Facebook is kind of a confusing tool when it comes to ecommerce. There were high hopes for Facebook as a direct selling platform, thanks to the Facebook Storefronts that eventually launched. Mark Zuckerberg's plan was establish Facebook as the leader in the social media business movement -- one he has been rather vocal about.
The problem is that the idea of selling through Facebook flopped when it came to big businesses. Given the site's rather open preference for the big boys of the business world, it was a huge disappointment. Yet, the idea has taken great strides in the world of small businesses, where local or web-centric shops needed a more social way to generate profits and increase visibility, without the aid of expensive marketing.
Many ask whether or not this means that Facebook is really a valuable tool for ecommerce. My answer is: "yes;" Facebook is a great tool for ecommerce, as long as you use it properly. After all, a hammer is functional and useful tool, but not if you try to use it on screws. Keep away from these Facebook dont's, and you should be fine.
Do Not Be Inconsistent With Posts
There is almost nothing worse than an inactive Facebook page. Alas! Such pages are quite common -- their last status update was months ago, and there have been no relevant updates since.
In the meantime, the page has filled up with spammers who have realized it is not being monitored. This will really hurt your credibility as the people who visit your page see it overrun with scams, and those few still naïve enough to click on links end up with negative consequences.
There is no official "rule" on how often you should post to a Facebook ecommerce account. In most cases, I advocate twice a day at most, and twice a week at least. And this is the number for new, original posts. As far as responding to posts and comments from readers is concerned, the more frequent, the better. A query on the page that remains unanswered for a day shows you in bad light.
Do Not Fail to Use Your Voice
You should have an established and consistent voice for interaction on your page. This includes personal messages, status updates, links, photo comments, and product descriptions. This voice will help you to build the personality of your company, and also attract a certain demographic to your page.
There is no right or wrong way to do this. While you should retain a certain amount of professionalism, you can choose your own voice. Just remember that you are representing your business. The way you present yourself should still reflect your brand's position.
Do Not Forget to Update All Your Content
It isn't just your status message that should be updated regularly. You should also regularly upload new content as well. This means pictures, links, contact information, the about section, your Timeline cover, and any other details that are relevant to your business.
Do Not Overlook the Possibility of Selling on Facebook
One great thing about Facebook's business approach is that they have allowed for the integration of sales platforms. Which means you can create either a cart to checkout through Facebook itself, or create a catalog that works like a photo album on your page -- the photos will have active links to sales pages.
Do Not Fail to Cultivate Relationships
Your interaction with customers is going to be a crucial part of your social media use. It is also the primary reason you set up a Facebook page. But you shouldn't fail to build and nurture relationships with business contacts.
Do Not Underestimate the Power of Humor
Not every one agrees with this, but Facebook pages that incorporate humor and entertainment into their pages tend to get a lot more attention; not to mention likes and comments (which show up on friend's feeds, and so will bring others to your page). While humor doesn't need to be your main focus, it sure can help.