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Relevant vs. Random: A Strategy for Success

Last month, I ran a competition on my Facebook Page. The competition was asking a question in response to this video here by Eden Riley of Edenland….

And the question ran along the lines of ….

What does this blogger do to make her win the award of Australian Blogger of the Year?”

The person that answered this question correctly, not only won a free copy of my eBook Novice2Ninja, they also understood the primary factor that is the basis of online success. Jodie Heylen of The Gift Post (Gold Coast) won the competition and I promised to blog about this once the competition was over.

However this is such an important concept to get your head around that I re-ran this competition last night at “The Social Media Club” and yep, I gave away another free copy of my Book to the first person that guessed correctly.  This time, it was  a printed copy of my book. And for those of you that have followed this competition twice already, I promise there won’t be a 3rd!

So here goes, and the answer is.. {drum roll} RELEVANCE. Do you want to know why RELEVANCE is THE most important factor to ONLINE SUCCESS?

Here is “RELEVANCE defined”….

Relevance is like current, but current is only about timing.

Relevance is similar to important, but important is only about the order of priorities.

Relevant is almost like related, but not that’s only the half of it.

RELEVANT is the opposite to RANDOM, and a whole lot more.

You see, when I first started in Social Media about 4 years ago, I posted randomly for several months. My page sucked and I felt microscopic. I finally figured that RANDOM POSTING DOES NOT WORK. If you adopt “Random Posting” as your strategy, you will end up with a Facebook Business Page or Blog that is made up of loosely connected ideas, that may or may not be related to your business, and basically you will end up with a mish-mash of concepts. And guess what the problem with a random strategy is? It is not clear, it’s not focussed and not targetted. Bottom line, “Random Posting” will not help your business and will certainly not generate any sales.

There are many reasons why Edenland is a successful blog. But the one single reason why Eden Riley won “Australian Blogger of the Year” is because what she blogs about is RELEVANT. Edenland is a collection of thoughts and opinions on what is currently controversial and what is happening at the forefront of current culture. Riley’s “product” is controversy and anything topical. She is also very engaging, authentic, honest, real, human, kind, she’s all those things. But most of all, the essence of what she talks about is RELEVANT to her Fans. Why? Because her Followers are also concerned about the impact that these emerging issues have on society and how it will affect their lives, jobs and future security. Riley taps into that big-time.

So let’s start with “the Don’t's”….  Here is what NOT TO DO online….

  • Take for example, a lawyer that has mostly a Generation-Y market of 25-35 year olds. If this lawyer was to blog about Lady Gaga, this would make this lawyer’s blog current. But it wouldn’t be relevant because Lady Gaga has nothing to do with law.
  • If you were a real estate agent and you posted Footy Tips, this could be interesting and fun to some of your Fans, but this is NOT ON TOPIC. Footy Tips are not relevant to your business or to your customers (who are on your Page as property buyers and renters).
  • If you were a Tourism Page, posting about the gripes you have with city centre parking or the complaints you have about the new Highway coming through, this is NOT RELEVANT to the fans that are buying your products (Tourists are interested in the tourist experience, not the dirty laundry/behind-the-scenes-infrastructure-issues).
  • If you were an oil painter, and you blogged about jewellery, this would be INTERESTING and loosely related to canvas painting, however if you kept this up, you would soon start to lose your Fans or at least, they will stop engaging with you on your core topic of oil painting on canvas.

By doing any of the above you would start losing your Fans and your page would start to suck dismally, or worse, bomb all together. Put simply, you will lose your tribe. Your Peeps will simply go elsewhere to get their “fix” of the love they want on that particular topic. This is because your fans are following you specifically because they want to connect with WHAT YOU DO and WHAT YOU REPRESENT.

Let’s then define the “Do’s” of how to achieve Online Success….

You need to blog or post about what is RELEVANT to your business PLUS what is relevant to your TARGET MARKET.

  • So if you’re an oil painter, post about oil painting only. Best brushes to use at home, different techniques to achieve different effects, top-tips to properly wash brushes…..
  • If you’re a real estate agent, post about how great it is to live in your area, news about events coming up that make the region a joy to live in, renovation success stories that turned a mega profit….
  • As a business lawyer, blog about copyright issues that are currently in contention, business issues to watch out for, new workplace laws that may affect small business owners….
  •  In tourism, post about events coming to the area, restaurants and the accolades they have recently won, or the best coffee in town….

