Give your Facebook activity a clear purpose.

A business page, an active community and a paid campaign require different approaches. Start with the role Facebook should play for your business and the audience you want to serve. INC. discusses that purpose and looks for a suitable introduction.

Choose the job the channel needs to do

Is the priority sharing local news, answering customer questions, supporting a community or generating enquiries? Decide which activity belongs on the page and who will keep it useful. If you already have a presence, bring examples of posts and the responses they received.

Separate publishing from advertising

An advertising brief needs an offer, an intended audience, a destination and a way to assess responses. Discuss creative production, media spend and management costs separately. Ask how account ownership and reporting will be arranged so you can understand and retain control of the work.

Make moderation part of the plan

Agree who handles comments, complaints and private enquiries, including when the responsible person is unavailable. A specialist can help define a workable approach. INC. provides the introduction; publishing, advertising and community management are separate specialist services.

Frequently asked questions