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Why should someone Like you on Facebook or Follow you on Twitter? The answer is not a description of all the high points your program/company/cause has to offer. What is the value proposition of connecting to the social profile of your program? What will a person gain by interacting with you there? How can you clearly communicate that message to potential fans and followers?
Today we will focus on creating a Facebook Page for your program. A Page is different than a personal Profile.
Go up to the search bar on any part of Facebook. Type Create New Facebook Page and you ll be presented with an option to create a new Facebook page.
You will be taken to a screen to choose what type of Facebook Page you would like to make. Different Pages have different options in the menu section (i.e. a Page for a Movie will have a blank for the Director, Producer, and Actors; a non-profit would not have those options).
For this example we will create a a Non-Profit Organization called Super Awesome TDM. Check that you agree to the Facebook Pages Terms of Service and click Get Started.
You will be taken to your new Facebook Page. The first tab shown to new page creators is the Get Started tab. This presents you with some initial options to choose. Only Page Admins can see this tab.
Your first option on the Get Started tab is to add a Profile Picture. This is no different than adding a Profile Picture to your personal profile. Keep in mind that the icon next to your updates will be a square image. If what you upload is rectangular some of your photo/logo may be cut off. (More on this later.)
If you have a web-based email account (Gmail, Hotmail, Yahoo, etc.) you can easily invite people who are in your address book. If you use Outlook or something similar, you can create a .csv file from your address book and upload it.
You will see an Edit Page link in the upper right-hand corner of your Page when you are on one of the following 3 tabs: Get Started, Wall, or Info. Use this to edit the various options of your Page. Note that once you are on any of the editing screens you will see a View Page link to return to the frontend of your page in place of the Edit Page link.
Upon clicking the Edit Page button you will be taken to the Manage Permissions tab. There are several important options here. Before you launch your Facebook prescence you may want to check Only admins can see this page so no one finds your work in progress accidentally. Under the Wall Tab Shows option you can select to show only your posts by default or all posts by your Page and your fans. You may also set options for what kinds of content users are able to post to your Page s Wall.
There is a checkbox on the Manage Permissions tab asking whether you want to Expand comments on stories. This is what that looks like. When comments are expanded you will see the most recent comments without having to click a link. Comments not expanded will always be hidden, but can be seen by clicking the view link.
The Your Settings tab refers to how your personal Facebook profile will interact with your Page. If you uncheck the first box, your Comments, Likes, and other posts to your Page will come from your personal profile. If you leave it checked, those posts will come from the Page. Only posts from your Page will be seen by your Fans. You can toggle this option as needed. The second sets your email notification preference.
Most of the blanks that you ll find on the Basic Information tab are self-explanatory. Fill out the information that you would like to make available to your Fans under the Info tab of your Page.
Setting a Username is extremely important. As you can see in the slide, it will transform you long, difficult to remember Page address into something clean and easily marketed. Also, decide whether you want to add your address. If you do, it will create a Location in the Facebook Places database into which people can check in.
We ve already set a Profile Picture, but this fourth menu is where you would go to change it in the future. There is one additional important feature: the Edit Thumbnail option.
If you are using a rectangular image for your Profile Picture, your best bet is to drag the image to adjust it to the part of the picture that looks best as a thumbnail. If you are using a square image you may want to use the Scale to Fit option, shown in the slide. It will cause the entire image to be show in your thumbnail. The Scale to Fit option is available even if you have a rectangular image, but using it with such an image will create a significant amount of white space around your Profile Picture.
The Featured tab is a great way to feature other Pages and the admins of your Page along with the rest of your Page content. Just like a Facebook user can Like a Page, Facebook Pages can Like other Pages. They will appear in the left-hand sidebar of your Page. It will display 5 of your Liked pages at random, but here you can set certain Pages always to appear on that list.
To Like a Page with your Page, follow the instructions on the slide. (Note: If you are the Admin of more than one Page, you will be prompted to select which of those Page(s) you would like to add this Page as a favorite.)
Once your Page has Liked another Page, you will have the option to add it as a Featured Like.
Now that you ve Liked some Pages with your Page, select which ones you would like to have always appear on your Page s sidebar.
You may also select any number of your Page s Admins to appear in the left-hand sidebar as Featured Page Owners. Note: This will provide your Fans with a link to those Admins personal Profile.
As you can see, Featured Pages and Featured Page Admins will appear on the lefthand sidebar of your Facebook Page.
The Marketing tab is where you find options to purchase advertising spots on Facebook to publicize your Page. This is also where you will find the code to add a Like Box to your website.
Under the Manage Admins tab you can add or remove Facebook users as Admins of your Page. Note that you can only add Admins with whom your personal account is Friends.
It is possible for you to add a new Admin to your page who is not a Friend of your personal account. Follow the steps on the slide above.
Facebook allows you to add Apps to your Page to give it additional functionality. By default you Page comes with 5 Apps made by Facebook: Photos, Video, Links, Events, and Notes. Click on the Browse more applications link to begin the process to add a new app.
This is the App directory. In the search box in the top left you can input a search term to find the type of app you want.
In this example we searched for a Discussion Board app. A long list of apps came up. We re going to use the first result, an app that was developed by Facebook. The advantage to using apps developed by Facebook is they will receive appropriate updates from Facebook as the Pages product is updated over time. Some third-party developers are very responsive to these changes and update their apps accordingly, while others are not.
To add this app to our Page, follow the instructions in the slide.
Notifications are useful to let Admins know when there has been new activity by users on their Page..
One additional note on weight. Different types of content are weighted differently. New features such as Questions and Places are given the highest weight. Next come Photos and Videos. Then internal link
As you can see, 3rd party applications have the lowest weight of all updates. Keep this in mind when choosing whether or not to auto-post your updates to your Facebook Page.