Eden Riley blogs about topics that her Fans are interested in PLUS the topics that are current and are MEANINGFUL to her Followers. Therefore Edenland is a highly RELEVANT blog. The week she blogged about chicken fillets to represent breast implants, there had been recent debate in the media about young girls having plastic surgery to feel beautiful and accepted. So this video was ON TOPIC and relevant to her Peeps, at the time…

I therefore define RELEVANCE as being

  • BOTH RELATED to your business
  • AND ALSO RELATED TO your target market

I also use RELEVANCE as the number one FUNNEL to cross-check my content before I post anything on any of my Facebook Pages. So before I post to my blog or Facebook page, if the topic does not make it through the RELEVANCE funnel, then I scrap it. It is not the right CONTENT for my page or blog if it does not make it through my filter.

I consider this principle of RELEVANCE vs. RANDOM to be the most important underlying factor to your success online. Get this wrong and your Facebook Business Page or blog will bomb. Yes you have to be engaging, the more engaging you are, the more your Fans will dig what you do. But you can be engaging and still be irrelevant. You can be engaging and random. It is important therefore to be engaging AND RELEVANT.

So the keys to ONLINE SUCCESS are….

  1. UNDERSTAND your target market and what they want to hear & read about
  2. Make sure your topics are CONNECTED to your business and are ON-TOPIC with what you do
  3. With these two filters in mind, then generate posts that are both MEANINGFUL to your target market (1) and CONNECTED to your business (2) = THIS WILL GIVE YOU RELEVANT CONTENT

Laywers, I advise you hold back on blogging about the latest Monster-Ball rap and stick to the topics that your Peeps are interested in, and if your Fans are mostly Generation-Y, then why not blog about the latest “Stop & Search” laws which would be of huge interest to this age bracket? Knowing their rights when they go out may be at the fore-front of their minds and may spark some great discussion (and engagement) on your Facebook Page or blog. Yes you must understand what your target market likes and wants to read about, but that’s only the half of it. What you talk about on your blog or Facebook Page must also be related and connected to your business (see poster below).

Social Media Strategy

I share my extensive research on the topic of  “Content Strategy” in detail in my book “Novice2Ninja – Facebook for Business”. Hope it can help you too.

Buy “Novice2Ninja – Facebook for Business” , eBook or Printed, here

Request a Call-Back to chat about a 1-on-1 Session with Francesca

Grab your seat to the upcoming Facebook Business Workshop here

Join us at “The Social Media Club” here

And I would be as happy as a little girl in a lolly-shop if you shared this post with your friends in your favourite online playground. Thank you xx

With Gratitude
Francesca Esposito-Rose B.Inf.Tech.
Business Mentor, Online Specialist, Author, Speaker & FaceBook Business Specialist





Social Media for the Time-Poor Small Business

Business facebookLast month, we launched “The Social Media Club”, the world’s first. We had a great night of laughter and connection, and most importantly, brainstorming with like-minded business owners where we got to find out that every small business owner is in the same boat. When you’re a crew of one, you have to work smarter not harder, be savvy and efficient, whilst standing on one leg and singing la-la-la-la-lahhhh, in tune. So on this night, all “Clubbers” discovered that they were not alone, and that there are better ways of doing things… especially in the world of “Social Media”….

“The Social Media Club” is being held on the 4th Thursday of every month and at each “Club” meeting I will be giving a short talk on the hottest “Social” topic of the month, as well as answer your BURNING QUESTIONS that have been concerning you, in your world of Social Media.

Last month, the topic on everyone’s lips was “How do I manage my Social Media when I am time poor?” Do I hear you screaming too?

I thought I’d blog the talk I gave, in case you missed it, and the champagne, and the fun…. but come and join us for the next “Social Media Club” coming up on Thursday 25th October 6.30-8.30pm, and join in the fun, in person……

So here’s my Top-7-Tips on “How to manage your Social Media when you are Time Poor” (READ: How to Save your Sanity whilst riding the Social Media Train)….

