and applications
here.
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Your cover photo is a great way to personalize your prole. Use the cover
photo as an opportunity to showcase something about yourself, or for a
business page, something that relates to your brand. To edit the cover
photo, simply hover over the bottom right corner. You can select any im-
age from your computer here.
Your prole picture should be
a headshot of yourself for a
personal account, or the logo
of your company for a business
page. Editing this image is simi-
lar to the cover photo, just hover
over the image and click on “Edit
Prole Picture.”
Cover Photo and Prole Picture
3
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The about me section of Facebook is where you can add information
about where you work, went to school, location, birthday and more.
With each piece of information you add into this, you can chose the privacy

level of the information. This information can be public, visible to friends,
or a custom setting you can create yourself.
About Me Section
4
O
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Tips for Optimizing Your Personal Prole
Facebook allows you to upload an unlimited number of photos to your
account. Photos can be made into photo albums, shared with friends,
or posted on your wall. Friends can also be “tagged” in photos, you can
check-in to a particular location. When a friend is “tagged” in a picture, the
picture will also be associated with his/her Facebook prole.
PHOTO ALBUMS
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Once you have choosen images to upload, you can include more informa-
tion about the photos.
Choose a title for your album and add a description about it.
Add a location for the entire album, if they were all taken in one place.
Tag people by clicking their face. The person you tag can see that you tagged
them, and can chose to keep or remove the tag.
You can add the date the picture was taken and the location.
Decide who you want to see the album, from public to custom lists.
Come back later and add more photos to the same album
CREATING AN AWESOME PHOTO ALBUM

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