Denver Social Media: New Rules for Facebook Marketing, Part 2

Mike Hanbery - 3.24.2011 11:00 AM

In Part 1 of our series, we tackled a couple of fundamentals. Now we'll tackle some FAQ's about the most recent changes to Facebook Pages.

Do I love or hate the new Facebook Page?
You love it. First of all, I can't help but notice Facebook changes stuff frequently without asking us, so if we decide to embrace the changes, we'll spend more time smiling about them. If we don't, we'll just be a bunch of grumps sitting by ourselves in the break room and later we'll come around to realizing just how silly it was to get grumpy about Facebook instead of all the really good reasons life provides for grumpiness AND we'll still have to figure out how to leverage the changes to our benefit.

Three Reasons You Love the New Facebook Page Functionality
1. You can take on the identity of the Page.
Now, the Page can act as a person on Facebook. It can have its own personality and make comments on other Pages leaving its own thumbnail. Is there a business with which your business would like to interact? Go to your business's Page, on the top right, click, "Use Facebook as (your page name)," and start acting like you've been here before. Have you ever dropped off your kid at school and minutes later been in a business meeting? How about hanging up with your personal financial adviser to take a sales call? Right, so it might be a little weird at first but it'll be a pretty shallow learning curve. Your Page has its own Profile, with its own messages, updates, etc., etc. Just like you do.

2. The ownership issue is resolved.
Once upon a time, somebody at your company started a Facebook Page but she doesn't work there anymore and nobody knows exactly what the password is and she didn't make anyone else an administrator before she left. Or, an agency set up your Page and you've decided not to continue with that agency. Or, you created an email address just for the Page and the more you think about that the less sense it makes...Never encounter this scenario, or anything similar, again with the upgraded Facebook Page! We still recommend multiple administrators including at least two from the client company, but that has changed from a fundamental requirement to a best practice for backup.

3. The Page has its own news feed.
Your Page can now "like" other Pages, meaning the status updates that come from those businesses make up the news feed on your Page's Profile. Ever heard this story? Dad hires son, son is not working out. Dad calls son into his office. Dad is wearing a hat labeled, "CEO." Dad tells son, "I'm sorry, but we've decided to let you go." Dad removes "CEO" hat, puts on another hat labeled, "Dad." Dad now says, "Son, your mother and I feel terrible that you lost your job and want you to know we love you and we want to help." This type of separation is enabled in Facebook. Consume and share items of personal interest from your personal profile, then click over to your Page and do the same thing from your company's brand identity.

The Business Opportunity
Brand identity and the development and proliferation thereof. Ownership of your assets. Separation of personal and professional.

Join us (Won't you?) for Part 3: How Do I Get My Stuff in Your News Feed?
 

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