  1.  Choose 1-2 Social Media platforms and DO THEM WELL. There is no point stressing about jumping onto all the social medias. There is simply no point being a jack-of-trades and master-of-none. It’s not going to help to brand and position your business in the market-place if you “do” a Social platform badly. I recommend to my clients to choose the one or two that will best suit their business, and focus on those. (If you need some help selecting these, reach out to me, I can help you get clear on what social platforms will best suit your business). The key here is to give your customers “some” way of  “connecting” with you on one or two of the Social platforms. But don’t worry about meeting all customers on all the platforms. It’s simply unrealistic in the real world of small business, to be everywhere. In my extensive research in writing my book Novice2Ninja, I discovered that Facebook is THE ONE platform that just about every business needs to be on (which is why I wrote a book about it). It’s very powerful, and THE platform that 1 billion peeps spend, oh, only 3 billion hours on, DAILY. And once you get the hang of Facebook, only THEN look at a 2nd platform. Perhaps Twitter, or LinkedIN or Pinterest, but this would depend entirely on the type of business you’re in and what your “personal strengths” are. For example, if you don’t like to write, then there is no point starting a “written” blog. However, you may consider starting a “visual” blog, if you like to take pictures, and if a visual blog would suit the aims of your business! This is part of the “Social Media Strategy” that I can help you define and get clear on in a 1-on-1 mentoring session….
  2. Add “Social Media” to your DAILY ROUTINE. Yup, good ol’ fashioned, “if it’s not in your routine, it won’t get done” trick. You know, like your mama always says. So when you’re sitting down to do your emailing or phone calls, your ordering or processing your enquiries, just add 10 minutes to that routine for Social Media management. Until you get the swing of it, it may take longer than 10 minutes a day, but once you get your head around it, 10 minutes a day is achievable. The key here is manage your Social Media DAILY. So whatever you do every, tag your Social Media management onto the end of that routine. Then you know it will get done. Consistency is key here.
  3. SCHEDULE your posts. There are some Facebook features that are “take it or leave it”, but every once in a while, Facebook actually add a function that is really, really neat. And the “schedule” button is one of those functions that I ADORE. It is a life-saver really.  I have written a separate post about how to use the “Schedule” function here, but bottom line is that it allows you to “calendarise” your Facebook posts. So if you wanted to release a particular post at 7pm tonight but you’d rather be watching the latest episode of “How I met your mother” with your teenager, then you can schedule the post to be released at this time. I have found this function to be the most-time saving of all functions because I can quickly type my posts when it is most convenient for me, and I am not tied to my PC when I would rather be having a life {shock horror}. Also don’t use Hootsuite or any other “External” programs to post to Facebook.  Yes you can use these programs to post to Twitter and other Social Platforms, but not for Facebook. It will affect your Edgerank, and not in a good way. I have written a previous blog post about what Edgerank is here, this is crucial to understand for Facebook Business Success, but in a nutshell, you need to be “inside” Facebook when you post. So don’t be tempted to post from an outside program to save you time, instead, the best time-saving function available to you within Facebook is the “Schedule” function. Use it to your heart’s content.
  4. Take the pressure off ORIGINAL CONTENT and supplement your posts with CURATED CONTENT. I do recommend in my book “Novice2Ninja” that posting about 2-3 times a week is ideal. If you wanted to read a more detailed guideline on how often to post and when to post, to suit your business, you can get my book here. But many business owners say to me “I don’t have time to write a post every day“. You don’t need to. Yes you do need to COLLECT your own ideas and write your own posts based on what is happening in your business, a couple times a week. This is so that your story is seeping through to your tribe of loyal fans. But for the other 4-5 days a week, just CURATE content instead and take the pressure off yourself! This means, share posts from your news feed! This will save you loads of time, and hopefully dispels the myth that you need to post something original every day. I don’t have a blog post about this topic as this subject area has many implications and can not be simplified in a blog post, however the best advice I have about HOW TO COLLECT & CURATE CONTENT, is in my book. In fact I have dedicated half the book to this topic, which should signal to you that the topic of content is of vital importance to your online success, on any Social platform platform, not just Facebook. TIP: When you share a post from your news feed, make sure it’s relevant to your business though. I talk alot about what is “relevant” to a business, and what is not, in  my book as well.
  5. REPLY to comments. On some days, this is all I have time for. But it’s SOMETHING. It is an activity that WILL get your business into the news feed of your Fans, and remember, the more eyeballs that see your posts, the better (more fans leads to potentially more sales. This is grossly over-simplified, again, the full process and cause and effect, of how to make money in your business using the platform of social media, is fully explained in my book). Many businesses ask me “should I reply to comments?” My reply always is “would you ignore someone that  walks into your shop?” You get the picture. Don’t ignore your Fans. If a Follower has taken the time to visit your Facebook Page (which is essentially like your shop, but online), then take the time to RESPOND to their comment. It’s good business practice, it may lead to sales, and it also gives you a “quickie” social media “burst” in the news feed of your Fans, if your plate that day is like a juggling act. Hey, we all have those days where 37 hours is not enough, right?!?!?!? Therefore replying to comments is a quickie solution on days like this…
  6. Don’t see Social Media AS A PAIN. If your head-space towards Social Media is that it’s a thorn in your side, and the bain of your existence, then you are not seeing the true potential of Social Media and how it can really work for you. If you can find a way to use Facebook as market research, your mindset towards Social Media will shift (towards the positive). Imagine being stuck on which product to launch but knowing that you had a place where you could take your products to the market place, ask your target market their opinion on which product they liked, and then only launching the product that is most well received? Imagine how much money and time you could save by not being sucked down the rabbit hole of bad product-launch choices? Weeeeeeelllllll. Facebook is one such place! I encourage all my clients to “test” their products before launch, on their Facebook pages, to ensure their Peeps are into what they are doing. I advised my client to do just this, and to test her 2 x book cover choices on her Facebook Page. Check out Dani’s form here at this link….  This “market testing” is giving us valuable data that we otherwise would never have had access to! This is Market Research being streamed straight from the market-place!!! THIS IS GOLD ! You can’t PAY for this sort of market research. Well, you can, but it would cost you thousands. On Facebook, you can do all your market testing , FOR FREE.
  7. Get some Training. Social Media is just another platform for you to sell your products for your business. Facebook, Twitter, LinkedIN –> these are all just systems that you need to operate to win these sales. And like all systems, you need some training to ensure you are avoiding the pitfalls and maximising the benefits. This is especially true for Social Media. I highly recommend reading a book, getting a mentor or doing a workshop in Social Media. And rather than begrudge this as “another thing you have to do”, see this as an investment in tech-proofing your business for the future. After all, there is no point building a Facebook page for a year and sucking at it. Wouldn’t it be nice to be able to hit the ground running, know what to do and what not to do? My November Workshops are just about sold out, so jump in and grab your seat now while’s there’s one waiting for you. But if group-love is not your ‘thang’, then 1-on-1 mentoring might suit you better if you prefer to learn at your own individual pace. Or if book-learning floats your boat, then my book Novice2Ninja starts you at the beginning, and takes you through to mastery level of Facebook. However you like to learn, I’ve got the support you need covered to help you get your Business cracking on Social Media…..

