Why Facebook WON’T Help Your Business

Yes, you read that correctly. This article is about why Facebook won’t help your business. I’ve been meaning to write this blog since I wrote, Why Twitter Won’t Help Your Business. And many of the reasons are the same. 

Overpopularity, Noise, and Content

There’s just too much noise. It’s hard to sort between the useless “I’m just getting out of the shower” and “I’m having an omelet for breakfast” and actual useful morsels. Because so many Facebookers update from their phones the site is becoming even more bogged down. No one cares about the mundane details of your daily life! (Or maybe that’s just me. I guess if you like reality TV and wouldn’t mind reading it instead of hearing it…)

Many businesses believe that Facebook is just about the numbers. It’s all a competition to see who can get the most likes. In my world, it is quality that counts, not quantity. Everyone knows that the closer you get to your target market, the higher your conversion rate will be. Why waste your time broadcasting to the world when you could be having smaller conversations at a deeper level?

Popularity is a double edged sword. When something is really popular, it isn’t cool anymore. Facebookers have a tendency to assume that everyone reads their every post. This can result in a faulty, inflated sense of self. People also forget that it is quite possible that everybody did read their post (reminder, check your privacy and security settings). So, you thought you were having a conversation with a couple of close friends? Nope, I read about it, too.

Time Waster

Let’s not even discuss the time waste factor. There is a huge learning curve and Facebook is always changing. Many marketers will tell you that most of the network’s changes are not in favor of business pages and marketers.

You can have success with Facebook. Anyone who knows me understands that I’m a firm believer in the power of Facebook for business. Just ease into it, get to know the pace and rhythm. Learn the rules, written and otherwise. You have to use the tool properly for it to work for your business. The more powerful a tool the higher the risks.

If you have found success marketing your business on Facebook, I’d be happy to hear how you did in the comments below.

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New Facebook Pages

If you haven’t heard the announcement from Facebook yet, here’s the news, “Coming Soon: New Facebook Pages On March 30, 2012, all Facebook Pages will get a new design. Preview your page now to see what it looks like and try out the new features.” Learn more by visiting https://www.facebook.com/about/pages/.

What’s Changing?

As some marketing experts had predicted, business pages are taking on a look very similar to Timeline for personal profiles. If you don’t know about Timeline, visit https://www.facebook.com/about/timeline.

Business pages will feature a cover photo, allow you to highlight new posts on the top of the page each week, and show recent activity and private messages (to admins) at the top of the Page. You can star posts by hovering over a story on Timeline and clicking the star. The post will then expand to widescreen. Friend activity will be more prominent. Insights have also been restored after being down for awhile.

To turn on a preview of your new page you can do so at https://www.facebook.com/about/pages/. Pages that have already undergone the change include Zena Caffee, Livestrong, and Hyundai.

Confused? Need help updating your page? Please call or email Fletcher Freelance at 715-584-6773 or terra(at)fletcherfreelance(dot)com.

8 Great Apps for your Facebook Business Page

I’ve been touting the benefits of a Facebook business page for years. But don’t let it stagnate! The purpose of such a page should be to build relationships, to engage users, and to position yourself as an expert in your field. Using these apps will help accomplish those goals.

Tabmaker

If you’ve wondered how to get one of those fancy landing pages, you could hire a web developer or website designer to do it for you, heck – you could hire me. But you could also do it yourself. Tabmaker is a free application that allows you to set up a landing page for first-time visitors or share exclusive content with your fans only. Use your own images, chose colors, and the design you like.

Easy Promos Premium

With Easy Promos you can create your own sweepstakes, photo or video contests, essay contests, pick your favorite, or offer other coupons and promotional codes on your Facebook business page. The premium version costs $100 per campaign. The user-friendly app allows you to manage and customize your promotion from participant requirements to deadlines and more. The Premium version offers options to, “create and manage video contests, customize opt-in checkboxes, create custom wall posts, upload your own banner in the header, and control registration and voting dates. You can also control the frequency of voting according to IP, and limit voting to friends of the entrant.”

Contest Tab

Contest tab is only $30. For that price you can build awareness of your brand with user-generated photo content. The potential to go viral is huge. You can customize with CSS, view real-time analytics, and add share and invite buttons. Additional app options include access to related apps: My Restaurant Tab, Photo Contest Tab, Hotels Tab, Real Estate Tab, and Rent Your Home Tab.

