A Passion for Baking Meets Online Networking

By Karen Marino, Marketing Specialist

Most people that know me know I have a passion…I love being in the kitchen, and specifically baking. Ask anyone in our office and they will tell you that I am the cupcake queen. In short…baking makes me happy.
I’m always amazed at the resources the Internet brings.

Back in 1996 I was surfing around on the Internet looking for recipes and stumbled across a live chat room for foodies on the website Epicurious.com, a Conde Nast site.

I joined the chat and, along with sharing recipes and talking about food and baking, over the years we’ve shared our lives too. Some of the members are married, some single, some are professional chefs and some are just learning how to cook. We celebrate births and new careers and provide support during tough times. Through online networking we’ve helped each other find jobs, get great travel deals and even find love a time or two.

We are located all over the country, really all over the world actually. Our group gets together in a various cities (from Cincinnati to Toronto to Texas and beyond ) to meet face-to-face, socialize and most of all, share our love of all things culinary. What could be better than chatting with someone in Greece and sharing a recipe for chicken fried steak…and receiving his or her favorite baklava recipe in return?

Several years ago Epicurious.com removed the live chat feature. We attempted to maintain contact with each other through email, but with so many of us, it was difficult. Then we found Facebook. Several friends took the initiative and started a special group page. We emailed and encouraged each other to join. We don’t chat live, but we still continue to build our group, share recipes, tips and what’s happening in our lives.

If you have a passion for something, you’re bound to find a group online that shares that same interest. Do a Google search and start looking. Get to know people and interact. I’ve made some great friends and although I don’t see them face to face very often and most of our interactions are through social media, they’re some of the best friends I will ever have.

Measuring Social Media Success

by Mary Kate Smither, Vollmer Social Media Practice Leader

One of the most frequent questions I’ve heard throughout my career in public relations is about the tangible value of our work.  Understandably, clients want to “see” and understand their return on investment and  measurement is a major component of every campaign we develop.  As we achieve successes for clients, it is as important to us to see the value or return on what we’re doing as it is for them.  Not only does it help us prove our worth; it also helps us quickly figure out when and where campaigns might need to adjust and evolve.  Sometimes measuring  our results is easy – we can calculate print and broadcast media hits, tally the number of new reporters or influencers who have engaged with the client and even judge the impact of events we’ve coordinated through attendees, media coverage and increases in foot traffic.  As media has continued to evolve, first into the online world in general and now into the form of social media, measurement has become increasingly difficult.  It seems as though just as we mastered calculating accurate totals for online websites successes, we were tasked with figuring out the value of tweets, comments and views. 

We are interacting with each other online more and more, yet often with more personal interest and two-way conversations than ever before.  Campaigns are no longer limited simply to traditional media coverage and in-person interaction, but now more than ever before include up-to-the-minute grassroots elements of location, experiences, feelings and feedback.  Measuring these intangibles has added a new twist to understanding the success of a campaign. For example, many of Vollmer’s travel and tourism clients, including Travelocity and The Joule Hotel have created campaigns based solely on social media.  Whether voting on Facebook to send the Roaming Gnome on vacations around the country during Travelocity’s “Summer of Possibilities” program or providing scavenger hunt clues completely over Twitter in the Joule’s weekend giveaway “Golden Easter Egg Hunt”, we have measured their success through the engagement with target audiences, including increases in fans and followers, photos taken with the Gnome, comments, promotional code usage and, most of all, the addition of second phases, such as the Travelocity Roaming Gnome’s “Cure Cabin Fever” winter tour.  In addition, Vollmer’s client, Texas Tourism, recently launched its “Be Our Texas Lone Star” Facebook contest (http://www.beourtexaslonestar.com/), which will award a customized Texas trip to one lucky winner based on one of five “Lone Star” types – beach, Western, sports, adventure and food.  As part of the campaign, the winner  will issue social media posts throughout their Texas experience.

