(MKTG 347) Week 4 - Facebook Pages

Chapter 3 of CASA Marketing Intro to Social Media Marketing by Todd Kelsey discusses Facebook and how creating a Facebook page for business has both pros and cons. By now most people know or have at least seen a  Facebook page before. Facebook is basically a mini website for yourself or business. The only difference is that you do not get to design the website rather Facebook has its own setup for you. Something important to keep in mind when setting up a Facebook page is that you can change the URL to something shorter. Typically when you create a page your URL is extremely long with random letters, however you can change this to something that is shorter and relevant. For example, if you had a dog business called Top Tail you could change it to Facebook.com/toptaildogs. This will make it easier for customers to get to your page. Something else that is important to keep in mind is that you should post a profile picture and cover photo on your page so that people can see who you are when they land on your page.

The next section of chapter three discusses the importance of understanding Facebook's business model. At first you were able to create a Facebook page and then your page would be promoted based on the amount of likes you had. However, as Facebook realized that they needed/could make money off of this they began charging people to boost their posts. Kelsey does mention that it is possible to be successful without paying to boost but in the end the success may be short-lived.

Something important to keep in mind when using social media is your ROI. It is easy to get caught up in the hype of having a social media presence but in the end, if it isn't benefiting your businesses you shouldn't be using it. There may be a different social media site or even a different type of advertising that suits your business better than being online. One way to track your ROI is to either connect your page to Google Analytics or to use the Analytics that Facebook provides you with. When you go to your page you can see to how many people your page was served too. This will show you how many people potentially saw your page. However, this will not show you how many people actually viewed your page or how many people actually did anything when they got to your page. It is always important to remember that tracking ROI can save you in the end.

Citation: Kelsey, Todd. CASA Marketing: Intro to Social Media Marketing. RGB Press. 2015. Print.