One Way Commerce

If you’ve read the statistics on mobile shopping, you’re aware of the direction commerce is heading. This full e-commerce system allows you to create an instant storefront on your business page. Inventory is tracked, emails sent, and it integrates with QuickBooks and Salesforce.com. The app is FREE and takes only a few minutes to get started. You can create custom banners, upload graphics, and add like buttons to each product. Now there is no excuse to not be selling online!

Join my Mailing List

If you’re on Constant Contact, this app should be a no-brainer. Why not have a tab to grow your list? Enough said. Here's mine. (I made it while in Constant Contact.)

Networked Blogs

Another helpful app. If you’re blogging, have your blog autopost on your business page (also works on a personal profile). All you have to do is register your blog and prove you are the author. Here's mine.

SlideShare

If you use slideshare.net, you need this tool to import your presentations to Facebook. Supports PowerPoint, Keynote, and more! It’s easy to synch the accounts. Just find synch under the application. One disadvantage is you cannot view without going to the app page.

Cueler

If you’re on YouTube autopost videos you upload to your business channel on Facebook. It’s super easy. Just add the Cueler app and tell it what your YouTube username is. Cueler adds a tab and stores your latest videos there as well as posting on your wall (and in fans’ newsfeeds). Body Essentials uses this well.

These are just a few of the apps I like. Also consider a review app. Have one that’s worked for you? Please share in the comments below. If you need help managing your social media presence, just call 715-584-6773.

Using Foursquare to Grow Your Business

Foursquare’s own site claims include, “Make the real world easier to use. Keep up with friends. Discover what's nearby. Save money & unlock rewards.” With millions of users and continuous growth, it just may be time to get your business on Foursquare. 

The location based app has made it easier for businesses to get on Facebook. The free marketing opportunity allows businesses to find out who their biggest fans are and target them with specials. As more shoppers are using smartphones to make decisions about where they go and what they buy, potential is huge. 

If your business has a brick-and-mortar location, Foursquare’s Merchant Platform allows owners to claim venues, establish specials, and analyze results. Whether you’re a small business or chain, it’s just as easy. Simply search for your venue then claim it. You must be logged in to see the “claim it” link, so sign up; it’s free. 

If you can’t find your business click “add a new venue to Foursquare” at the bottom of the page. Fill out the form; then claim. You’ll have to answer basic questions about ownership and type of business. You’ll verify via phone or by mail. A PIN will be sent to you and you’ll enter it on the site. Foursquare will send you a window cling to identify your affiliation with the app.

Now you can create specials. Just follow the wizard. Swarm Specials are created when multiple Foursquare users check in or Friends Special for checking in together. Flash Specials are for the punctual that show up at a certain time. Newbie Specials for first checkin or Check-In Specials for every checkin can be offered. You can consider Loyalty Specials to reward visitors on their 10^th checkin, for example. Mayor Special is for that regular who is oh so loyal. Your most frequent visitor deserves something extra special. 

You will have to meet set requirements before offering a special. Be sure to print info for employees and customers so everyone learns how to get the most from the location-based app.

Be sure to watch your dashboard for valuable analytics. Track the number of checkins, top visitors, and follow up with your customers. Relationship building is the best benefit of this type of marketing.

If you’re a business without a physical location, consider Foursquare Pages and Partner Badges. Business owners can submit a form. The request will be approved in about two weeks. You can customize the page with logo, brand info, and links. You can even leave tips at other locations. Go to foursquare.com now to learn more and start using this marketing tool.

Why Business Owners Should be Irritated with Facebook Changes

I’ve seen countless status updates from my Facebook friends, expressing irritation with all the changes Facebook has been making. Many of the changes weren’t previously announced. Changes implemented this week are more than an annoyance, many will detrimentally impact the way businesses use Facebook.

Likes are changing. Likes are no longer on the main newsfeed. This includes business page likes and likes on friends’ posts. If you like content outside of Facebook, however this still shows up on the feed. Fewer likes mean fewer impressions and fewer opportunities to target your fans’ friends.

Newsfeed algorithms are now giving emphasis to relationships with friends over brand pages. Same holds true for pictures. Photos on the newsfeed have increased in size, but only for users, not for brand pages.

That’s not all. Rumor has it that at the end of the month Facebook will no longer publish business page updates to fans’ newsfeeds.

