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    • Social media itself is a catch-all term for sites that may provide radically different social actions. For instance, Twitter is a social site designed to let people share short messages or “updates” with others. Facebook, in contrast, is a full-blown social networking site that allows for sharing updates, photos, joining events and a variety of other activities.

      Social media often feeds into the discovery of new content such as news stories and “discovery” is a search activity. Social media can also help build links that in turn support into SEO (Search Engine Optimization) efforts. Many people also perform searches at social media sites to find social media content. Social connections may also impact the relevancy of some search results, either within a social media network or at a ‘mainstream’ search engine.

    • Facebook Business Page

      A Facebook Page is a business account that represents a company or organization. A Facebook page allows businesses to promote specials and contests to followers who have engaged with their page by “liking” it. Having a Page also allows businesses to use Facebook advertisements.

      Having no page can create the perception that your business is out of touch with technology and social media users. A business page allows small businesses to quickly build a following without any limitations. Facebook Insights allow you to track the positive impact and results of your social media efforts. To improve those results, a Page also allows you to take advantage of Facebook Ads and launch contests. Think of your Page as a microsite that you can use for commercial purposes and to directly engage with customers.

      To market your business successfully on Facebook, you need to understand Facebook's unique opportunities, and how it differs from other media. Just as you wouldn't run a radio ad on television, you shouldn't market on Facebook the way you'd market in a magazine or on your website. Facebook users like to talk to other people - not to an impersonal business. Whoever manages your Facebook page must be able to write in a voice that sounds real and likeable, using a style that suits your business.