Get Some Social Media Savvy – Part 1
A 3-Step Guide to Developing a Manageable Social Media Strategy
Welcome to the world of “I saw it on Facebook” and “I heard about that because so-and-so shared it.” Social media is everywhere and while people are still social, they’re social in a different kind of way. What does this mean for businesses and word-of-mouth advertising? It means that businesses (large and small) have to learn how to speak this new language.
Getting started with social media can be a daunting task for a business. Even if you have a personal social media account, creating one for your business requires a little more thought and strategy, yet you know you have to do it. Your competitors are doing it, and your customers might be their audience. Yes, whether you’re on social media or not, your customers are already there. Better get a move on.
We’re going to walk you through how to set up a professional and effective social media account for your business, what to post, and how to measure the results of your efforts in our 3-part series.
For the automotive industry, Facebook is the most highly adopted social media channel, so that’s what we’re going to focus on. Yes, there are plenty of other social media channels like LinkedIn, Twitter, Pinterest, SnapChat, etc., but before you dive in and spread yourself too thin, work on becoming familiar with one channel at a time.
So, let’s get started! For the first part of our series, we’re going to cover how to get your Facebook business page set up and give it a professional look.
The first step, if you haven’t done this yet, is to create an account. All you need is your name and an email address or mobile phone number. If you already have a personal account, you can skip this step. To create your page you’ll want to go to pages and select create page. You can also go directly to facebook.com/business and select create account. You’ll then have to follow these steps.
- Choose a classification- for most of you, the best option will probably be local business or place. Yes, there is another option that includes company, but this is for larger more corporate businesses. The local business classification is the best option for most independently owned local businesses.
- Choose a business category- the best option for this one, believe it or not, is automotive, aircraft, and boat. Once you’re a little bit further, you can actually add other sub-categories (automotive repair shop, tire dealer and repair shop, etc.), which will be displayed on your page.
- Add your “About Us” information- You’ll want to use this section to describe your business, what you do, what makes you unique. Try to keep this as descriptive as possible without being too long. If you have a lot of content, break it into easy-to-consume paragraphs. Make sure it’s easy to read and understand. Take a peek at what some other businesses have in theirs to get some inspiration. This section should be your digital elevator pitch.
- Add your photos- You’ll need a cover photo and a profile photo. We suggest using images that are consistent with your website branding for a seamless experience. This is our page, so you can see what our photos look like.
If you don’t have access to professional designers, try using a photo of your staff at the shop for your cover photo (people love to see other people) and a picture of your logo for your profile. Maybe your cover photo is an image of your store front so that people will recognize it. You can get creative here, just as long as your images are scaled properly, aren’t fuzzy, and look professional.
You can also upload any photos you may have to create photo albums for your page. While your cover photo and profile picture should be consistent for brand recognition, your photo albums are an ongoing visual representation of your business’ personality.
Maybe you offer some kind of custom work that people just have to see. Maybe you have pictures of your staff working, at a local event, or even having a company picnic. If you’re active in the community, create a photo album showing some of the things you and your team do throughout the year. This can be done during the page setup or later, but definitely add photos often. There’s nothing worse than visiting a page that has the same boring photo every single time you visit their page and there’s never anything added.
- Adding subcategories- Once you’re in your page making edits, you can click on about in the left side menu, and then click on edit next to categories. Local business will already be listed, but you can type in a few others (we suggest two). Maybe you want to add automotive service shop, tire and auto service, expert brake repair, etc. These will now be displayed to users, and will help people find your page if they search these keywords.
- Fill in the blanks- you’ll want to add as much detail as possible to your page. You want people to know where your shop is, so address is critical. Contact information, business hours, list of services, your website URL (critical), etc. The more information, the better.
- Add a button- you’ll have the option to add a button to make it easy for users to take an action. You can decide if you want this to be call us, contact us, send a message, learn more, etc.
Welcome to your new page! Now you’ve made it through the basic set up of your page, and will be prompted to take a walk-through of all of the features (by Facebook). We suggest that you do this because it can only make you more comfortable with your new page. Put yourself in the shoes of your customers. Does this page look professional? Do you get the impression that this is a reliable and trustworthy business? If the answer to these questions is yes, you’re off to a great start!
In Part 2 of our series we’ll walk through best practices for posting content to your new page.
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