Over the past month we’ve been helping one of our clients launch their Facebook presence. This has given me time to reflect on you can develop a personal and respectful relationship even when you are acting as a company or organization.

Narrative Voice

Facebook is filled with people who want to connect with people, companies, and causes they care about. However, many are slipping in during the odd moment of freedom at work and don’t have time to waste.

It’s therefore a good idea to aim for something short, clever, and conversational. It’s fine to acknowledge your personal agency as an author, but be sure that your posts always have a clear purpose relevant to the organization you’re representing.

This is most easily accomplished when your posts are driven by passion and calls to action.

• If you’re excited, geek out and explain why.
• If there’s a way to act now, share it.
• If you’re concerned, let it show.

Facebook is not a venue for cold impartiality. Use the first and second person freely.

Remember: Anyone who follows your company on Facebook wants to know what it’s up to.

Frequency & Content

Facebook makes a great hub for your social media efforts.

• When you post a new video, talk about it on Facebook
• When send out your newsletter, put a teaser on Facebook
• When a blog article goes live, make sure people know about it on Facebook.
• When you discover a new social media platform, let your Facebook audience know

That alone may be enough to keep your Facebook profile alive, but you’ll probably want to add some regular Facebook-only posts into the mix.

It is best to start by picking a day of the week when you will always make it a point to visit your Facebook profile, respond to comments, and post a single status update with a clear and simple call to action.

Posts to consider

• An invitation to an event you’re hosting.
• A short description of troubling legislation and a link to readers can take action.
• A question on a subject directly related to your industry.

However, if you are able to maintain a stronger Facebook presence, it is worth considering daily posts of this nature.

When to Post

As with any social media channel, you should aim to post about an hour before the users most likely to act log on. If you’re interested in Facebook shares, that means the lunch break, but it can be helpful to see when you get most of your phone calls if that’s the way you want people to respond to your posts.

Who to Like

As an organization, it is best to like other organizations that have a similar purpose or which provide resources useful to the audience you serve. Good choices include:

• Anyone whose product you sell
• Referral partners
• Professional organizations
• Accrediting boards
• Industry news channels

When to Comment

Earlier this year, Facebook added the ability for users to post comments in their organizational persona. A few simple guidelines can save you from future headaches.

1. Respond to to anyone who comments on one of your posts.
2. If someone is not directly addressing your organization, only comment on posts by other organizations
3. Only comment when you want information or you are prepared to voice support as an organization
4. DON’T post to prove a point
5. DON’T start or participate in any online fights
6. Remember that with every post you are speaking for your business

If you see something that requires disagreement, formulate your argument clearly and civilly, and post your reply on a blog that you control, and provide links. If it’s not important enough for a well thought-out blog post, it’s not important enough for a reply.