Creating a Facebook page for your business can be a wonderful way to get your name out there, expand on the customer base you already have, or even hook a new demographic. That being said, it’s important that you’re aware of the way you are portraying yourself online. Many of us have heard the old adage of being unable to “see the forest for the trees.” In other words, it’s sometimes hard to look at the big picture when you’re too close to the situation. This is why it is important to take a step back from time to time and evaluate your brand from an outsider’s perspective.
Ideas for self-auditing are plentiful on the internet but often, a task like this can be overwhelming. We’ve broken down several simple steps to get you started.
1. Make everything fit nicely.
Facebook makes it very easy to format pictures so that they look professional on your page. Social Media Examiner has several tips for improving the professional appearance of your profile. One major thing to keep in mind is visibility. Using fonts that are too busy, grainy photos, or images that don’t fit well or cover text will ultimately leave you looking disheveled. Make sure that every picture and word you post is something that you want to be associated with your particular brand.
2. Mind your manners.
The above article also talks about enabling replies on your Facebook page. What a quick and handy way to keep in touch with clients and potential customers! However, it is essential that you always maintain a courteous and professional manner, even if an individual has chosen to behave inappropriately. That famous line in the Miranda Rights could not be more true, especially over the internet: “Anything you say can and will be used against you in a court of law.” Furthermore, once something is on the internet, it can prove very difficult to remove. Treat your Facebook page with the same professionalism you would any other business communication.
3. Imitate Switzerland: Stay Neutral.
Charles Schultz once said “There are three things I’ve learned never to discuss with people … Religion, Politics, and The Great Pumpkin.” Okay, you might have a little leeway on that last one. As to the first two topics, neutrality is probably a wise decision for your Facebook page unless your business is specifically oriented around either politics or religion. Otherwise, it’s best to steer clear of touchy subjects so as not to alienate current or potential clients.
4. Mix it up.
Easy, there. There is a way to doodle outside of the box while keeping your wits about you! This article on LinkedIn talks about breaking up the potential monotony of daily posts by including “a variety of content.” Let’s say you’re a plumbing business and all you ever post are pictures and videos of clogged drains. For one thing, those posts are going to get repetitive very fast, and second of all … gross. Luckily for you, there are plenty of well-written blogs, articles, and fun facts to be found on the internet, just waiting for you to share them on your page. As always, just make sure that everything you post is in keeping with your brand and desired reputation.
5. Add a CTA.
This article on Hubspot recommends the addition of a CTA, or ‘Call to Action,’ which is easy enough to accomplish in a daily or weekly post. Simply adding “Call now” or “Visit our site” gives the user more direction on the action you would like them to take. When you think about it, what is the phrase that generally transports guests from standing awkwardly on your porch to feeling welcome on your living room couch? “Come on in!” Facebook has taken this idea and run with it so that now, you can add a CTA button to your cover page, where it is easily accessible to your potential and current clients. Simply choose the call to action that applies to your business and await the cyber stampede!
The word ‘audit’ really doesn’t need to raise your blood pressure. As long as you are diligent, making sure your Facebook business page is a good reflection of your brand should not be a stressful undertaking. Just think of this as giving your car a good tune up to make sure that it’s running smoothly, then buffing it out to a brilliant shine!