While measuring pure social media campaigns like these may be more challenging, we have effectively shown our clients that these campaigns indeed do provide ROI and do have value.  While tools like Radian 6 and Cision exist to measure social media, we have created our own guidelines for clients who prefer that we do campaign measurement in house by building upon our existing Vollmer Measurement Model to create one that fits social media.  As with a traditional media campaign, our overall goal with any social media campaign we develop is to achieve success for our client’s objectives, and customized measurement specific to those objectives.

Networking: It’s What You Do AFTER the Meeting!

by Dayna Steele, Vollmer Community Manager 

As an author and a speaker, I am often called upon to talk about networking -- like there’s a big secret to how it’s done.  It’s actually quite simple.  Networking is not about getting out and meeting people. Networking is about what you do after you meet people, the follow-through and keeping in touch.

Speaker, author and Help A Reporter creator Peter Shankman likes to tell the story of Paramount Pictures executive Barry Diller. Barry used to go through his Rolodex every day and call 10 different filmmakers and others, just to touch base and find out what they were working on and how they were doing. These filmmakers and others often thought of Barry first when they had a hot project. Many credit the huge success of Paramount Pictures during this time to Barry’s daily calls.

You may not be Barry Diller, but there is no reason you can’t do the same thing he did. Successful relationships, business or personal, take time and nurturing.

Here are just a few things that should be a part of your networking repertoire:

• Write a personal note after an in-person meeting – either to say thank you or a simple, “It was nice to meet you (or see you).” An email is fine, but a handwritten note stands out more.
• On Facebook? Check each morning to see who is having a birthday and leave a message on their wall or actually make a personal call.
• See an article or blog post that makes you think of someone? Copy the URL and send it to that person with a note: “This made me think of you.” We ALL like to know others are thinking about us.
• ALWAYS write a thank-you   note when anyone does something nice for you – an introduction, a client lead, free tickets to something, a meal, whatever.  If you are doing things right, you should be writing at least five thank-you notes a week -- if not more.
• Did you talk about a specific thing or information the other person needed that you had?  Follow through with that promised information or item within 48 hours, even if it’s just to say you are still gathering the information.
• Go through your network – your address book, Facebook, LinkedIn, Twitter – and touch base with several people each day. This keeps you top of mind just like the  aforementioned Mr. Diller.

Here’s a recent example of how I work.  Earlier this week, a local food critic invited me to join her at one of Houston’s newest restaurants.  Management wined and dined us thoroughly. (It’s always nice to go to a restaurant with a food critic).  I followed up with a thank-you note and a copy of my book to the restaurant manager. The food critic and I had talked about my husband’s new novel, so she got a thank-you note and a copy of the book, Specific Impulse.  I posted the pictures of the food and information on the new restaurant on Facebook, with links to the establishment and the chef.  Not to mention, I’ll be back – the food was amazing!

Networking is not for sissies. It takes work and it takes work on a regular, daily basis. Who have you networked with today?

Dayna Steele works with Vollmer Public Relations as a media consultant, Community Manager and editor of the Vollmer e-newsletter, Vollocity. She is the author of Rock to the Top: What I Learned about Success from the World’s Greatest Rock Stars. Her new book, I’m With the Band: Network Your Way into Anything, Anywhere, Anytime!, is scheduled for release in January 2011. AOL has called her “…one of the foremost experts on career networking.” For more information, visit www.daynasteele.com or network with her on Facebook on the Steeleworkers page!

Olympic Size Social Media - Going for the Gold!

by Mary Kate Smither, Vollmer Public Relations Dallas

Last month I was lucky enough to attend the XXI Winter Olympics in Vancouver, Canada. Not only had I never attended the Olympics before, but this was also my first adventure as a solo traveler. I can truly say that it was one of the most exciting and intense experiences of my life.

From the beauty of Vancouver to the people from around the world that I met each day and the exhilaration of seeing some of the most thrilling sporting events I will ever enjoy, it was amazing. As a huge hockey fan, there is no better moment in life than gearing yourself up with a U.S.A. T-shirt, American flag and very loud cowbell and cheering on your team to a 5-3 win over Canada in Canada!

