Facebook already has over two hundred million users (and growing), so you can rest assured that a number of your customers are already participating on it. Recently, to extend its reach even further, the social media giant has provided the option for businesses to claim a presence. As with a personal account, the Facebook Page is presently available at no cost.

While creating a Facebook Page can be seen as a cheap alternative to building a business website, the best way to use it is to enhance, not replace, your main web presence. So how can a Facebook Page be used effectively to reinforce your main marketing messages? Following are twenty tips for maximising your social media activities.

Using Facebook to Extend Your Reach
Thousands of businesses have snapped-up the chance to create a Facebook Page. Some see it as an opportunity to extend their brand and attract new customers. Others are using it as an established channel to connect with existing customers on a more 'social' level.

Whatever your motivation, it's important to take a planned approach in order to make your efforts worthwhile. Here are some suggestions:

1. Give some thought to your account name, as it cannot be changed after you have set it up.
2. Consider who your target audience is – and where you will find them.
3. Establish your objectives and allocate resources accordingly.
4. Schedule time to review and update your Page – fresh content is key.
5. Upload an appropriate profile image, such as your logo in your business's colours.
6. Join groups in order to engage with your intended audience and acquire fans (followers).
7. Create a new group; be creative, and make it fun, different and relevant.
8. Add a 'Find us on Facebook' link to your website.
9. Place a link from your email newsletters to your Page.
10. Update the blurb box with your company slogan; summarise your ethos or USP in a few words.
11. Create an 'Events' tab to promote upcoming business events, such as seminars or workshops.
12. Set up a 'Discussions' tab to encourage interaction with customers.
13. Add a 'Photos' tab and upload product, event and appropriate staff images.
14. If you have promotional videos, these too can be uploaded to the 'Videos' tab.
15. Create a 'Resources' tab and provide extra resources to further enhance your services.
16. Select which of your tabbed pages will act as your default account home page.
17. Post status messages; your fans will see these updates on their Facebook wall.
18. Respond swiftly to fans posting messages on your wall.
19. Develop a Facebook application and make it available from your site.
20. Launch competitions to engage your audience. This can provide superb viral marketing opportunities.

Keep it Real, Really
Your Facebook Page can be an excellent resource for engaging with and building loyalty amongst your customers. Be genuine, be yourself and keep an open mind; hit the right tone and the rewards will be worth your efforts.

In conclusion, a quick word of warning: Keep in mind that social media marketing is still in its infancy. Be wary of anyone claiming to be a social media marketing guru. Instead, look for successful case studies to learn new techniques and help you to hone your networking skills. If you would like help with establishing a workable social media marketing strategy for your business, contact us.