Facebook Pages | 1

Building your presence

with Facebook Pages

Every day, millions of people all over the world visit Facebook to connect with
friends and share what they love. This guide is designed to help organizations
and public gures make the most of Facebook Pages to tell their stories to
build deep, lasting connections with their audience.
Facebook Pages | 2
This guide is designed to give you the knowledge you need to set your strategy,
create your Page, build and grow your audience, and optimize your message.
Your audience is waiting.
Introducing Facebook Pages
Facebook Pages help public gures, personalities, and organizations join the conversation, share their
stories, and build a meaningful dialogue with their supporters and followers.
Millions of people are already on Facebook sharing the things they care about with each other every
day. In fact, more than 30 billion pieces of content (links, news, blog posts, notes, photos, etc.) are
shared each month. When you build a Page, you can:
Tell your story
in your own unique voice
Share rich content
including photos, video, and links
Create a dialogue
through posts and tools that allow
people to share and engage with your
message
Amplify your impact
when your supporters and followers
share your content with their friends
Measure and optimize
your message by using Facebook
Insights to understand your audience
Measure and rene Resources
Grow your
audience
Build your
Facebook Page
Intro to
Facebook Pages
Facebook Pages | 3
Take advantage of key Page features
The elements that establish your identity
Add a compelling prole picture that highlights the subject/title
of your Page and can be easily identied in Newsfeed posts.
Prole photo Info Tab
The way you tell your story
Share photos, videos and ask questions to build a personal relationship with
supporters and followers.
Photo strip
The Publisher and The Wall
The way people connect with you and amplify your story
When people Like your Page, their friends see this action in Newsfeed and can also
connect to your Page.
Like button Like, Comment, Share within posts
The way you administer your Page
Control access to your Page, update relevant settings,
and access helpful resources within the Page editor.
Insights
Manage permission & adminstrators
Take a moment to get acquainted with the features of your new Facebook Page. Pages are designed
to make it easy for you to establish a rich identity, tell your unique story, connect with your
supporters and followers, and manage and optimize your Page.
Measure and rene Resources
Grow your
audience
Build your
Facebook Page
Intro to
Facebook Pages
Facebook Pages | 4
Intro to
Facebook Pages
Build your Facebook Page
Set your strategy
Know your story
What is your unique voice? How can you bring your story to life in a compelling, authentic and personal way?
Know your audience
Who are your supporters and followers? How will they want to connect with you? What content will be
important to them and what will engage them?
Know your goals
What kind of relationship do you want to have with the people who connect to your Page? How much time
are you willing to spend updating your Page? Besides telling your story, do you also want to use Facebook to
build awareness around your events, fundraising or drive sales? Dening and prioritizing your goals will help
you create your Page posting strategy.
Your Facebook Page really comes to life when you engage your supporters and followers. Remember,
your message reaches a broader audience when people like, share, or comment on your posts. Here
are steps to get started:

Create your Page

To get started, visit facebook.com/page and follow the step-by step instructions for creating a basic Page.
Next, follow this guide to begin making connections.
Build your
Facebook Page
Measure and rene Resources
Grow your
audience
Facebook Pages | 5
Develop your posting plan
People see your Page updates alongside posts from their friends, so share content that is personal and engaging.
Great content will spark conversations on Facebook, as people share your updates with their friends.
a) Find your voice
Be conversational, personal, and authentic. If you are an individual, take the time to post directly. And if your
Page is for an organization, nd a rst-person voice that is personal, not promotional.
Some tips:
Use a rst person voice in your posts.
Build an online personality. Engage your
supporters by highlighting one aspect of
your personality (e.g. witty or inquisitive) or
be casual like you are with friends.
Share candid, personal stories, like pictures
of you hanging out with your friends and
family, or updates from members of your
organizations team.

