Sunday 22 May 2011

Creating a Business Page on Facebook

As Facebook currently has more than 500 million active users (Facebook, 2011), having a presence on Facebook is an ideal opportunity to network on the web. It would be foolish for a business not to be represented on Facebook today.

Facebook has two types of accounts:

• A Facebook Personal Profile is the account which is set up when you register your personal details. These accounts are designed to represent an individual.
• A Business or Organisation page is designed to allow businesses and organisations to have a presence on Facebook and have a connection with their fans or 'likers'.


Getting it right
It is really worth getting it right when you start off. Facebook definitely wants us to have only one personal profile. While using a personal profile page for a business works well, Facebook does discourages this. No number or symbols are allowed in the name of personal pages, which maybe needed for the name of business or organisation. People tend to try to get around this by placing the name of the business they are representing within their own name, but as personal profiles are allowed only a handful of name changes, at some point, the name will not be able to be changed. This is not ideal if, for example, the employee whose name it is leaves the company or organisation.

Facebook also warns the user (see below), when changing names, that all their accounts, personal and otherwise, can be closed down if they are found to have more than one personal profile page, as this is violating the conditions of Facebook usage. This is an undesirable situation for both the individual and the business, therefore setting up a business or organisation page from the start is the way to go.



Business or organisation page with Verses without a personal profile
There are two ways to produce a business or organisation Facebook page.
• Create a business page not linked to a personal profile.
• Create a business page through your personal profile.

Creating a business page which is not linked to a personal account has limited options compared to those linked through a personal account. Business pages are designed for individuals who only want to use the site to administer Pages and their ad campaigns.

Business accounts by themselves do not have the option to 'Like' other business pages, which allow you to make useful links with other business or organisation pages—people tend to like people who like their page helping you to broaden your network.

The search facility is also restricted, reducing your ability to search and view other pages on Facebook, giving limited access to information on the site. An individual with a business account only can view all the pages and Social Ads that they have created, and they will not be able to view the profiles of users on the site or other pages. In addition, business accounts cannot be found in search and cannot send or receive friend requests.

They do allow people to like your business page, and the ability to update your status, write on your wall, post photos, links etc.

When a business account is linked to a personal profile, you have all the functionality of your personal profile account and the business page. There is also the option of using Facebook as solely the business page, with business page restrictions, by selecting the 'Use Facebook as Business Name' option on the right hand side of your business page (see below).

By doing this you can add posts or reply to posts in the business name and not your own, which is useful if you want to comment on posts as the business.

This can be reverted back to full functionally through your personal account by selecting 'Use Facebook as Personal Name' in the same area (see below).


Creating a business page
1) Creating a business page not linked to a personal profile.

• First go to Facebook.com and click 'Create a page for a celebrity, brand or business', in small text under the Sign Up form or click the following link which will take you to the same screen: http://www.facebook.com/pages/create.php?campaign_id=372931622610&placement=pghm&extra_1=0.
• Select a category and a name for your business or organisation page. Note that the 'Local business or place' requires an address also.
• You should then have business page which is not linked to a personal account.


2) Creating a business page through your personal profile.

• Login as yourself to your personal profile account and in the 'Search' box at the top of the page and type in 'Create a new Facebook page', or paste in the following URL: http://www.facebook.com/pages/create.php?ref=ts
• Select a category and a name for your business or organisation page. Note that the 'Local business or place' requires an address.
• You should then have business page which is linked to a personal account. It is worth noting that the fans of your business pages will not be able to view or have access to your personal profile.
• Below is an example of a business page linked to a personal profile.


Multiple Admins for Business Pages
Once a business page is created, the person who created the business page can add other people as admins of the page, by going to Edit Profile and Manage Admins. This allows the page to be administered by more than one person, which is ideal if other people need to be able to edit the page, for example if someone leaves the business/organisation or if information needs to be updated on the creators days off. Admins show up on the top right-hand side of the page.


Business Pages Extras
Business pages allow some functionality which personal profiles do not have.

Third party developers will build an array of applications that they will compete for Page Admins to add to their Pages. Facebook Pages are also not subject to a fan limit and can automatically accept fan requests.

There is also the option to 'View insights' and 'Promote with an advert', both found on the right hand-side of the page.

'Promote with an advert'
For a fee you can create your own ad campaign in Facebook. You can target your ad by location, sex, age, keyword, relationship status, job title, workplace, or college. As you select each targeting criterion, Facebook we will display the approximate number of users that your targeting encompasses.

'View Insights'
Insights offers page admins a way of viewing a keeping track of the users and interaction of pages and apps. By understanding and analysing trends within user growth and demographics, consumption of content, and creation of content, Page admins and Platform developers are better equipped to improve their business with Facebook.