Dec 4th 2013
By Michael Alter
Facebook company pages are created for many reasons, such as for building followers, increasing visibility, communicating, and branding. Facebook company pages are great when they are managed in a way to help you achieve your goals, while encouraging communication and generating more synergy between your accounting, tax, payroll, or bookkeeping firm and your followers.
Taking steps to make your Facebook company page great will increase the exposure of your business, which could result in increased sales. "Likes" for your Facebook page are similar to word-of-mouth advertising. This is how it works: When someone likes your Facebook company page, that person's Facebook friends can observe that like in that person's News Feed time line.
While getting likes for your company Facebook page is good, the next level of success in your movement toward great networking occurs when those who like you take action and participate on your Facebook company page. This is the beginning of a social media two-way relationship that can lead to increased sales if continually nurtured. Whether those who like your company page engage by commenting on your postings, uploading a photo or writing a post on your timeline, their activity will be visible on their news feeds for all of their friends to see.
Creating a Facebook company page is the first step in carving out an online community where you initiate and moderate the conversation. Getting started is easy, but once you start with a company Facebook page, you cannot stop.
Consider these five tips for making your Facebook company page great:
1. Use every opportunity to ask for likes and promote your page. Take every opportunity to promote your accounting firm's company page, including having everyone add it to company e-mail signature lines, business cards, and collateral (e.g., letterhead, brochures, mailers, etc.). Once your page is set up, use the invite option and a direct message to encourage all of your friends to like your Facebook page. Go after this with the mind-set that there are never enough likes or people following your company page. Consider this article published in Forbes – "10 Steps to Create a Facebook Page that Gets Likes."
2. Create a combination of content to make your page interesting and useful. Use your company Facebook page as a place where you celebrate milestones, post facts and photos, tag people in photos, and link to resources. Post a variety of content your target audience would like to see.
3. Timing matters. There are better and worse times to post on social networks. Consider your customers and services and post at a time when your target audience is active and monitoring social media. You might have to experiment with different times and days to see which postings get the most response. Be selective in your posts; sharing too often and too much will turn people off. Research is constantly surfacing from subject-matter experts suggesting the best times to communicate with your audience. Take a look at this "Best Times to Post on Social Media" infographic from Social Media Today.
4. Get followers to post on your company page and answer every post. Facebook is all about the conversation. Your company page is for developing a community and instigating and monitoring a conversation. Once you start the social media conversation, you should not stop it.
5. Posts should include calls to action. Spark engagement from your followers by posting items that ask them to take action. Doing this moves followers from being passive to participatory.
Read more articles about Facebook.
About the author:
Michael Alter, payroll expert with an MBA from Harvard Business School, is a nationally recognized spokesperson providing thought leadership and sensible advice to help accounting and payroll professionals build deeper more profitable relationships with clients. Alter, president of SurePayroll, writes the Trade Secrets column on INC.com and is frequently published in Bloomberg TV, Wall Street Journal, and Entrepreneur Magazine.