Using Facebook for Social Media Optimization

This search engine optimization tutorial will teach you some tips and tricks that you can use to increase pageviews. Specifically, you will be learning to work with (and implement) Facebook Pages.

One way of attracting targeted traffic to your website is through the use of social media optimization. One of the best opportunities you can use to implement social media optimization is through Facebook; with over 175 million users per day: http://www.marketingpilgrim.com/2010/02/175-million-users-per-day-log-into-facebook.html it can help you vastly increase your audience.

Facebook has some very nice features that webmasters can easily implement on their website. One of these is Facebook pages: http://www.facebook.com/help/?page=904. Think of Facebook pages as your portal and place in Facebook where users with accounts can visit, interact with your site’s content, like it, and even visit your website to check in for more details.

This tutorial is all about Facebook pages and how webmasters should use them for the benefit of social media optimization.

Creating your Facebook Page

The first step you need to make is to create a Facebook page for your website. Most websites still do not have a Facebook page. Do not worry if you are just getting started or do not have any fans or likes on your site. This is normal. As long as you are writing good content and presenting it properly, the number of people that will like your site will increase.

To get started, visit this page: http://www.facebook.com/pages/create.php. Take note that there are a lot of options to choose from. It is recommended that you pay attention when selecting a type of page to avoid future mistakes and confusion on the part of your Facebook fans. To properly select what type of Facebook page you will be creating, follow the following tips:

1.) If the websites are created for business purposes and you have a need to establish reputation and identity with the rest of your friends or visitors on Facebook you need to select “Company, Organization or Institution”.

One big advantage of this method is that you can list your own company or business directly in your Facebook profile. You can set this by logging into your Facebook account, then clicking “Profile”. Click “Edit Profile” then go to “Education and Work”. You can then list your company under “Employer”. The good thing about this method is that after saving the changes, your friends and visitors can see this link in your profile. When this link is clicked, the visitor will land on your Facebook page.

2.) If the websites are created for a musical artist or band, then select “Artist, Band or Public Figure”. This page allows the musical artist or band to upload music, etc. This feature is not available in other types of Facebook Pages.

3.) For non-profit websites created for charity and community, you can select “Cause or Community”.

4.) For most websites - whether for profit or content-based only – “Company, organization or Institution” is the most recommended type of page.

Let’s observe a case example: A website (www.php-developer.org) needs to create a Facebook page. The industry that this website belongs in is the Internet/Software industry. The webmaster then goes to this page: http://www.facebook.com/pages/create.php and selects “Company, Organization, or Institution”.

Under “Choose a Category”, the webmaster selects “Internet/Software”. And in the company name, the webmaster simply uses the domain name “php-developer.org”, then checks “I agree to Facebook Page Terms”.

How to Configure your Facebook Page for Best Results

The simplest way to configure your Facebook page is to follow the steps in the “Get Started” page. See screenshot below:

Of course, your Facebook page should have at least a photo and some information listed in “Info”. The following are tips that have strong impact on social media optimization:

1.) Your “Info” – This section of your Facebook page is where Facebook users will visit if they would like to know about your website. Think of the info section as a resume; it should list the following important details:

a.) Your Location- what area are your serving?
b.) What your business is all about (in “About”)
c.) A short overview about your company or website. What service does it provide? What content does it present?
d.) The description of your content and services in details.
e.) What is the company or website’s mission?
f.) If you are selling something, what products are you selling? If you are offering services instead of selling products, you can list your services in detail. At the end of this list. add a link to your site where they can contact you and discuss project proposals in detail.
g.) The official email address of your company – very important for interested clients.
h.) What is the official website URL? How else will they be able to visit your website?
i.) Your phone number. If you have a toll free number or phone lines for incoming customers, then provide them on your Facebook page.

2.) Your latest post updates on the wall. To share a newly posted blog post or content from your website, follow the steps below:

a.) Go to Wall.
b.) Click “Link”
c.) Copy and paste the newly posted blog post from your website in the text box.
d.) Click “Attach”.
e.) Under “Say something about this link”, type a description elaborating what the post is all about.
e.) Finally, click “Share”. This is how it looks:

Why are “post updates” on the wall important for social media optimization? If your website is starting to attract a number of Facebook fans and followers, your post updates will appear in their news feeds. In one particular website with only 35 “real” fans (acquired naturally) and publishing 15 new pieces of content per month, the total amount of Facebook referral traffic to the website is 86 per month. If the publishing of content per month is the same and the amount of Facebook fans grows ten times to 350, the referral traffic can probably grow to 700 visitors per month. To make this possible, only use the legitimate and natural way of attracting Facebook fans. Do not buy into services offering to artificially increase your number of Facebook fans, because quite a number of them are not real people; it’s the referral traffic that is important in social media optimization, not the number of fans.

This of course does not include if one of your fans likes or shares the story with the rest of his/her contacts; if this occurs, the traffic could increase further.

3.) Configure your landing page and prevent comment abuse. Click “Edit Info” on your dashboard and click “Manage permissions’.  You can configure the following important aspects:

a.) Default landing tab – you can set this to either wall or info. This is the first thing the user will see when they land on your Facebook page.
b.) You can decide if users can add photos or videos.
c.) Under moderation blocklist, copy and paste this list: http://www.php-developer.org/moderationblacklist.txt
d.) Make sure “profanity blocklist” is set to “strong”.

Have Your Own Facebook Username for Best Results

For best results (especially with respect to search engine optimization), you should take advantage of the ability to assign a unique username for your Facebook page. This is useful for establishing an “identity” and promoting your brand in the search results and in any activities where you will be publishing your Facebook page URL (such as on your business card).

To get started, follow the steps below:

1.) Login to Facebook and go to your Facebook page.
2.) Click “Edit Info”. Click “Basic Information”.
3.) Click the link: “Create a username for this page?”
4.) In some cases, it requires you to verify your account. Also, it requires you to have at least 30 fans on your Facebook page. Supposing you meet this requirement, this is how it works:
5.) You need to assign a username that should be the same as your official business name, domain name, or brand. Use “dots” to isolate each word. For example, if you are the owner of XYZ Legendary Widgets Corporation, then you can assign the username as:

XYZ.Legendary.Widgets.Corporation

After configuring this, your official Facebook page URL will now be:

http://www.facebook.com/XYZ.Legendary.Widgets.Corporation

Its looks professional, clean, and search engine friendly.

Adding a Like Box on Your Site

A like box is a very important tool for attracting users with Facebook accounts to like and become a fan of your website. To do this, follow the steps below:

1.) Login in to your Facebook account and then click the “Get Started” link in the sidebar.

2.) In #3 of "Get Started", you will see “Promote this page on your website”. Click “Add Like Box”. Configure your Like Box as follows (required parameters):

a.) Facebook Page URL- if you already have the username. Use the Facebook URL with username like http://www.facebook.com/XYZ.Legendary.Widgets.Corporation

Otherwise use the default (e.g. http://www.facebook.com/pages/php-developerorg/148874655176387)

b.) Width – depending on the width of your website sidebar.

c.) Color scheme – if your website has a light color (white, etc) select “light”.

d.) Click “Show faces”.

e.) Uncheck “Show stream” (this will simplify the widget, otherwise check if you like it)

f.) Check “Show header”.

3.) Click Get Code and paste it to your website template. Make sure it will appear in all pages of your website.

You can find actual working examples of the entire implementation of Facebook pages in this link:

Site implemented with Facebook page: http://www.php-developer.org/
Facebook page: http://www.facebook.com/pages/php-developerorg/148874655176387

 

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