Small Business Resource

More than 500 million people use Facebook today.  Of those, over 250 million users log in and update their Facebook pages or statuses more than once a month. This social networking channel has gained worldwide acceptance as the way to communicate with like-minded people. What does that mean for entrepreneurs?  Small business owners who understand the value of entering this dynamic, interactive environment have much to gain.

Facebook successfully personalized the online experience. Everyone with a Facebook account can easily claim a small piece of cyberspace to express likes, dislikes, inspirations, aspirations, beliefs and values.  Where else can a marketer find so much self-disclosed information about potential customers?  If you have defined your niche and you know your customers, then you can use your Facebook business page to build your network and reach your audience.

Ads and Targeting Ability

Facebook allows you to create ads specifically targeting its users based on their profile information.  Although these ads are short — 25 characters in the headline and 135 characters in the body — there is additional room for your website’s URL.  After you have written your ad, you can choose who will see it based on location, age, likes and interests.  The more choices you add to the likes and interests category, the more narrowly you define your audience.  As you add these parameters, you will see the number of users who fit these categories displayed to the right.

Social Plug-ins and Integrating Your Website

If the person visiting your website is also a Facebook user, you can personalize the visit   by using social plug-ins.  For example, the “Activity Feed” shows a visitor the most recent Facebook activity by friends.  If there isn’t enough activity going on at the time a visitor logs onto your site, then the user will see recommendations for pages on your website that they may find interesting.

You can display chosen features of your website on Facebook and then include portions of your Facebook page on your website.  The simplest way to integrate is to add a “like button” onto the main landing page of your website. “Liked” pages on your site are added to the user’s profile, extending your reach to an additional network each time this happens.  You can also add a “log in button” to allow visitors to log into their Facebook page from your website.  This feature shows pictures of their friends who have also logged on to Facebook through your site.

Start a Facebook Group

With a Facebook group, you can generate awareness and lead discussions about topics that relate to your services or products.  The first step is to invite members of your network to join the group.  Next, each person receiving your invitation can in turn invite his or her own network to join.  This virtual web of connections makes it possible for a well-crafted message to go viral.

As with all marketing and advertising channels, though, careful planning is essential to successful implementation. Make sure you have properly identified your market, such as small business owners.  Use that knowledge to create your Facebook messages and events.  Create and launch a few test ads to measure results.  Assign someone to update your Facebook business page with new images and statuses every day.  Then you can integrate the interactive elements of Facebook into your website.  You will see that Facebook ads, social plug-ins and groups can drive qualified traffic to your website.

This article was written by Lori, a contributing writer.

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