Buy “Novice2Ninja – Facebook for Business” , eBook or Printed, here

Request a Call-Back to chat about a 1-on-1 Session with Francesca

Grab your seat to the November Facebook Business Workshop here

RSVP to “The Social Media Club” here

Either way, I look forward to answering your BURNING QUESTIONS at the monthly “The Social Media Club” and connecting with the brilliant and committed business owners that make up the very savvy and very smart, small business sector!

And I would be as happy as Larry if you shared this page with all your friends in your favourite online playground just here….

With Gratitude
Francesca Esposito-Rose B.Inf.Tech.
Business Mentor, Online Specialist, Author, Speaker & FaceBook Business Specialist


Does Facebook Jail Exist? (and how to avoid having your facebook business page deleted)

Business Facebook

Have you ever “Liked” a Page but noticed the “Like” didn’t stick? With the flicker of an eyelid, the “Liked” reverted back to “Like”? You click the ‘Like” button again, and nope, it still doesn’t stick? Or have you ever left a comment, only to find that the comment disappears? No, it’s not your eyes playing tricks on you or your PC playing up, this is “Facebook Jail”. If you have ever sat there and furiously Liked other business pages and left more comments in one day than the number of breaths you have drawn, then you could very well be in Facebook Jail or in the express lane for it. It’s never talked about, in fact there is no official warning that you get from Facebook, YOUR LIKE BUTTON SIMPLY STOPS WORKING. How do I know this? Because I’ve been there myself personally (and got out) and I have known others that have landed themselves there too. There are some BIG perils attached with being in FB jail (like having your Page deleted), so here’s some tips on how to get out, and stay out, of Facebook Purgatory….

What is Facebook Hell……

If Facebook thinks you’re a spam-bot (an automatic program pretending to be a human), it will mark your profile as a potential “spammer”. If your Profile is marked as a “Spam” Profile, then your comments won’t display on other Pages. And forget trying to “Like” other pages, each “Liked” will simply revert back to “Like”. If your “Like” button has stopped working or your comments never show, then you need to understand how you got there…

The Road to Purgatory…..

Friending more than 50 people a day, Liking copious Pages ALL IN ONE DAY or leaving a gazillion comments ALL IN ONE HOUR will speed you into Facebook Jail. (Guilty your honour, I’ve been there once before myself earlier this year in a fit of excitement one day when I found a bunch of Pages that I reeeeally loved. I should know better, but hey, I’m human too, I also get excited. Plus it’s my job to test the boundaries right?)…. It’s not so much the number of Pages you like or the number of people you send friend requests to, but more the SPEED at which you liked and commented. So “high-5″ for being a Ninja at your keyboard. However, if you keep up this lightning speed, your login into your Business Page (and Personal Profile) could become disabled (Facebook Solitary Confinement) or worse, you could have both your Profile and Page deleted (Facebook Electric Chair). But do not fear, you can get out (and stay out) of FB Jail, here’s how….

