11 Ways to Create an Effective Facebook Page for Business
1. HAVE A PURPOSE Presence isn't enough. Align social media strategy to business goals and track them; use analytics to measure your progress.
See also Case Study: Business Goes Social, 30 Facts About Social Nets at Work Software company Rosetta Stone wants to have a meaningful presence on Facebook, but it is not leaving its interactions on the social network to chance. Instead, the firm has come up with a strategy for dealing with customers in public, one that includes repurposing some customer-service staffers and also investing in software to help monitor conversations and comments on its Facebook Wall. Building relationships at the social networking site instead of just redirecting people to a Rosetta Stone page makes it easier to connect with customers and potential customers, because hardcore Facebook users are more likely to converse on a Facebook page than they are to follow a link to an external website. In the process, says Jay Topper, senior vice president of customer success at the language-instruction software company, Facebook has become a new channel for sales. Rosetta Stone is among the first enterprises to address the challenges of Facebook in a systematic way. Is your company ready to do the same?
David F. Carr is the Technology Editor for Baseline Magazine, a Ziff Davis publication focused on information technology and its management, with an emphasis on measurable, bottom-line results. He wrote two of Baseline's cover stories focused on the role of technology in disaster recovery, one focused on the response to the tsunami in Indonesia and another on the City of New Orleans after Hurricane Katrina.David has been the author or co-author of many Baseline Case Dissections on corporate technology successes and failures (such as the role of Kmart's inept supply chain implementation in its decline versus Wal-Mart or the successful use of technology to create new market opportunities for office furniture maker Herman Miller). He has also written about the FAA's halting attempts to modernize air traffic control, and in 2003 he traveled to Sierra Leone and Liberia to report on the role of technology in United Nations peacekeeping.David joined Baseline prior to the launch of the magazine in 2001 and helped define popular elements of the magazine such as Gotcha!, which offers cautionary tales about technology pitfalls and how to avoid them.
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