Facebook will be an essential marketing and branding leg for your outreach.
Whatever qualms you may have about social media, it’s nearly impossible to grow your voice online without embracing Facebook. In my last post I discussed Expanding Your Real Estate Business With Social Media: Step 1. In this post, we’ll go through these 5 simple steps to teach you to create a Facebook page for your business and monitor it for social success.
1) Choose How You Want to be Classified on Facebook
Start off by going to this link: https://www.facebook.com/pages/create.php
You’ll see tabs there requesting you to pick how you’d like to be classified, including: Local Business/Place, Artist, Company, Entertainment, Brand/product, Cause/Community.
If you’re selling an online real estate investing product, you could choose Product, or Community. If you’re a local brokerage, you could choose Business, or Company.
If you pick one and decide you’d like features of another, you can change it later. But once you type in the company name and category, those cannot be changed. So do take care in typing in the name you choose, otherwise you’ll be recreating the entire page.
2) Fill in Basic Info
Upload Photo - you’ll see a prompt to upload a main photo for your page. Just like your personal profile picture, this is the one that will show up for your posts and news feed. I’d advise using your company logo, and resisting the urge to change the picture often. You want to have people begin to recognize your logo and want to engage with you.
The photo should be 180×180, but it will be shrunk down to 125×125. If you don’t have a logo, and want a quick fix, check out www.fiverr.com and type in “logo” in the search criteria.
Be more descriptive than “Real Estate in Temecula, CA”; be distinctive and succinct.
If you need inspiration, it’s great to research other investors/professionals pages to see what’s working for them, and how to set yourself apart.
3) Create a Content-filled Facebook Page
Cover Photo - this is a great space to pack some punch on your page. The photo space is 851×315, and again, if you’re not handy creating images, you can defer to an inexpensive solution like www.fiverr.com
Custom Tabs - You can have as many tabs as you want on your Facebook page, but only 4 of them are visible right on your landing page. To see the rest of them, the user would have to click the arrow to see what other tabs you may have. So, you’ll want to have the most meaningful tabs appear here. Do you have a free e-book you want them to download? Pictures, groups, events, may also be important to you to garner an audience.
If you use third party applications, the tabs should be be indexed on Facebook and not on the third parties’ server.
Posts - This is the more fun part about operating your page. Use different types of content, both related to your business, but also non-related. Mix up use of video, pictures, questions, humor, and motivational posts, and see what your users seem to like the best. If something important happens, you can click the small star in the upper right hand corner it will highlight it by making the post the width of the actual timeline. This could be used for say, product launches, company events, public recognition of your company, or any other major events.
It’s notable that before you try to start advertising for a large audience, target your existing customers and fans to join your page. Do this by adding a link to your Facebook page in your email, LinkedIn profile, and start there. Once you get a small audience of existing fans, see what they like, get feedback, and start to grow once you get the hang of what your audience likes, and you know you can make the commitment to interact regularly.
4) Use the Admin Panel
The admin panel has been re-organized to be highly information dashboard that digs deep into your pages metrics. It’s also how you’ll manage any administrators on your page.
Edit Page – The Edit page can be accessed from the middle of your navigation bar when you are in your Admin Panel.
The first option you’ll see, “Update Info” is where you will update the basic information you provided earlier in this post. You can also enter a description, which is an elongated version of the About section. Those on your page will only see this long description if they click on it, but nonetheless, make sure it’s filled out with more detail. I personally like to add links to my other social sites, as well as a few paragraphs about my business.
If you want others to assist you on your page, you can manage the roles of your administrators. You can allow them to respond to comments and messages, but I’d advise doing this yourself for awhile before you outsource any of the responses that happen on behalf of your company.
5) Monitor and Measure
With all the work you’ve put into having a gorgeous Facebook page, you’ll want to make sure you’re seeing how your fans are taking to it. This will mean the messages you’re receiving, which can be seen in the upper right hand corner of your Admin panel.
It’s equally important to respond to comments on your actual page. Ignoring and neglecting comments and messages is a huge no-no, so be sure to respond to your fans and messages in a timely manner!
To monitor your page, click on the “View Insights” option on the bottom-center of your admin panel, and click “See All.”. This is your mothership of overseeing your stats breakdowns, and understanding the information will help you immensely to grow and change your Facebook marketing efforts.
If you really get into using your Facebook page, I highly suggest taking the time to read through current articles on what others do for best practices. Facebook is an ever-changing platform that can really help bring a lot more awareness and goodwill to your business.
Do you have a Facebook fan page? If so, please share it below and discuss how you’ve grown your Facebook base. If not, use this tutorial to create one and share it to get helpful feedback!
Editor Note: P.S. Be sure to “Like” the BiggerPockets Facebook Page if you haven’t yet!