8 ways to optimize your brand’s Facebook page

How to make your Facebook page more like that of Southwest Airlines and less like the one your grandmother started last fall.

Think of your brand’s Facebook page as a highly tuned sports car.

Now, imagine you take that car out for a spin and never take it out of first gear. The experience would seem pretty lame, wouldn’t it?

Well, if you’re not taking advantage of all the bells and whistles Facebook has to offer, then your page is stuck in first gear. (It might even be idling.)

Let’s take the first steps to rev it up. Here are eight ways to optimize your Facebook page and engage better with your audience.

1. Post and share as a brand page—not an individual. Last month, Facebook made a dramatic change to the way its pages are administered. Now page administrators can interact on Facebook as the page, not as a person. After you log in to Facebook, you can switch to a page profile by clicking on “Use Facebook as Page” in the top right under the Account menu. You can then post, comment, and share as the page and not as an individual.

2. Set a vanity URL. Once you have 25 people who “like” your Facebook page, go to facebook.com/username, select the page for which you want to set the vanity URL, then type in your desired URL. Keep in mind that this is a one-time proposition. Once the vanity URL is created, it can’t be changed—until Facebook changes the rules again.

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