Because I was traveling alone it was even more important to me to stay connected to the world around me as well as the world at home.  I also wanted to grab onto this once-in-a-lifetime trip and make it the richest, fullest experience possible.

Listen to the podcast on Vollocity Live!

Months before I even left for my events, I began following the Olympics on Facebook and Twitter, as well as the pages of some of my favorite athletes I hoped to see like Apolo Anton Ohno and Lindsey Vonn. I signed up for text alerts that notified me about progress on Olympic construction and that helped me plan my daily transportation adventures.

Before I arrived in Vancouver I became a part of the Olympic experience. Even my local hockey team, the Dallas Stars, which I follow avidly on Facebook, provided updates about our players attending the Olympics. By the time I boarded my plane to Vancouver I was ready to jump into the Olympic fray full force.

During my stay, I kept in touch with family members, friends and my colleagues here at Vollmer primarily through social media. I made sure to post photos and details of my experiences, from the electrifying U.S.A. hockey win over Canada to watching Apolo grab the bronze and hanging with the Aussies at freestyle aerial skiing. Since I've returned home, I've run into more people who have mentioned to me how much they enjoyed my daily updates and how they enhanced their own Olympic experiences.

I loved every minute of the Olympics, including the challenges of long lines and crowds, and I will never forget the way it made me feel to cheer on my country and soak it all in every minute of each day I was there. Social media simply added another layer to those experiences and allowed me to share my enthusiasm with my family and friends.

Social Media: Get Up, Get Out and Make It Social!

 by Mary Kate Smither, Vollmer Public Relations Dallas

The things I first loved about public relations still apply today: the opportunities to meet all kinds of different people, to learn about new industries, interests and personalities.  I still get a thrill from “the chase” and the relationship building that are so vital to the success we make happen on behalf of our clients.

With the advent of social media, little has changed except for the creation of new possibilities.  We’ve been given new ways to listen to each other, to connect and to build relationships.  Sites such as Facebook, Twitter and LinkedIn have allowed us to re-establish old friendships, seek out people we might never have encountered otherwise and network for job, business and even personal opportunities.  Perhaps it’s the beginning of the new year, but lately I’ve been thinking about how to better leverage social media to foster deeper, more meaningful interactions. What I’ve concluded is that social media doesn’t mean just using my iPhone or laptop to build these relationships, but it also means actually being social and getting out from behind the computer to meet the people I network with on line every day.

Because I’m Vollmer’s social media practice leader, it might sound strange for me to say this, but I believe that we can never overestimate the value of an in-person get-together.  The key is to take what we’re doing on line and remember that sometimes it’s just as valuable to take it off line. Just last month, I attended a Dallas Social Media Club (@dallassmc) event featuring social media guru Chris Brogan (@chrisbrogan).  Chris was by far one of the most entertaining and astute social media speakers I’ve ever heard and definitely the reason I went to the event. I walked away glad that I had attended and not just because of the insight he offered.

What also excited me about the event was getting to talk in person with so many of the people I follow and talk with every day on Twitter.  This is by no means a suggestion to stop tweeting, Facebooking or blogging about our everyday experiences.  It’s just about maximizing all the hard work you put into your online relationships.  For instance, in the last month, I’ve traveled from Dallas to Boston to meet up with an old friend I reconnected with on Facebook, and we had a great time. The more levels of interaction we allow, the stronger these relationships become.

So get out there. Find the social media club in your city, attend an event and put faces to the Twitter handles you talk to regularly.  Going on a business trip?  Find out if any of your LinkedIn connections live in that city and suggest having coffee and do some face-to-face networking.  Attend that Tweetup you’ve been too busy for that’s being held by your favorite restaurant, retail store or charity group. Ask your favorite local blogger to lunch for some conversation and advice.  This is all about getting to know people a little bit better and, as Chris Brogan said, people buy from people they know and like.  Now that’s just good business sense.

For more ideas on how to leverage your social media program, contact Mary Kate Smither, Vollmer’s social media practice leader at marykate@vollmerpr.com or 972.488.4790.  You can also follow her on Twitter @mksmither.