How to get out of Facebook Jail….

  • Have a cuppa
  • Slow down on the likes
  • Back off from the comments
  • Work on another project outside Facebook
  • I don’t mean abandon Facebook (far from it), keep posting to your own Page and Profile for sure, but just lay off other Pages for a little while
  • Why? Because Facebook needs to see that you are a human and not a spamming-type-program or a spamming-type-human. I know you’ve got auto-bot-type-super-powers when you are at your keyboard (or on your SmartPhone), but you need to cool your heels...
  • So, Facebook just needs to see you slowing down. This is just Facebook traffic control. If everyone was a Keyboard-Ninja like you, the FB systems would overload and their servers could crash. So marking your profile as a potential “spammer” is Facebook’s way of slowing you down. And it has slowed you up, right? You can’t keep liking and commenting when your buttons don’t work! So this is Facebook’s preventative damage control.
  • And, if you fly under the radar for a little while, soon enough, your like button will start working again, as will your commenting (from memory, this was a while ago now, but my “Like” button started to work again after a week or two)

So how do you stay out of the Facebook Sin-bin…. ?

  • I recommend posting to your own Page 2-3 times a week. This varies from industry to indsutry, business to business. Experiment with this, see what best fits your audience
  • I also advise leaving comments that are only relevant to what you do and the services that your business provides
  • There is a full list of “Facebook Etiquette” for Business Pages in my book Novice2Ninja
  • Focus on the quality of your content and what your Peeps really want to hear from you
  • My book contains a 10-step method to build your FanBase steadily and also contains lots of advice about how often to post, when to post, what to say and who to post to. All great stuff to get your head around if managing your Social Media is confusing or overwhelming you, I’m here to help {and I’m also available for 1-on-1 mentoring if personal sessions are more your style}
Buy Book Now “Novice2Ninja” Book a Session with Francesca

If you found this post useful, please share to your favourite playground, I would be over the moon with thanks to you for helping me share the love…

With Gratitude

Francesca Esposito-Rose B.Inf.Tech.

Staying out of Jail This Time

[Bird Photo courtesy of]



Invisible Business on Facebook? EdgeRank deMystified

Facebook essential for Business Marketing

Alot of my clients lately have been complaining that their Fans are not seeing their posts on Facebook anymore. How do they know this? Because their customers are saying things like “You’ve dropped off Facebook!” or “I never see your posts!”

Could your business also be invisible on Facebook? Is this why you’re not getting the results you want on your Page?

Don’t worry, Facebook has not abandoned you. What’s happened to you is one word, it’s called EDGERANK.

What is Edgerank you ask? Well, it’s a score that Facebook gives to your Page. Errrrr, yes, you are being rated. It is also called NFO (or News Feed Optimzation) and yes, you guessed it, the score of your Page affects where you appear in the News Feed of your Fans or if you appear at all. {Gulp}

So how does EdgeRank work? Well, there is a mathematical formula (below) which you don’t have to worry about, so don’t stress. The bottom line is that Facebook only shows the higest ranked posts in the News Feed of their users (your Fans). The higher your Page score, the higher up in the News Feed your posts will appear. Have you ever noticed that some posts just seem to linger at the top of the news feed for hours, sometimes days? It’s because those Pages have a very high EdgeRank score. So they not only appear closer to the top of the News Feed and are more easily found by their Fans, but they also last longer in the News Feed and have a chance of being seen by more eyeballs. So yes, how long a post stays visible in the News Feed also depends on the EdgeRank score of the Page.

Facebook News Feed Optimization NFO

Why does Facebook do this? This seems unfair right? I mean, why can’t all posts be equal, be given equal air time, and all Pages be given a fair go?…. Well, basically Facebook wants their users to love being on Facebook. No,  addicted to being on their platform. They want the experience of Fans to be enriched so they only show the best Pages. This way the Facebook company will have a long-term captive audience on their platform. Makes sense right? The more people that use the Facebook system daily, the more advertising they may click on while they’re chatting with their friends. Reality check, Facebook is a business too and they need to get the most bang for their buck. So if you have a low EdgeRank score, your posts may not even make it out of the gate. Eeeek. But do not fear, I am here to help.

