Facebook Marketing Rule #1: Be Deliberate, and Manage Expectations

By Andrea Vahl, John Haydon, Jan Zimmerman

Before you do anything else, decide why you want to have a presence on Facebook. What is your overall vision for your Page? Often, your vision for Facebook will be aligned with your overall company vision.

If you own a high-end clothing store for women, for example, your company vision may be to offer the highest fashion and the best-quality clothing in your area to make women feel great about how they look. On Facebook, your vision for your store may be to create a community for women who love high fashion, giving them a place to talk about clothes and share ideas.

Your Facebook Page can become a hub for fashion-minded women (and the best place for you to engage with your ideal audience on Facebook).

Having a clear vision does two things:

  • Allows you and your team to clearly understand why you’re on Facebook. When you understand the why, your actions are deliberate and have purpose.

  • Helps you communicate your vision to your Facebook fans, who then will know how to interact with your Page.

Your vision is only as strong as the person or team behind it. It’s up to you to spread the word. The good news is that after you have a solid fan base, your fans will help spread your message and virally attract new followers. It’s up to you to sell your vision to get others to pay attention.