Fallston Group

Building Strengthening & Defending reputations


Facebook is the most popular social networking site with 1.9 billion monthly users and 75% of users spending 20 minutes or more on Facebook daily. The platform allows users to post photos, share recommendations, send messages and stay in touch with family, friends and colleagues. Unlike LinkedIn, Facebook’s primary purpose is to serve the user in a social vs. professional setting. But many companies have recognized, particularly in the Business-To-Consumer space, that Facebook can provide valuable marketing tools to reach consumers and their friends. So, before your company sets out to launch a Facebook presence, Fallston Group wants you to “know what you don’t know”!

  1. Create a Company Page.  Your company page should include your logo as the profile picture and an engaging cover photo. Be sure these images are properly sized and engaging to your target audience. Since dimensions and guidelines tend to change, refer to Fallston Group’s “A Guide to Social Media” for the latest information.
  2. Carefully Assign Page Roles.  You’ll want to protect your brand by ensuring the people posting as your brand have the proper assignments and training to carry out the task. You can assign Facebook Business Page roles to the employees who have responsibility for communicating with your audience.
  3. Add an Appropriate Call-to-Action (CTA) Button.  This tool allows you to drive traffic from Facebook to another destination such as your website, a targeted landing page, etc. You’ll want to carefully strategize about the best ways to utilize this feature. Perhaps you simply want to drive traffic to your website – a “Learn More” button will be adequate. But, if you’re trying to promote an event, you may consider changing the background image and creating a CTA like “Sign Up” or “Reserve My Seat” – customized with a landing page for registration.
  4. Incorporate Video.  When you consider that 85% of the US audience watches videos online and that 1/3 of online activity is spent watching videos, you realize just how important videos are to your company, your brand, engagement with your target audience and ultimately sales! Be sure you have and post video content – and be certain that it’s conveying valuable information!
  5. Plan Your Postings.  Unless you have someone dedicated to the task, many companies struggle with what to post and how often.  Too little can create doubt in the brand, company or products. Too much can cause people to unfollow you. So, strategically plan your postings and content with the help of a social media calendar. Don’t have someone on staff? Contact Fallston Group today!


Want to kick off your Facebook presence the right way?  Fallston Group has created “A Guide to Social” with quick tips for preparing, posting and promoting your content on social media! Download your free guide today or contact Fallston Group directly.

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