The call goes something like this.

“Elizabeth, this is Joe. I have a question for you. Are you a Facebook Junkie?”

Silent pause. Private thought… junkie… addict…habit… Hmmm, I check Facebook several times a day. It has become a habit like washing my face and brushing my teeth. The answer…

“Yes, I am!”

“I’ve got Chad here with me. Can you help him get our company logo with a link to our company in his personal Facebook?”

“Yes, I’ll look into what is needed and get back to you with the details.”

The call ends. Note: The company has seven retail locations and one of these is also the corporate office and Joe owns/manages one of the retail locations.

First, I login to Facebook and do a search for the company’s name. Oh boy… Many related results pop up, but none are the right one. The first one shows the corporate logo, but incorrectly identifies the listing as a personal page and the logo is in the place of a profile picture. This means that the company’s employees can’t connect to it properly. The second one has no logo, but correctly identifies the listing as a local business page, but represents another one of the seven retail locations associated with the business. The third one actually is a company page, but represents yet another one of the seven retail locations. The fourth is a community page with 8 “Likes”. Next come several personal employee pages that have linked to the community page. The community page has no information and was auto-generated when the employees identified the business as their employer on their personal pages without linking to a properly made page.

I email Joe and recommend that he have one of his staff set up a new page that would be a local business page for his retail location.

How to: Anyone in his office who has a valid personal Facebook account could set up a local business page by logging into a personal Facebook account and clickng to their “Profile” page and scrolling to page bottom and clicking on “Create a Page” and choosing “Local Business or Place” and then following the wizard that Facebook supplies.

I also recommend that someone from the corporate office set up a “Company, Organization or Institution” page for the main office and include a text description that identifies all seven retail locations.

Once these pages are made, the administrator for each page can add proper logos and company information including a link to each associated website.

How to: Each employee can click “Edit Profile” and update his/her “Education and Work” section to show the relationship to the local retail local business page and to the corporate organization’s company page.

The advantage of using a “Local Business or Place” page for each retail location is that this page type allows other Facebook members to “Check” in to each location separately. Whereas using the “Company, Organization or Institution” page for the corporate location supports branding across the whole organization.

As a next step the business could set up a “Brand or Product” page for each unique brand or product or service that the business carries. These pages would allow customers and clients to communicate with the business and one another regarding those specific brands or products.

As a Facebook Junkie and a consumer, I appreciate when a business uses the Facebook page types correctly. It helps me connect with businesses in the ways that I want to connect with them and it makes me think of them more highly. This in turn makes me more likely to buy from them.

About the author

Elizabeth Paulsen has been providing Internet marketing strategy advice and services to small businesses for over ten years.