. Identify your goals
First of all, businesses should know what they want to achieve using Facebook as a marketing tool. Using Facebook is not a necessity for all businesses. In fact, some businesses, like those engaged in B2B, are probably better off using LinkedIn as their social media marketing tool of choice.
Before you start formulating a Facebook campaign, goals should be set and expectations measured and evaluated. Starting a Facebook Page and being successful takes a while. A business can’t expect to get 10,000 likes right away.
In addition, Facebook will definitely lead people to know more about a business, but figure out exactly what type of limelight a company wants to have with this social media presence. Will a company use its Facebook page to have more interaction and engagement among its customers and fans? Will a company use the page to promote its products or limited offers? Will a company use its new page as a venue for customer service or public relations?
A company should also try to figure out what kind of feedback they want to get from their customers. They should decide what feedback they need most regarding their products or services. Also, they should consider figuring out what demographic they want to reach out to through their Facebook page.
Return on investment (ROI) expectations is also important. Obviously, business persons want to know how much they will get out of their Facebook marketing investment. However, it is important to understand that ROI measurement through Facebook is done by obtaining better feedback from customers, growing word-of-mouth marketing and learning more about the needs and wants of customers.