So what does EdgeRank mean for your Business Page? It means two things…

(1) The better your content, the better you engage your Fans, the better timing of all your posts, the better your EdgeRank score. Simple as that. So if your EdgeRank score goes higher, the more visible your posts will be in the News Feed of your Fans. And Voila, you suddenly appear in the News Feed of your Followers again. So yes, it is a cycle, cause-and-effect, you have to have better posts today to rank higher in the News Feed tomorrow.

(2) Don’t give up. You do need to regularly post and regularly interact with your Followers to have a successful Facebook Page. Facebook is not set-and-forget. You do need to maintain your Business Page, and EdgeRank makes sure that you do this.

So how do you achieve both (1) and (2) I hear you ask? I have dedicated the first half of my book to sharing with you the secrets of generating better content, better engagement and better timing on Facebook. The second half of my book then is dedicated to how to improve your EdgeRank score so that your page can go from invisible to kicking-arsely successful. I also share with you how to build momentum on your Page and what you need to do to super-charge your Fanbase so that you have an army of raving Followers that adore you, buy from you and refer you to their friends. Do you want a piece of this? Buy my book now and stop wasting time and discover how you can have a kick-arse Business Page too!!

Buy Book Now “Novice2Ninja”

Here’s what everyone’s been saying about this book!

This book is THE 101 for Facebook success – Channel Seven
She is a genius – Wicked Waiters
One of the best investments I have made in my business – Semi D’Oro
This book has got me results! – Royale Limousines
Well written and fun and the succinct summary tables are really helpful – Topless Events
This is Brilliant stuff – David Freund Photography
I have already picked up some valuable tips – Stewarts Menswear
This book is an ideal tool for businesses everywhere – FasterLouder & Canstar

I now have the confidence to use Facebook for my business and for my clients – CalabashMedia

You can click here to read more reviews about Novice2Ninja….

I hope this post has been helpful in demystifying why your posts may have dropped off the planet. I am a small business too and I thank you for your support in buying my book. Without your support, I could not keep solving the problems so that you can get on with more important things – like running your business!

Also, if you loved this post and found it helpful, I would be very grateful if you shared it :)

Talk again soon xx

With Gratitude
Francesca Esposito-Rose. B.Inf.Tech.
Facebook Business Ninja sharing the love

Vanity URL – How to Get One and How this Helps Build your Fanbase on Facebook

Facebook Business Vanity URLLook up to the very top of your screen on Facebook – where you see

Do you have a Facebook name with lotsa letters and numbers at the end? Like this…..

Ooooops! If you have one of these for your business, then you haven’t set your “Vanity URL” yet. Your Vanity URL is the fancy Facebook name for your page and guess what, you need to set this pronto! Why? Because a Vanity URL is one way to help build your Fanbase on your Facebook Business Page…..

Here are some great reasons why you need to get your Vanity URL now….

  1. It looks more professional when a potential fan/customer visits your page
  2. It gives you a nice neat name that you can put on your business cards and at the bottom of your email signature
  3. It “claims” your unique name on Facebook and therefore secures your brand “name” on Facebook. V. important to do this.
  4. Other people and businesses can more easily “tag” your business if you have a nice neat Facebook name (you may or may not come up in the list when someone is trying to tag your business. The lack of a vanity url could be one of the reasons why you’re not showing).
  5. If someone is able to “tag” your business, then you’ll appear in more news feed. What a great way to help build your fanbase!
  6. But most importantly, once you have a Vanity URL, your business is lodged in the Facebook directory, which  makes your business “searchable” in the top search bar. And we all want our businesses to be found on Facebook, right!

So, let’s fix this! Here are the steps to claim your very own “Vanity URL” for your Facebook Business Page…..

  1. Click on Edit Page (this is your Admin panel)
  2.  Select Update Info
  3. Click on Basic Information in the left hand side panel
  4. Click the Change Username in the middle of the page and set your fancy Facebook name there….

Some rules (of course!)….

  1. Letters are allowed, both uppercase and lowercase are okay
  2. Numbers and full stops are okay too
  3. No other punctuation is allowed
  4. Spaces are not allowed! So for example, “SummerHills  Retreat” needs to be SummerHillsRetreat (without spaces)….
  5. But most importantly, you will never be allowed to change your Facebook name ever again (yikes!) so be careful what you choose. Things to think about when choosing a Facebook name….
  • make sure the spelling is right!
  • think about other branches or offices you may have and decide if you are going to have one big Facebook page for all your offices or one Facebook page per office. If you’re going to have a Facebook page per office, then your Facebook name needs to be unique per office
  • make sure the name you choose now is a name you will be happy with in the future! something to think about….

Once you have your “Vanity URL” set, your business will….

