Do you want to get more exposure to your Facebook Page? Typical means for promoting your Facebook page include hyperlinks from your web site, inclusion in your employees’ email signatures and promotion from your other social networks (e.g. Twitter). While I might be stating the obvious, what about leveraging Facebook itself? Here’s how.
Find Related Pages
As the “owner” of a B2B Facebook page, you ought to be intimately aware of “adjancent” Pages in your space. This may include pages for your partners, publications that cover your space, associations where your target audience gathers or fan groups who assemble around topics relevant to your business.
From here, switch to “page mode” in Facebook, which allows you to visit other pages on behalf of your brand page. Go to Account -> Use Facebook as Page, and then select your brand page. Once you’ve done that, “Like” pages related to your industry.
Link to Related Pages When Relevant
When linking to related pages, be sure that your content (or wall post) is contextual to the destination page. If “fans” of the destination page feel like you’re intruding, then you can damage your brand, and the reputation of your brand page.
Let’s say there’s an association in your industry and they have their annual meeting coming up. They’re heavily promoting the registration page for the meeting. You could post a link to their registration page, then hyperlink the association name (in your wall post) to their Facebook page. You do this by prepending the “@” character to the name of their Facebook page.
Assuming the destination page permits wall posts from users, then your post now appears on your Facebook Page and the association’s page. Give yourself a pat on the back – you’ve just given some “love” to the association and “promoted” your existence to all of the associations “fans” (Likes) on Facebook.
The Power of Facebook “Post Linking”
I call it a “Post Link” when an entry on your Wall gets cross-posted to another brand’s Facebook Page. This is an easy but powerful way to expand the reach of your Facebook presence – now, fans of the “linked to” page may choose to “Like” your page and engage with you there.
On Twitter, it’s like distributing your message to another user’s followers, something Twitter doesn’t allow you to do (without the other user taking explicit action, like a retweet).
While the power is in your hands, with great power comes responsibility. Proceed with caution, and ensure that your “post linking” creates value to the destination page – and, is highly contextual to that page. If done well, you can grow your Facebook footprint by a few feet (or more).
Post contributed by Dennis Shiao