What’s with the Facebook Changes??

by Mary Kate Smither Vollmer Dallas

I’m a big fan of the motto: “If it ain’t broke, don’t fix it.”  

So, when I first logged onto Facebook late last month and noticed the changes to my homepage, I’ll admit I was momentarily thrown. However, in the fast-moving world of agency public relations -- where my brain is constantly changing gears to help deliver effective counsel to our clients across multiple industries – and, as Vollmer’s social media practice leader, I’m also a fan of evolving with the times. That very often means finding the good in change and moving forward with it.

According to recent ComScore data, Facebook memberships continue to grow, as the site added 3.3. million unique users in September alone. If you’ve joined the world of status updates, sharing, commenting and “liking,” you, too, may have felt a momentary jolt when you logged in. You might be wondering what’s behind all of the changes when Facebook seemed to be working just fine.

For one thing, by creating a new News Feed view, Facebook says it is helping weed through the clutter and provide its members with recent content posted by friends, fan pages and groups that Facebook selects as most interesting and relevant to them. Facebook says it makes changes based on members’ questions and feedback, although there have already been questions about how Facebook filters the content and selects which friends’ updates and information to show a member.

For those interested in getting up-to-the-minute updates on all current content and activities posted about a member’s friends, fan pages and groups, Facebook also offers a Live News Feed tab, which users may select as their permanent home page feed. On both the News Feed and Live News Feed views, users can add (or deselect) whose activities they would like to view by selecting the Edit Options button located at the bottom of the News Feed homepage. You may select the number of friends to view in your news feed and show who it has designated as your “recommended” News Feed friends and fan pages, while allowing you to make changes to this list.

In many ways, Facebook has simply centralized content that was already available to users. News Feed content that had previously appeared in the Highlights right hand section of the page has now been moved to the main column, or central focus, of a user’s view. For those of us who don’t necessarily adapt instantly to change, it’s comforting to know that we’re not really losing any content, but instead simply viewing a different presentation of it -- while still ultimately staying in control of what we see.

How long the current version of the homepage will be around remains to be seen. We can only be certain that, at some point, it will change. In the meantime, it’s important to figure out how to best use these changes as a way of further promoting your brand. For answers to questions you may have about these changes or for more information on how to leverage Facebook to promote your brand, contact me at marykate@vollmerpr.com or 972.488.4790. Also, you can become a fan of Vollmer on Facebook at http://www.facebook.com/vollmerpr.

Here Today, Gone Tomorrow? The Future of Sites Such as Facebook and Twitter

by Mary Kate Smither, Vollmer Public Relations Dallas

Each day, I log on to my computer and seem to discover that another social media site has launched.  Along with questions about what the site offers, whether I should join and how I’ll find the time to manage my account, I’ve also started to wonder about the business side of the ever-growing universe of social media.  How can all of these sites possibly sustain themselves, become profitable and ultimately grow?

This caught my attention again recently when I read in the Los Angeles Times that Facebook had become profitable ahead of its original predicted date of 2010.  With the addition of 150 million users, for a total of 300 million users in less than nine months, there’s no doubt that Facebook has seen astronomical growth and success.

But how did Facebook do it, and how will other sites like Twitter follow to achieve equal, or even greater, long-term success?  According to a recent article in Advertising Age, keys to Facebook’s success are: its continued user growth, with a fastest-growing demographic of users 35 and up; its low overhead, with a total of 1,000 staff members, or one engineer for every million users; and its strong advertising partnerships with companies such as Microsoft.  Facebook also continues to work on developing its own advertising model to achieve greater benefits from brands wanting to use the site as a vehicle for engaging consumers and other businesses.