  • start to appear in Facebook searches in the top search bar when someone is specifically searching for your business
  • be more easily “taggable
  • be your piece of “Facebook real estate” forver :)

For more great tips like this on how to build a successful presence on Facebook and how to build your fanbase, hop on over to my ebook and click “BUY” – you won’t regret it :) It’s jam-packed with great insights and loads of tips like this that will help you kick arse on Facebook, and it also supports me being able to deliver more great tips like this for you EVERY DAY for FREE xx
Francesca Esposito-Rose
Facebook Ninjette

The new “Voice” feature on Facebook rocks!

Facebook has been copping alot of flack lately about all their changes, however this latest change is one I really love. The “Voice” feature has arrived. If you can’t see it yet, it’s because Facebook tends to roll out new features in stages, so don’t panic, you’ll get your “Voice” feature soon. Here is a snapshot of this feature on my Facebook Business Page….

The new "Voice" feature on Facebook Business Pages

The new "Voice" feature on Facebook Business Pages

Defining “the Voice” of your business is one of the most important steps of setting up a successful Facebook Business Page. I see so many Facebook Business pages that flop around with no meaning at all and no direction in their content. Then there are the Facebook Pages that seem to have nothing much to say at all.

I feel very sad when someone says they have nothing to say about their business. I don’t mean this to sound like a cliché, but every business is special. Every business has a voice. It may get a bit lost in the day-to-day running of your rent-roll; the things that first inspired you to start your business may have become a bit laced with cobwebs. However Facebook is now giving you a new chance to re-discover that excitement. Facebook gives you the opportunity for a new lease of passion for your business.” Page 55, “Novice2Ninja – Facebook for Business”

Really tuning into what your business is all about is the first place to start if you want a successful Facebook Business Page, a page that really rocks and kicks arse. In my business as a mentor, I would never progress past this point with a client unless we really zoomed into what the real message of their business was.

So why take the time to define the voice of your business? This is one of the most crucial steps of this book. I know it may seem a bit touchy-feely but we do need to reveal this stuff to know where the heart of your business lies.” Page 56, “Novice2Ninja – Facebook for Business”

I actually cover this vital step in great detail in “Step 2″ of my 10-step Action plan in my eBook “Novice2Ninja – Facebook for Business”. My book guides you through this whole process and holds your hand through the scary, unknown and new bits. It also covers a 10-step method to plan your complete Facebook strategy. Planning is essential, however knowing what-to-do, and more importantly, what-not-to-do, is even more crucial. I found it absolutely imperative therefore to guide other businesses around the pitfalls and to share proven methods that work.

Buy eBook Now “Novice2Ninja” Only $39.95

As for the Facebook new “Voice” feature, it is a handy way to “switch” from your Personal Profile to your Business Page. To do this, simply click the “change to” button which appears at the top middle of your screen.

The benefit is that you now don’t have to click the “down arrow” to “switch” between your Business Page and Personal Profile which was always a bit tedious. It’s the simple things….


Francesca Esposito-Rose

Helping Businesses find their Voice


For related blog posts read….

The “Juice” in your Business

The New “Offer” Feature on Facebook

Facebook New Timeline Changes

The 7 Vital Tweaks your Facebook Business Page must have

10 Compelling Reasons why your Business needs Facebook

Facebook is not Dead





Don’t Believe the Hype – Facebook is Not Dead

There’s been a lot of talk recently that the rocky launch of Facebook on the stock market is a sign that the company, as we know it, is dead. Some folks would have you believe that Facebook has run its’ race. Don’t fall for the recent share-hype – Facebook is Not Dead. Far from it. And for anyone with their Business already on Facebook or looking to get onto Social Media, don’t panic. As my teenage son would say, “It’s all good.”

In this post I talk about the 10 main reasons why your Business STILL needs to be on Facebook even though the recent share-float is off to a shaky start. I just want to clear the air on this subject because it’s been bugging me every time someone says “haven’t you heard the share launch has failed so Facebook is over?” Alot of the clients I mentor and work for have also been asking me to write a post on this topic as some folks are now worried that they have been wasting their time putting their businesses onto Social Media.

Okay, so here’s the deal. The share launch has not failed. In my opinion, it is just finding its feet (and having worked in the stock market industry in my earlier career, I’ve seen companies take aaagggggeeees to sort out their stock-launch teething problems). And Facebook WILL find it’s optimal share-price, just give it some time. Why am I so confident about this? Let’s get real. Facebook was a strong company BEFORE the share float. And guesss what, it’s still a strong company AFTER the share float. Facebook just needs to find its right price, in the marketplace, in the real world. A wobbly share float doesn’t wipe out the company. It just means that the accountants and the underwriters need to get the logistics right. The Google share launch didn’t go according to plan either, back in its’ day. But Google founds its’ feet, eventually. And the last time I looked, Google share prices were looking very healthy. Besides, Facebook must be a strong company to even consider a share launch in the first place.

