Managing a Facebook Business Page

Facebook is one of the most popular social media websites in the world, making it an essential tool for promoting your business.

But it’s not enough to have a presence there — you need to understand your page roles and how to manage your Facebook business page to optimize its success. It’s a different set of skills from looking after your personal account and takes some extra understanding and knowledge.

You’ll need to know how to create an engaging Facebook business page, optimize it, and manage it continuously. Doing that, over time, can increase brand awareness and generate sales, driving your business forward.

So, think of your Facebook page as one of your key business assets — by investing some time into it, you’ll reap the rewards. We’ve put together this guide to Facebook business pages so you can get started with this powerful marketing tool.

Setting up and optimizing your Facebook business page

You’ll first need a personal Facebook account to create your Facebook business page. Log in to it, then go to the Facebook Page Creator.

You’ll see two options there:

  • Business or Brand and Community;
  • Public Figure.

Choose Business or Brand and click on Get Started.

Now, you’ll need to fill in your page name and category. Think about the page name, as you won’t be able to change it, although you can switch categories later. You can then enter some additional information according to your chosen category.

Add your cover photo and profile picture next. It’s important to get the sizes right so they fit the Facebook template and don’t appear pixelated. For your profile image, the size should be 170×170 pixels. For your cover image, choose 820 x 312 pixels.

Your Facebook cover photo represents your goods or services, while your company logo makes a great profile image. Ensure that the important design aspects of your cover photos are always towards the center, as the visualization could be different depending on the device being used – desktop or mobile.

You can get many options for a background image from any stock library, create one yourself, or use professional services that cover not only digital banner designs, but also a logo, and other visual items. Before saving your cover and profile pic, make sure to review or change whatever may not be the way you want it. 

It’s possible to check how your profile looks on a desktop through your mobile device as well. Most browsers have the option to show the desktop version from the cogwheel menu. 

If you’re on Safari, though, you have to access Facebook on this browser and click the aA symbol to request the desktop website. For any earlier version of iOS, you’ll have to tap and hold the refresh icon or go to the Share option.

Next, finish filling in the About section page information. In this section, select a username that will help customers find you. Be sure to follow the tips that pop up — what you include will influence how you rank in search engine results

Here, you can also set a custom URL address for your page to give it that official look and make it more easily accessible for users manually entering the page information when looking it up..

Add collaborators if other people will be helping you manage your new page — you can do this by selecting Manage and then Page access in the page settings menu. From there, you can assign roles for your business Facebook page: admin, moderator, editor, advertiser, or analyst. Give full access only to the page administrator and restrict other roles as you see fit.

You can also add Facebook Business Manager, a tool that lets you manage permissions and keep your account secure. With it, you can edit your business details and maintain a verified business status.

Additional technologies can help you see summaries associated with your account, such as Activity off Meta. Company strategies you execute in Facebook, under such circumstances, work best with ad blockers and tools that could hinder usage off.

Defining and targeting your audience

targeting your audience

Once you’ve set up your Facebook business page, you need to define and target your audience. It’s essential to have a clear idea of who your audience is so you can tailor content that speaks to them.

To do this, start by looking at your current customers and discovering who they are and what motivates them. Use the Facebook insights tool to help you do this. It will give you information about their age, gender, where they live and what they like. You will also want to identify potential new customers. Facebook Audience Insights will give similar data not just on people you are already connected with but the entire Facebook audience.

This work will help you build a picture of the person you want to target with your Facebook content.

Creating and curating engaging content

When creating organic content (content that’s shared freely) for your Facebook page, start by identifying the goal you want to achieve. Do you want to make a sale? Get customers to sign up for a loyalty program? Or get them to enter a competition? This will form the basis of your content.

You’ll also need to add photos that align with your goal and capture your audience’s imagination. Keep it simple if it’s a photo and short if it’s a video.

Now for the words. Write as if you are speaking to a friend, using everyday language while keeping the tone warm and welcoming. Don’t forget to add your call to action, which could be to click through to your online shop to see the latest stock. Or perhaps you want them to vote on a question you’ve asked the audience.

Curating your content is gathering the information you want to post and organizing it in a schedule of posts. This means you always have something ready-made to post, and your content is linked and coherent.

Responding to comments and messages

Another way to moderate and manage a Facebook business page is by responding to comments and messages. Think of it as part of your customer service strategy. You’ll retain existing customers and gain new ones by responding promptly and politely.

