A former colleague shared something with me the other day that I believe is true for most marketing professionals today. He told me that he didn’t understand how to best use social media for marketing purposes. The understanding comes when you recognize that social media tools are products of a second generation web that has impacted how the internet is used to communicate. This generation is about two-way connecting and engaging. It’s about building relationships. If you are not looking at Facebook as a vehicle for building and maintaining customer relationships, think again.

Consider that Facebook is a place where your customers and potential customers commune with their friends and family. They let into their Facebook world those they trust and you have the opportunity to gain entrance.

Here’s how to approach your customers via Facebook:

1. Create a Facebook Page (not Group or Profile) for your business.
2. Stream your blog, which should present content aligned with the mission of your business, into the Notes application on your Page to keep content flowing.
3. Determine what other value you can deliver from your Page and develop a schedule for providing it.
4. Make your customers aware of your Page and give them reasons why they should visit and become a fan.
5. Acknowledge and engage with your fans on an ongoing basis.
6. Keep adding to and updating your content strategy and stay disciplined with your schedule.

Photo credit: Jacob Cotter