Question: How many companies before today have had a rocky start on the stock market?

Answer: Loads, we just don’t hear that much about them. Yes I do believe that Facebook has copped a fair share of media hype over this share launch. But Facebook should expect that, being such a large company.

And let’s not forget that share prices only ever reflect the sentiment of the stock market within the economic climate at the time. There is also a general lack of enthusiasm from the stock market when internet-based companies want to float some shares, regardless of how strong the company is. Traditionally, the stock-market has always treated “Internet” companies with great caution.

However, online, in the internet world, Facebook still rules supreme. Why do I say this? Because here are 10 great reasons why your business STILL needs to be on Facebook….

  1. Out of all the companies that are offering TO MARKET YOUR BUSINESS online for you, Facebook is still one of the biggest companies on the inter-webs. And out of all the Social Media platforms available today, Facebook is still the biggest. By a long shot. Facebook has almost 1 billion users and no other system online comes close to this. If Facebook were a country, it would be the 3rd largest country in the world.
  2. Facebook is rivaling Google for the biggest slice of internet attention. That’s a lot of eyeballs that could be looking at your business and who could be buying products from you. Your business needs to be on Facebook. Your business needs these eyeballs looking at your products.
  3. Facebook is a free platform to showcase your business. On Facebook, you can find new customers that you never had before. Treat Facebook as a brand new shiny market that your business never had access to. Treat Facebook as a free website for you business, but with loads more dialogue.
  4. Facebook has very deep analysis of its 1 billion users. This analysis is given to you on a silver platter in the form of Facebook Ads. You can grab this opportunity and advertise your little heart out to the preferences of a slice of these 1 billion users. There is NO OTHER platform on this blue planet that gives you this kind of accurate demographic to advertise to. Marketing companies spend thousands of dollars to reach a targeted audience like this in any other scenario. Compared to all other forms of advertising, Facebook advertising is actually very low cost, from only a few dollars a day. Pretty inexpensive marketing really.
  5. Facebook is a community, and this community is not going anywhere else anytime soon. The community on Facebook is driven by something a lot deeper than economics; it’s driven by the human need to connect. After food and shelter, our need to belong is very primal and instinctive. Whether you use Facebook for business or pleasure, everyone on Facebook is essentially CONNECTING with eachother.
  6. Facebook for Business is just marketing and it should be an important part of the marketing mix for your business. Relying on Facebook alone is a mistake though. I always advise the clients that I mentor one-on-one that it’s essential to use various different tools to market your business. Do not rely on one platform alone. However, just because the initial Facebook share float has not gone according to plan, this does not mean Facebook should be ignored as an advertising channel for your business.
  7. Including Social Media in your business is very important if you want to remain competitive and if you want new customers to discover your product. Discovery is the first step to achieving a sale. Without discovery, there is no sale. Facebook is a powerful way for your product to be discovered.
  8. Facebook is a brilliant way to engage your customers. Here is a juicy opportunity to regularly remind your customers that you exist, and hopefully, they may purchase again from you in the future. Facebook allows you to frequently be in front of your customers, when, chances are, they may have otherwise long forgotten about you. Treat Facebook as a big subscription list but with pictures and alot more fun :)
  9. Facebook is a perfect place to do market research – asking questions of your Fans about products they may want or services they may need, is a match made in heaven. This is a free forum for market research folks!
  10. And most important of all, you can make money on Facebook! Facebook is just another shop front for your business. I can’t imagine why anyone would want fewer channels for selling their products!


My opinion? This share price kafuffle is just teething problems in the back-office-accounting department. So it looks like the share-price organisers got a few things wrong at this share-launch party. So what! We’ve all thrown a dud party or launched a dodgy product, right? And yes, if your business is already on Facebook, I do believe you have turned up to the right party (online).

My advice? Ignore Facebook at your own (business’) peril.

So it’s a big phat…..

Facebook essential for Business Marketint

…. from me….

What do you think? Do you think Facebook is doomed? Or can you see the benefits of Facebook for your business? I’d love to hear your opinion on this…. And can you think of other great reasons to be on Facebook with your business? Drop me a comment and tell me your thoughts, I’d love to hear from you…… and don’t forget to like this post if you found any information in this article interesting or helpful….



Francesca Esposito-Rose

I’m Still a Believer