Meanwhile, it appears that Twitter is taking a stronger look at advertising as its road to profitability, as well.  As has been noted in recent reports, Twitter’s changes to its terms of service have paved the way for advertising and possible future revenue.  As founder Biz Stone stated in a recent blog post, Twitter is interested in keeping its options open.  Other reports relay that Twitter may begin working with verified corporate accounts as a way to begin driving revenue, with The Wall Street Journal citing companies like Dell and Starbucks and their already popular tweets that help further their brands and build business. It will be interesting to see how sites like Twitter can learn from the current success of Facebook and build their own winning models.

In the meantime, we can all breathe a deep sigh of relief as our Facebook addictions remain alive and well. Friending, sharing, becoming fans of our favorite brands and causes are all still possible--at least for now.

What are you doing?

by Allen Caudle, Vollmer COO

When my social media team came to me and told me I had to sign up for a Twitter account, I dug in my heels and refused. I explained, I receive more than 200 emails a day, countless phone calls, people line up at my door to ask me questions, I have a Facebook page that has dredged up people from my past that I vaguely remember and certainly don’t recognize anymore and now you want me to post “what I’m doing” so followers know my every thought? Am I starting a religious cult? Can I reduce my very essence to 140 characters? No thank you!

With my complaints out of my system, I reluctantly agreed to learn more. I signed up for a Twitter account and have posted a couple of Tweets. But more importantly, as I spend time with this tool, I’ve learned the many ways it can be used and am slowly becoming an advocate. First, I noted how the media is using it to compete in a not just 24 hour-a-day news environment but an up to the nano-second news environment. Then, I realized how companies, as well as individuals, can use this device to point “followers” to additional information. So this whole 140 characters thing is not the whole story. Then I noted how a concept can be tested and feedback can be gained from individuals who have chosen to care enough to follow an organization or individual. There is some really powerful stuff going on out there in the vapors of Twitter land.

And now as we begin the task of developing communication plans for 2010, I find myself including the use of Twitter as a valuable tactical element for almost every plan. And certainly for every crisis communication plan we write, it’s included to point followers (the media) to the website containing more information about an incident.

Recently, we were conducting crisis training and discussing various communication policies for a particular company. We asked if they felt there was any risk of photos or videos being taken inside their plant and making it to the internet in the event of a crisis. They responded, absolutely no risk, we have all our visitors leave any photo or video equipment at security before they are granted access. We asked how many at the table had cell phones; how many of those cell phones had cameras; and how many had video capabilities. At which point one of the trainees volunteered that he now enters a plant with two cell phones so he has one to leave at security and one to use. It was at that point they realized their vulnerability and how fast bad news could travel. If you’re not matching the speed at which news can travel with your capability to get your message out fast, you’ve lost control of your message.

I admit, I’m a little slow to embrace this technology. But…

Twitter is here and it has endless possibilities. It offers a competitive advantage for those who embrace it.

“What am I doing?”

I’m testing the water. And so far I like it.

Follow Allen on Twitter @abctx

Tweeting The Day Away: Tools for Easier Access to Twitter

by Mary Kate Smither, VOLLMER Dallas

Ever feel like you’re tweeting your day away, spending more time online answering the question "What Are You Doing?" and trying to absorb what everyone you’re following is doing too? If you’ve answered yes, it’s worth checking out one of Twitter’s desktop applications that can make viewing and participating in one of today’s fastest-growing social media tools much easier and more efficient. While there are several to choose from, both Tweetdeck, created by Iain Dodsworth, and Twhirl, developed by Seesmic, offer users a quick start-up and easy use.

A small collapsible desktop window, Twhirl will run on both Windows and Mac systems, spell checks your entries, allows you to post pictures via Twitpic, provides notifications for newly-received messages and searches for tweets referencing your user name as well as filtering by your own designated terms. Twhirl also allows for the cross-posting of tweets to Facebook, MySpace and LinkedIn as well as a variety of other sites.

Tweetdeck, a column-view format, is a public beta application that offers users the ability to group fellow tweeters however you’d like – by work, personal, interest groups, etc. – allowing you to view each column and separately. It also allows for searching across the Twittersphere, enhancing the capability to keep tabs on any subject that is tweeted about. Finally, Tweetdeck can be sized on your desktop from a single column to full screen, provides stored overnight global tweets so you won’t miss a single tweet and can be filtered according to text, username source or time.