You can respond to comments and messages as an admin, moderator, or editor. In your responses, use your customer’s name, answer their questions, and even leave emojis if appropriate.

If you don’t know the answer to a question raised, you can still respond and pledge to get back with a full reply as soon as possible. If you receive negative comments, acknowledge how the writer feels and offer a solution.

Using Facebook Insights to track performance and adjust your strategy

Facebook Page Insights provides valuable data about your page. It’s a free dashboard provided by Facebook that lets you see detailed information about your business page. You’ll find out which of your posts get comments, likes, and shares, what proportion of your audience reads your content, and how many followers you have.

To use Facebook Insights, go to your business page and select the Insights option at the top. From there, you can click on individual tabs to get the data you need to inform your digital marketing strategy.

Integrating advanced features on your Facebook Business page

If you’re a local Malaysian business, then incorporating features like maps and videos can enhance the appeal of your page to new visitors. When you focus on the usefulness of your page and provide features like maps, payment services and video guides, you offer flexibility, facilitate conversions and engagement directly on the platform.

That way, users have more options to find your business, use your products, and make purchases, and it allows you to target demographics that you may have otherwise missed by relying on ads and posts that only focus on sales. Meta company products, including Facebook, work best through online interest-based ads and engagement, so increasing the latter can have a positive effect on your data collection.

And when that happens, you can use data that advertisers competing with you will not have, because it’ll be entirely weaved to fit what your local audience, such as in Malaysia, wants. Nowadays, Meta products for people are oriented towards keeping the user occupied more than ever before, so you can use them and review the efficiency of your page’s strategy.

Through your page management dashboard, you can experiment with the images and videos on Meta products that you post. Once you get a better understanding of user behavior, you can show your ads to people that will find them meaningful, enabling you to further develop your business on Facebook, and to provide even better content, services, and products, ultimately feeding your profits goals.

Considering cookies and data collection policies

While you may wish to run ads in a plethora of ways you can control to your heart’s content, to a big extent, that depends on the active data collection policies within the platform. This means the accuracy of your ad results relies on the amount of information you can collect from users. 

And that depends on all the users who are obliged to use cookies and similar technologies to help provide and improve Meta Business ads with data that will be used to align ads with their personal preferences. However, not all of those users use these cookies willingly.

Visitors’ ad controls vary by browser and one of the things that often concerns users is cookies by Facebook, and of course, by all other businesses, including websites and apps, that trace behavior and use it as valuable information about online advertising campaigns. There are many kinds of cookies – essential cookies, performance, functional, targeting, and so on.

Facebook offers options to users, following the general guidelines in regard to cookies and similar technologies. Those who know about controlling cookies with browser settings, extensions, and add-ons also understand that they do not have to always allow these cookies and regularly decline optional cookies. 

Note that ad blockers are users’ go-to, as well as similar technologies. To help provide a more privacy-oriented experience, developers have allowed an increasing number of people that support the notion that cookies are optional to use such tools for free. Many of them agree that sites should not use cookies as an excuse to get more than basic information about a browsing session.

This severing of control over the optional information you could have otherwise gathered does not go just for you. Data gathered through cookies from other companies on the platform also gets lost, and that levels out the playing field in terms of ads and reporting.

If you are eager to learn more about cookies, see how they matter not only in building an engaging Facebook Business Page but also an ecommerce business as a whole.

Using Facebook Ads to reach your target audience

Ad accounts are available for optimizing your business page with targeted advertising. To get started with Facebook Ads, you’ll need to go to the Facebook Business Manager page and set up Meta Business Suite by clicking on “Create an account.”

You’ll need to give your business Facebook page name and create an advertising account by clicking Ads in the left navigation bar. Based on users’ individual ad preferences, you can track the quality of the ad experience in accounts you have, and configure your ad settings to match what gathers the most clicks. Manage the connected experience in Accounts Center.

With Facebook advertising, you can create individual ads or set up ad campaigns through the dashboard. Follow the instructions on the dashboard and choose your objective, audience, and budget step-by-step.

The key to creating a great ad is to keep it simple. Gear it towards your target audience, write a short and snappy headline, add an eye-catching image, and keep the text to the point. Don’t forget the call to action at the end.

Once your ad is launched, you can also monitor its performance using the critical metrics provided. This will help you measure your ad campaign’s success and plan the next one.

When you’ve set a campaign to run for a certain amount of time, you can also set a rule to turn ads off of Meta. Knowing when to stop is also an indication you can control your information flow and manage your ad experience in accordance with your goals.

