You wouldn't dive into a pool without knowing if there's water in it, would you? Well, jumping into a social media enterprise with no plan could be just as damaging to your company's image.
What is it you want your page to do? If you want to instantly gain thousands of followers, you might be disappointed. Facebook business pages are all about engaging your current and potential customers in a social setting.
As soon as you begin to create your page, you'll see you have several options. Are you a band? A coffee shop? Do you just want to market one of your specific brands? They're all considered business pages, but they're not all the same. For example, setting up a community page will severely limit your options and won't allow you to edit content, whereas establishing a local business, company or brand will give a lot more flexibility and control (you'll need this).
Early on, focus on building up your following. As it grows, you'll gain the flexibility to engage them more as a group with contests and other activities that require a greater level of participation. Remember that for most voluntary organizations, and your followers are most definitely there voluntarily, a participation rate of 10 to 15 percent is not uncommon, so don't expect all of your followers to jump in on your next event. It's frustrating, but it's also a fact of life. If you get a higher or lower level of participation, learn from that for the next time as you decide what your customers like.
Once you've established your page, you'll want to spice it up and sell it. It's time to look at some of the many ways you can do this.