Both applications run on the Adobe Air platform and can be viewed and downloaded at http://twitter.com/downloads.

Don't Be A Twit

by Carolyn Mayo, VOLLMER President

Remember when the word "twit" was an insult?

If you called someone a twit you were seriously questioning his or her judgment, common sense and general lack of manners. Now the word is almost immediately identified with Twitter – the social networking site that has exploded on the scene, now with more than 6 million users. (http://www.twitter.com/)

These days, the term twit could easily apply to generations of business executives that are otherwise known as "digital immigrants." This is in contrast to the "digital natives" that practically came out of the womb with an MP3 player in hand. Those are the people who can program your VCR that’s been blinking red 12:00 for years. The terms were coined by writer Marc Prensky (http://www.marcprensky.com/) back in 2001 and referred to a new breed of students who learned in a different way. Now, the "immigrant" moniker has been taken up as a gentle put down for those who still just don’t get social and digital media.

Yes, I can hear you now. "Why do I care?" "My secretary handles all my e-mail." "Do you mean social media as in high society? What’s that got to do with my business?" "It’s just a fluke." Oh, ye skeptics – gather ‘round the warm glow of your computer monitor.

Why You Need to Care: First and foremost – it’s not going away. Hiding or thinking you’ll just wait it out just isn’t going to cut it. In fact, it’s escalating and competitors who are more tech-savvy will quickly leave you and your business in the dust. Digital tools and channels already are communication lifelines. Remember when people actually wrote letters on their IBM Selectric typewriter and sent them through the mail? Then there was this crazy thing called a fax? And then email hit the scene. Get the picture? Digital communication and networking is critical in both a crisis and when you are throwing a party. Most recently when US Airways flight 1549 landed in the Hudson River, it was only minutes before hundreds of messages cell phone photos were posted. During the Mumbai terrorist attack, the examples of real-time citizen reporting was almost as newsworthy as the well-orchestrated attacks. On the flip side, for South by Southwest, the Texas-based music and media festival (http://www.sxsw.com/) held last month, digital networking was the way visitors found tickets, heard about hot parties and critiqued performances.

Just a Fluke, You Say?: The 2008 U.S. Presidential Election will go down in history books as the first digital campaign, with Barack Obama raising millions in contributions and reaching out to followers directly through online channels. Think it’s a fluke? Wrong – for the President’s first online town hall meeting, March 26, 2009, that was shown on YouTube, nearly 93,000 people logged on to the official White House web site and posted 104,000 questions (www.whitehouse.gov/openforquestions/). More than 3.6 million votes were cast to determine which of those questions would make the cut.

According to http://www.twitterholic.com/, the number one site on the Twitter feed is CNN Breaking News (http://www.cnn.com/) with 600,000 followers. With tongue firmly in cheek, I must also report it lists the number two site as http://www.britneyspears.com/. Just seems wrong, doesn’t it?

It’s All About Relationships: While the social and digital phenomena may have started with those 20-somethings sharing the trivia of everyday lives on Facebook (http://www.facebook.com/) and (http://www.myspace.com/), the networking sites have come a long way. Now, companies, organizations, not for profit causes, individuals and more are members of the two sites. These two networking giants have been joined by site for professionals, LinkedIn (http://www.linkedin.com/), which boasts more than 36 million members in 200 countries and represents 170 industries. Connections that at one time might have taken you weeks or months, now can be made in just a few clicks of the mouse. Jobs can be found, references given, introductions made and business done.

What Does it Mean For You? If you think you are one of those hopeless digital immigrants in a foreign land who doesn’t understand the language and is wandering without a roadmap (much less a GPS), don’t despair. It’s never too late to get your bearings. It does, however, require an open mind, a willingness to experiment, a commitment to stick with it and maybe even more than a touch of courage to step out there. If you are sitting in the C-suite, pull in your communicators or consultants. Find out what your competitors are doing. Think strategically about your audiences and stakeholders and how they get their information. Take control of your own message and reputation. Think about a policy for employees who might be online and talking about your company and/or their jobs.

