Happy Monday! We're back again with another post in our series on social media optimization. In case you missed it, last week we talked about how to improve your Twitter profile so that it's more appealing to both other Twitter users and Twitter's search engine.
Today we'll take the same approach: not only will these tips help improve your visibility in Facebook's Graph Search, they'll help Facebook users find out more about you easily and quickly.
While users may 'Like' your page for the content you post, you still want to offer more than that. (click to tweet)
There's so much to Facebook pages besides the Timeline. Sure, new posts appear in the News Feed, which is where users spent 40% of their Facebook time in 2012. But there's also your 'About' page, which can serve as an information hub for your business, as well Facebook Page Apps. I can't even tell you what you can do with Facebook Page Apps because the possibilities are endless if you decide to create your own.
So, as we said last week, the content you post is just part of your presence on a social network. There's a lot more, especially with Facebook. How can you optimize all of that information? Here's a start:
Use a Recognizable Profile Picture
Social media content is similar to blogging content in that it shouldn't all be about you. It's a fantastic idea to post pictures of your employees, your customers, and other things. But your profile picture should always be something that can be easily associated with your business. I recommend that your logo or other aspects of your branding be present in all profile pictures.
Why is this a good idea? When a user is scrolling quickly through their News Feed, your profile picture will catch their eye better than your page name because our eyes are drawn to pictures more than words. You want people to see the profile picture and associate it with your business. If the picture has your employee or customer of the week with no clear branding or logo, they won't recognize you.
Complete All Applicable Sections
As with any social media profile, the more information you add, the more information users can find (obviously). The most important fields to fill out are the descriptions (both short and long), category, topics, and all contact information. The category and topics lets Facebook know what your page is about and when to show your page in Graph Search results. The descriptions are where you can go into more detail about your business to let users that come across your page know what you do and more about your company. Some of it will even make it onto your Timeline:
When it comes to contact information, a lot of page admins think it's fine to just list a website. After all, the rest of your contact information can be found there, right? True, but you want to make all information as easy as possible to find. So go ahead and list your website, along with any other applicable information.
Add URLs Where It Makes Sense
Adding a link to your website in your page's contact info is absolutely necessary. But did you know that you can add more than one link to that section? As you see in the picture above, you can add multiple links. We chose to add the URLs of the social networks we're most active on, but you can also link to specific product/service pages, your website's 'About' page, the company blog, etc.
You can (and should!) also use links in other sections of your page. In addition to using links in posts and photo captions, they can be added to sections of your 'About' page, as well. As you can see in the picture of our page's short description (two photos up), URLs entered into that field become clickable links. If you have pages for each of your products or links for more offers, you can add them in the 'Products' section, like HubSpot does:
For brick-and-Mortar Businesses: Link to Location
Did you know that there's a difference between a Facebook Page and a Facebook Place? If you're a business with a physical location that your customers go to, you definitely want both, and you want them to be linked. You can tell if they're linked by going to your page and seeing if there is a metric that shows the number of people that "were here" (meaning Facebook check-ins).
By associating a place with your page, you're allowing users to "check-in" to your business when they visit its location. It also avoids the confusion of having two similar search results showing up when someone is looking for your business on Facebook. If you don't have a place for your business, or if the place and page aren't connected, you can find directions to fix that here.
These four steps will get you on your way to a perfect page. Coupled with good content and an attentive admin, your community should be able to find everything they need on your page. If you have other tips, leave them in the comments.