b) Create a conversation
Build a dialogue with your community on your Page.
Some tips:
Call people to action by asking questions in
your status updates and urging people to
post or comment.
Use the Questions app to poll your
community and get instant feedback.
Respond to the comments people will be
thrilled to know that you are listening.
Make your supporters the stars. If someone
posts something great on your Page, repost
it, thank them and respond personally.
Intro to
Facebook Pages
Build your
Facebook Page
Measure and rene Resources
Grow your
audience
Facebook Pages | 6
c) Offer a rich experience
Bring your story to life with rich content that captures your message and engages your audience.
Some tips:
Use photos and videos. Visuals are always
more compelling than text.
Create Facebook Events to highlight
appearances or campaigns. Encourage your
audience to attend and invite their friends.
Share links to breaking news, important
events, and entertaining videos.
Celebrate your milestones. For example,
once you reach a signicant number of
Likes, post a video thanking your audience
and encouraging them to share your Page
with their friends.
d) Share exclusive content
Post items on Facebook that people cant nd anywhere else.
Its easy to update your Page with your mobile device, heres how:
Use the Facebook app on your smartphone
Add your mobile phone number to your Page to text posts directly to your Page
Visit facebook.com on your mobile browser
Use email to upload photos or status updates
Access more information about mobile features for Pages within
the Mobile tab in your Page editor.
Some tips:
Take the time to post directly to your
Facebook Page; re-posting content or auto-
posting from other sources can be a turn-off.
Schedule regular posts on specic topics, like
a weekly highlight on the fan of the week
Bring your community behind the scenes
post pictures back stage at an event or give
your audience a sneak peek on a new project.
Connect with niche groups of supporters.
Use the targeted publishing feature to share
relevant posts with people in a specic
location or who speak a certain language.
Intro to
Facebook Pages
Build your
Facebook Page
Measure and rene Resources
Grow your
audience
Facebook Pages | 7
Grow your
audience
Build your
Facebook Page
Leverage your existing assets
Make your Facebook Page a core part of your online and ofine presence.
Some tips:
Add a Like box and Like buttons to your website
so visitors can view your updates and share your
content with friends through Newsfeed. Visit
facebook.com/plugins to learn more.
Promote your Page in email newsletters, business
cards, and on your website. Once 25 people Like
your Page, visit facebook.com/username to select
a custom URL.
Add a Facebook logo or a Like us on Facebook
image to your publicity and/or marketing materials.
Install the Facebook comments plug in on your blog
posts so visitors can comment on those items and
also share those comments with their friends on
Facebook.
Grow your audience
Some tips:
Suggest your Page to your friends on Facebook by
selecting the Invite Friends option when viewing
your Page.
Use your existing email lists and personal contacts
to promote your Page and begin building your
connections.
Use the Contact Importer to notify your
contacts to Like your Page for regular updates.
Cross-promote to reach more people
Some tips:
Partner with other organizations, personalities,
and brands to create co-promotions and encourage
viral sharing.
Tag a person or organization in a post on your Page,
and your post will appear on their wall and will be
shared with their community.
Intro to
Facebook Pages
Measure and rene Resources
Start with who you know
Grow your Facebook Page by reaching out to your existing community.

Develop your
posting plan
Facebook Pages | 8
Grow your
audience
Measure and rene
Measure and rene
Use Insights to optimize performance
Facebook offers tools to help you analyze whats happening on your Facebook Page so you can monitor key metrics, get
insights about your Pages visitors, and increase connections and interactions.
Some tips:
See how fast your Page is growing by
visiting facebook.com/insights or selecting
View Insights when viewing your Page.
View feedback (likes and comments) on
each individual post to better understand
what content your community nds most
appealing.
Download the Facebook Insights Guide for
an in-depth look at the best ways to use the
free tools available to you on Facebook.

Add custom apps to enhance engagement

Some tips:
Use Facebook apps (photos, events, links
and notes) to create content that can be
shared easily. This content can go viral
quickly as they attract more likes and
comments interactions, which then spread
to friends of your supporters, attracting
new supporters.
Work with a developer to create specialized
content (e.g. contests) exclusively for
people who like your Page as a way to
reward them and also as a way to grow
your community. People will have to rst
Like the Page to see this content.
Create a welcome landing page tab that
encourages people to Like your Page. Set
this landing page as the default tab for
people who dont yet Like your Page to
entice them to connect with you.
Build your
Facebook Page
Intro to
Facebook Pages
Resources
Facebook Pages | 9
Resources Measure and rene
Now you have the tools and knowledge you need to make the most of your Facebook
business Page. So start connecting with your supporters and followers today!
Promote with Facebook Ads & Sponsored Stories
Facebook Ads are the best way to build awareness of your Page and drive new fans. Visit facebook.com/sponsoredstories to take
advantage of Sponsored Stories, a paid way to amplify actions. Stories are served to friends of people who have liked your Page
or your content. You can amplify your Page and posts via several options:
Some tips:
Page Post Story: more of your supporters
will see your most recent Page post.
Page Like Story: when someone Likes your
Page, friends of your supporters will learn
about your Page.
Post Like Story: when a supporter Likes
your post, their friends will see the content.
Resources
Reporting IP Infringement on Pages
https://www.facebook.com/copyright.php
Social Plugins
https://developers.facebook.com/docs/plugins/
Page Insights guide:
http://ads.ak.facebook.com/ads/FacebookAds/Pages_Insights_
Guide_Updated.pdf
Creating your page
https://www.facebook.com/page
FAQ for Facebook Pages
https://www.facebook.com/help/?topic=pages
Terms and Guidelines
https://www.facebook.com/terms_pages.php
For more information:
Grow your
audience
Build your
Facebook Page
Intro to
Facebook Pages

Facebook Pages | 1O
Top 5 Tips
Here are quick tips to help you develop your publishing strategy and create
a dialogue with your community.
Offer exclusive content. Post sneak-peeks about latest
news and share personal stories using photos and videos.
2
Post from your phone. Add your mobile phone number to
post via text, or use a smartphone app to upload photos,
post status updates to your page from wherever you are.
3
5
Be authentic. Create fun, engaging conversations with
clear calls-to-action and encourage people to like and
share your posts.
1
Use the Questions app to solicit feedback and opinions
from supporters and followers. Highlight great responses
by re-posting it and responding personally.
4
Take advantage of apps and Social Plugins such as the
Like button, which makes it effortless for supporters and
followers to connect to your Page. Build custom tabs and
easily pull any page from your website into a tab on your
Facebook page.
5