Building a community through groups and events

You can build an online community through groups and events managed by Facebook pages for business. To set up a group linked to your business page, click Groups on the left menu. Follow the instructions to set up a new group and choose a name and your privacy settings.

Add a cover photo and description, and you’re good to go. Now you can invite friends and customers of your business to join. Your newly created group will allow your customers to connect, discuss your product, and learn more about what they can do with it.

Once your group is established, you can create online events such as reveals and demos of new company products, including websites for special discounts, question-and-answer sessions, and more.

To create your event, go to the left navigation bar again and click See all, then choose Create event from the drop-down menu and follow the process. You’ll be able to choose whether your event is public or private

For public events, you can use keywords to reach as wide an audience as possible, use a Facebook ad to publicize it or share details and links to your news feed to advertise it.

Monitoring and managing your online reputation

Now that your Facebook page is up and running, you’ll need to keep tabs on its performance. This includes monitoring and managing your reputation, which involves knowing what people say about your brand, company, or product on Facebook (monitoring) and responding appropriately to their comments (managing).

You can monitor your reputation manually by trawling through all your Facebook posts and comments in response to them. To streamline the process, you can use business tools like Google Alerts or Mention to flag up comments across all your social media channels.

Managing your reputation involves responding promptly and politely to all feedback — good or bad — and offering thanks or solutions to issues raised. Even when you feel the response isn’t justified, remain calm and professional when responding to users.

Integrating Facebook with other marketing channels

While Facebook is the most-used social media platform, you’ll undoubtedly have other marketing channels you’re also using — for example, LinkedIn or Instagram accounts. You’ll want to integrate these to reach as many people as possible and engage with them seamlessly.

Integration also allows you to deliver a consistent message across all platforms, strengthening your brand and building credibility. For example, you can integrate your Facebook posts into other channels by using hashtags or sharing them directly on your Instagram account.

Share extracts of posts created for Facebook on other platforms.

The same goes for user-generated content. Quote those great reviews on all your channels to reach as many people as possible. Or use a giveaway to generate more followers and reach more people — base competition entry on following you on Facebook and other platforms, too.

You can also use a social media management tool to manage all your channels from a single dashboard, tracking the success of your ads, content, and campaigns. These tools allow you to schedule and automate tasks so your campaign will appear in sync.

Staying up to date with Facebook algorithm updates and policy changes

Facebook algorithm updates and policy

You’ll also need to stay up to date with Facebook algorithm updates and policy changes. The Facebook algorithm is a guide that decides the order of importance of posts in your news feed. It aims to show Facebook users more items they are most interested in and position these at the top of their feed.

Facebook is constantly working on and updating its algorithms. The current Facebook algorithm focuses on content from posters you’ve interacted with before, the type of content you’ve liked before (Facebook stories, videos, or posts with photos), and posts with high levels of engagement.

You can work with the algorithm to increase the amount of exposure that your posts get.

Facebook prioritizes content that is informative and meaningful to audiences. So, do some audience research to understand what the people you want to reach are liking and commenting on.

Facebook also values authentic and accurate content. This means you need to use clear and simple language when writing your posts and avoid exaggerating or making dramatic claims about your product.

You should also post your content when more of your audience is online — social media management platforms can help you do this. You can learn about the latest updates to the Facebook algorithm and other policy changes on the Meta Newsroom site.

Frequently Asked Questions

How often should I post on Facebook?

It’s a good idea to post on your Facebook business page at least once a day. If you’re going to post more often, then space out your posts at different times of the day.

Remember to keep your content high quality and relevant to your audience, no matter how often you post.

What happens if I go on vacation?

It’s essential to have a constant presence on Facebook so that your business remains in the minds of your audience.

If you’re going on vacation, delegate posting content to your designated admin or editor. Moderators can respond to and delete comments.

I need help with all my ecommerce tasks — where should I turn?

Maintaining your Facebook page is just one of the many tasks in running a successful ecommerce business.

If you need help managing your ecommerce operation, check out the options NEXT BASKET offers. We’re an online platform service provider for ecommerce, offering help and support with a wide range of tasks, from uploading stock onto your website to digital marketing in various channels. Reach out to us to know more.

Can we select the cookies users use when it comes to my Facebook Business Page ads?

No, cookies are regulated by the site owner. In this case, you are required to use Meta’s conditions for advertising. As users, we can all choose the optional cookies we use, but as businesses, we can only control those cookies that are necessary for our sites.