What can your business do? Continue to focus on using Facebook to build relationships. I’ve always touted this as the best intention, not hard selling! Also, allow the public to have the option to subscribe to your public feeds. Make business related updates viewable by the public.

One positive change is that business pages no longer need 25 likes before they can customize the URL. Just go to facebook.com/username to get your unique address.

Stay tuned for more updates from me, Social Media Marketing guru, Terra L. Fletcher. I love my job because it is never boring. There is always something to learn. Please share your comments below. How do you plan to use Facebook for business in the months to come? Are you looking forward to seeing what Google+ will come out with for business?

5 Easy Tips to Increase Your Facebook Fanbase

If your Facebook business page has stagnated, here are a few easy ways to get more fans and quality interaction. Use social plugins and email to your advantage. Be engaging. Add photos and videos. If you’re really stuck, Facebook pay-per-click ads can be highly effective.

Use Social Plugins

It should be easy for visitors to go from your blog or website to your Facebook business page. In addition to a simple Facebook logo or icon that links to the landing page, consider using social plugins. Add a Like Box with a live stream of recent posts and the first name and pictures of your fans. Add links, buttons, and badges to your personal Facebook profile, as well.

Email

Encourage your email list to like your page. Constant Contact has made this super easy. They have several templates just for this purpose. Be sure to add a link to your business page from your email signature.

Be Engaging

Consider contests, polls, and lively conversation starters. Remember that the more your fans interact, the more their friends will see your company, too. Use @ tags where appropriate and comment as your page on other business walls.

Photos and Videos

Most people are visually inclined and love seeing pics and vids. Be sure to take pictures at live events and encourage fans to tag themselves. Videos are a great way to get people engaged. Videos are more likely to be viewed and shared than other posts. I recommend loading videos to YouTube first, then use an application that autofeeds to your business page.

Facebook Ads

By now you know the rules of advertising; (1) the closer you get to your target market the higher your conversions and (2) know your return on investment. With Facebook ads you can narrow down your audience by age, location, and even interests. If you know your demographics and psychographics, this can be a highly effective way to get fans.

Additionally, be sure you are displaying the Facebook logo and your custom URL on any print advertising, commercials, and even mention it on radio. Don’t forget to use the Insights you get from Facebook. Track your audience and the interactions. Remember, what doesn’t get measured, doesn’t improve.

Can Google+ Compete With Facebook?

There’s a new contestant in the ring, Google +. Who is this new contender and could Google Plus replace Facebook as the top social networking outlet?

Be sure to read my latest article on Directory Journal. Click this posts title or follow the link http://www.dirjournal.com/articles/can-google-compete-with-facebook/.

Ecommerce on Facebook, the Latest Trends

Asos


Asos (As Seen on Screen) is the first retailer in Europe to set up shop on Facebook. The London-based clothing shop received this designation on January 27. Most retailers, including Asos competitors, use the social network to communicate with fans – what I usually recommend. Now Asos 465,000 fans can shop 150,000 produces without leaving Facebook. They can post photos for friends to see and comment on.

Asos CEO, Nick Robertson, says “Our [customers] are on Facebook all day, every day.” At present the store can only be accessed via PC or iPad, but the app for smart phones is in the works.

Moppers

Mobile shoppers or “Moppers” have been using smart phones, iPads, and other mobile devices to browse, comparison shop, and ask friends for advice. Making a purchase seemed the next natural step. Of Facebook’s 500 million users, 200 million access the network mobile. Mobile users are twice as active as PC users.

According to Verdict Research and Ovum, mobile commerce will double in the UK by 2013, reaching $440 million. Major names, J.C. Penney and Delta Air Lines, have already worked with developers to set up shop. Mike Fauscette of IDC in Framingham MA says that in three to five years 10-15% of consumer spending in developed countries will take place through social networking sites.

World’s largest ecommerce marketplace, EBay, predicts doubling of mobile sales this year. Fashion sees the biggest growth. Britain’s top retailer, Tesco, has had an app (since October) that allows shoppers to photograph a barcode and add the product to their virtual shopping basket. John Lewis will be launching a smart phone app that will offer fashion advice and buying guides early this year.

Gaming

Side Note: Zynga, Facebook’s number one game developer, is looking to go public. T. Rowe Price and Fidelity are rumored to be raising $250 million in funding. Valuation is estimated at $9 billion. There is a rush to invest in the company (before its IPO) by institutional fund managers.