Facebook bases all its interaction on two things — profiles and pages. A profile basically introduces a person, whereas a page introduces a company or business. A profile is created for an individual looking to represent himself or herself on Facebook, whereas a page is created by an individual to represent his or her company or business. The same individual can create an individual profile for himself, as well as a page for his or her company.
A profile can add friends (others using Facebook and will appear in the list of friends). These can be friends, family members, and acquaintances of the person. The page, on the other hand, can have likes and followers. Likes to refer to the number of people who like the particular page, and in turn, the company in question. These can be known or unknown people, as it is impossible to know who has liked a page.
A profile’s activity generally shows up in the news feed, as compared to a page’s feed. A person has to visit a page in order to know what is happening on the page’s feed.
There is also the option to create a group on Facebook. A group basically is a place where like-minded people can collaborate. A person can create a closed or a public group, depending on the creator’s preference, and invite others to join in. But it is not possible for a business to own a group and becomes important for one to create a page for it. A business profile can partake in a group, if necessary.
The very first step is to create a page. To do this, log onto Facebook.com and click on the ‘create a page’ button at the bottom. It will be easy if you already have a Facebook account, as you can easily create a page by signing into your existing account or you can enter Facebook.com/pages and create a page. Then, you have to understand the different terms and conditions listed.
Once done, you can enter the name of the page. Remember to take your time — don’t rush the decision. It is best to consult with friends and family before coming up with a name for the page. Facebook allows just one change of name once the page has been created.
Then, you can identify the type of business you own. You will have to choose one of the following options.
- Local business
- Organization, Company or Institution
- Brand or Product
- Entertainment (promotion)
- Cause or Community
- Artist, Band or Public Figure
Once you choose the appropriate option, you can fill in the ‘About’ info details before adding your website’s address. When you’re finished, Facebook will give you your unique URL for your page.
Then, you can choose the preferred page audience, and if you have content for people above 18 years of age, then you have to specify it to your audience. If you are not yet ready with your page, go to the settings and edit the page visibility, choosing “unpublish page” to continue editing the page without being disturbed.
Here are the different page elements you can choose:
Facebook Page Settings
Page visibility — Here, you can choose who can view your page. If you are keen on making it a private page, then you can modify the settings and make it a closed group.
Posting visibility — Here, you can choose who can post on your page. Sometimes, it’s important to limit the posts so you don’t end up with a page consisting of a million posts.
Targeting and privacy for posts — This is to capture a particular audience. It is important to gear the posts to a certain audience, so you send the message across to the right people.
Messages — The messages that your page can receive. If you are taking orders from people through your Facebook profile, then you can create filters to keep the spam at bay.
Tagging ability — People who can tag your page.
Country restrictions — People from specific countries that can view your page. Sometimes it’s best to limit the page to only those countries where your business operates, so you don’t receive spam.
Age restrictions — People of specific age groups can view your page.
Page moderation — This allows you to prevent certain words from appearing on your page, thereby staving off spamming.
Profanity filter — This is to prevent people from using profane words.
Comment Ranking — This highlights the comments with the highest number of likes or comments.
Delete a page — You can delete a page if you don’t like it and start from scratch.
Category — Pick a category for your company; this is quite important as people will find it easy to look for you.
Name — The name of your company.
Start information — The details of when your company started.
Short description — A short description of your company.
Long description — A detailed description of what your company is all about.
Company overview — A brief overview of your company such as the location, history, legal structure, management, etc.
Mission — Your company’s goal and your overall approach to realize those goals.
When founded — The date when your company was founded.
Awards — Any awards have come your company’s way. Phone number — Your company’s phone number.
Website — Your company’s website.
Once you fill in the above details, your page will be ready to roll! Here is a look at the Facebook page standards:
The specifications for your profile picture are:
- The picture must be square.
- It must be at least 180×180 pixels.
- It should display at 160×160 pixels on a computer.
- It should display at 140×140 pixels on smartphones.
- It should be 50×50 pixels on feature phones.
- You must leave a space around, so the picture does not go all the way to the edge.
- It is best for companies and businesses to use the company logo.
For the cover picture:
- It is recommended to use an 851×315 pixels, RGB, JPG picture that is less than 100 kb.
- You can use the graph provided by Facebook to crop the image to the right size. It is best to use a picture that is easy on the eyes and not too overwhelming.
Calls to Actions
- Remember that it is extremely important for you to guide your audience and tell them what to do on your page. Many people assume that people by themselves understand whatever they are supposed to do on a page; however, it pays to give them a clear instruction.
- It is best to create a “call to action” button that will allow your audience to take appropriate action. You must also expressly mention it in words to drive home the message.
Here are the specifications for Facebook posts:
- The news feed images should be 472×394 pixels and have an actual ratio of 236×197 pixels, and the image should be 504×504.
- If you need help with this specification then here are some tools that you can use to edit the picture, including Picmonkey.com and Canva.com.
- Posting to page
- You can post unique links to your page by adding them to the page.
- You can choose a picture and post it on the page.
- You can schedule your posts to publish at regular intervals.
- You can edit the picture by hitting the edit button, and you will have a glimpse of how others are seeing it.
- If you do edit it, you can copy the new link and paste it in the box.
- It is best to check all your work before posting it to avoid having to delete it after.
- It is convenient to post multiple pictures at once.
- You can add a short description to each post.
- You can easily tag people in your pictures.
- You can use the # to look for someone who has been tagged.
- You can also tag posts the same way and look for them using the #. Additional things to do on Pages
- When you upload a picture or a video, you have the option of adding your location. But it will pay to exercise a little precaution and post location only if necessary.
- The video you wish to upload should be of a certain size. You can check the limitation of the video before uploading it.
- You will be notified once your photos and videos have been uploaded.
- Remember, videos will not automatically upload the audio, and you must add it separately.
- For the event milestones tab, you can check the drop-down options and choose the options that suit your requirements.
- You can use the milestones option to read about the company, its various posts and the different people who can post on it.
- You can control the various tabs by clicking the “manage tabs” option and edit them to your liking.
- One important point to note while posting on a company page is to log out as the admin and log into your personal profile before making a comment. If you have hired someone to manage the page, they can be instructed to reply through the account or create another one.
- Remember, it is extremely important to share your business page on your personal timeline as it helps with capturing a bigger audience. After all, the main motivation behind creating a page is to gather as big a crowd as possible, so it is important to advertise it extensively to be noticed by as many people as possible.
- Remember that your page is synonymous with your company, and vice versa. You have to maintain a professional tone while posting on the page and instruct any other employees to do the same.