If you need some help, VOLLMER can step in and facilitate, from the basics to fully executed digital campaigns. In fact, we have a formalized practice area that specializes in digital and social media. Just call. Or write. Or text. Or tweet.

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A Fresh Face for Spring: Creating a Facebook Page for Your Company?

by Mary Kate Smither, VOLLMER Dallas

With all of the social and digital media tools available today, wading through the options is daunting enough personally, much less for business purposes. But these tools not only provide a great way for people to connect with current and long-lost friends, relatives and former classmates, but also for businesses to connect with a variety of audiences, including customers, investors and employees.

If you’re looking for new ways for marketing to employees, customers and other groups Facebook may be a great tool for your business. As one of today’s most popular social networking tools with 175 million active members, Facebook offers businesses the opportunity to set up a no-cost fan page that can quickly engage their specific target audiences.

Be aware, though, that as with any social networking tool, Facebook requires attention, upkeep and ongoing networking just as with any successful professional relationship. It’s important to keep in mind, too, that Facebook is not a venue to sell more widgets, but an opportunity to join the conversation and engage with fellow networkers about your company and industry for feedback and insight. Listening is just as important as participating.

In addition to offering access to millions of members, the great news is that setting up a Facebook page can be very simple and allow other Facebook members to become fans of your page. Once they are fans, your company name and logo will appear on their Facebook pages. Companies that have jumped into the mix by developing Facebook fan pages include Southwest Airlines, Ernst & Young, the Travelocity Eco-Bunnies, Harley-Davidson, Reebok, W Hotels Worldwide and Jeep.

Following are some quick tips for setting up and maximizing a page for your business.

• Determine a name and category for your page. Whether you want it to be the actual name of your company, or something that represents your company, choose your page name as well as your category carefully as they will be permanent and the goal is to attract fans who are truly passionate about your business and its industry.
  
  
• Add photos and video. Adding colorful photos or graphics can greatly enhance your Facebook page and show your business’ true personality. Your company logo, photos from company outings, of customers, your company in action or videos of your latest products are just a few examples of the content that can easily be added. Giving your fans a sneak peek into your business adds excitement and offers them a flavor of who you truly are.
  
  
• Add company-specific information. Make sure to add links, whether to your Web site, product pages or other social media tools such as your company blog, Twitter feed or YouTube videos. It’s important to also add basic information such as your company address and phone number so that people know where you’re located and how to easily contact you outside of Facebook. Also, are you a travel company that offers great deals or a retailer introducing a new product line? Be sure to include information that lets your fans know what you’re up to.
  
  
• Explore the applications. Facebook offers tens of thousands of applications that can enhance your fan page, and it also offers the opportunity to create applications that reflect your company, creating the opportunity to further spread across Facebook users’ pages. Whether you’d like to develop a poll, offer the ability to make reservations or enable maps to your company locations, adding applications improves your page and engages your fans.
  
  
• Keep updating. It’s important to remember that your Facebook page is a living document. Adding new content such as upcoming events, a contest, new photos and new product offerings gives fans a reason to return to your page, share your information with fellow Facebook users and add their own posts. It’s also a great way to attract new fans. Build brand advocates by allowing fans to add their own content and continue to engage your fans on a regular basis. Let your fans know that there are real people behind the page ready to talk and listen.

Once you’ve conquered the tasks of creating your Facebook page and committing to regular engagement, Facebook offers a variety of other business tools you may want to explore to further enhance your company’s social networking experience. Businesses can develop and optimize advertising opportunities while utilizing Lexicon graphs to effectively track Facebook user trends. Draw Facebook members back to your Web site through a sharing capability that allows your content to be easily linked back to Facebook, and the recently launched Facebook Connect platform allows users to directly connect their accounts and information to your Web site.

Developing a Facebook fan page is only the first step in what can become a multi-functional tool for marketing your business to build buzz, gain brand advocates and help meet your business goals.