Continuing with the topic of social media I raised in my Blog entry, “Tweet Your Business Up on Twitter,” this entry will describe the ways in which a business can benefit from an optimized presence on Facebook. Facebook, still the dominant site in the social media space, has some key tools to help businesses connect with prospect clients. One of these tools is called Pages which provides an opportunity for a business to create a personal profile page for itself, much in the same way as an individual on Facebook does..

A recent upgrade to Pages allows updates posted by a business to be sent out to users’ feeds. This feature of Facebook, the ability to share information with all your close friends through a single update to your profile, is the most popular and well-used feature of Facebook personal users. It can be an extremely powerful tool for businesses. If a business can build up a sizable fan base, a good, targeted message can make a profitable difference in its website traffic and revenue in record time.

The following tips, which were published in a recent Website Magazine article, will be helpful to building a strong brand on Facebook for your business:

Create a Custom Image. According to Website magazine, images are one way in which users decide whether to follow a group – in this case, your business. The image should reflect the quality as well as the accessibility of your company. As with most situations, you have one chance to make a good first impression so you want to make the most of the opportunity.

Add Relevant Applications. One of the goals of a Facebook presence is to encourage users to make repeat visits to your page, thereby increasing the probability that they will do business with you. One way to achieve this is to add applications that add value to or are of interest to users. Website Magazine uses the example of a blog that offers coupons or discounts or a quiz that facilitates feedback.

Develop Custom Tabs. A new feature of Pages is the ability to include custom tabs as links to websites. Using my company, Mercury Web Solutions, as an example, we could add a tab to our presentation website or a tab that links directly to the SEO section of our company website. Another way to customize a Facebook page is to include custom HTML, taking information directly from a website as HTML and putting it in a custom Facebook box on your Page.

Network and Update Often. It’s important to actively network through your Facebook Page. Send a follow up post to users who add your company as a fan. When you post a video or something of importance, share it with members and ask them to share it with their network. Take advantage of applications that help you update your Facebook page automatically. For example, Flickr and YouTube have applications that will automatically update a Facebook Page.

Publish Quality Content. Continuing to provide users with timely, relevant information is the most important way to maximize the impact of having your business on Facebook. Update content often and make it interesting to users.

The impact and importance of social media on the Web increases daily. It’s important to make sure your business is part of this trend. Facebook and Twitter are a great way to get into the conversation.