The first time I made a non-personal Facebook page was 2012. I just took on the role of managing the social media accounts for a student organization and, like most millennials, I thought I was already a pro at Facebook.

I soon realized that growing a Facebook page for a brand is a lot different than using Facebook as a traditional user.

While the setup process is pretty straightforward (click here to create a page), here are a few tips to keep in mind once your page is published and there are no linear ‘next steps’ to follow.


1. Start Here – Basic info & link set-up

HOLD IT, hold it… I know what your first instinct probably is: ‘invite people to like this page!’…. not so fast, speed racer. While it’s tempting to start inviting people right away, that comes later.

The first step you’ll want to do is fill in as much information under your ‘About’ tab as possible. This includes both your short and long description, website link, mission statement, products and other basic info about your business. This is pivotal not just so people understand the basics on your company but it also helps with SEO since you’re putting in some keyword rich info about your business, product or service.


2. Banner and profile images (Branding 101)

Whether you’re creating a Facebook page for a large corporation or creating a page to simply share your hobby, your banner and profile photos are very important.

Profile Photo: Whenever you comment, like, share or do any public action on Facebook your profile photo shows up which is why using your logo here is a great place to start. A photo of a person, product or a place gives little context when viewed alone – logos have depth beyond surface value.

Banner Image: Your banner image can be a number of things and this is more of a subjective decision based on your company and target audience but using images with your product, your product’s end environment, a picture of your storefront or similar images all work great. If using text on your image use it sparingly and always be cognizant of color schemes and fonts that best fit your brand standards. Your banner image is always viewed next to your profile photo so adding your logo to it is less important but doesn’t hurt.


3. Create new or share existing content

Next, share or create what I call ‘Foundation Content’. Foundation content can be photos or videos but it should always answer these few things: Who are you? What do you do? Why should people care?

This is the who, what, where, when, why of your business; your elevator speech. If someone visits your Facebook page they should have answers to most or all the above questions within the first few seconds.


4. Decide your Call to Action – What do you want visitors to do?

Call a salesperson, try a demo, buy a product, join your mailing list, visit website, etc.

Whatever action this is, make it obvious on your page and use Facebook’s built in ‘Call to Action’ feature to guide users to take a specific action that gets them closer to becoming your customer.


5. Invite people to like your page 

Wooo! You’ve made it to the fun part – inviting people to like your page. A word of caution though, ‘Likes’ and ‘Followers’ are only as valuable as the methods you use to acquire them.

You can invite friends and family to like the page, but if they aren’t people who’d buy your product or service, they’re just fluff followers.

In the beginning, it’s better to have some followers than zero followers so inviting a few friends and family members to support you is fine.


6. Keep active – Social Media is a contact sport

Once you have your page set up DO NOT just let it sit. Networking is a contact sport and social media is no exception. Engage with your audience, ask them questions and answer theirs. Post new content at least twice a week and keep offering value for your following. Create and share relevant, high quality content and always be mindful of what types of content perform well and those that don’t.


If you’re interested in outsourcing content creation or social media management feel free to shoot me an email at