The Anatomy of a Facebook Business Listing

Whether you like it or not, Facebook is still a thing. Everyone and their mom (literally, my mom needs to cool it with the memes) spends too much of their day on this social platform that was thought to phase out much like Myspace. As reported by Pew Research Center, Facebook is the “most-widely used of the major social media platforms” with 68% of US adults using it. Compared to the 2nd most popular social media site, Instagram, with only 28% of US adults actively using it, yes, Facebook is in fact still very much a thing. Not only do US adults have a Facebook profile, they actually use it. Facebook is the most frequently used social media site with 76% of users visiting the site daily.

With the majority of adults in the US visiting daily, Facebook becomes more than a place to share pictures with family members states away, hold political debates, or an easy way to wish your pseudo-friends “Happy Birthday”. No, this is where your customers are hanging out, looking for info, and looking for you.

Many businesses, large and small, realize the importance of having a presence on Facebook and have completed the first step of creating and managing a brand page. But few are as effective on the monster social media platform as they could be. If you are a multi-location business, you are just getting started.

Brand pages are necessary for a centralized brand presence, but 80% of social media consumer engagements with a brand take place on local pages and only 20% takes place on corporate pages. In fact, across all metrics local pages outperform brand pages (MomentFeed customer data). Are you giving your customers the opportunity to engage with you on the local level?

If not, Facebook location pages are for you. We’ll dissect what a location page is and the features that you should be taking advantage of.

The Brand Page

A locations tab can be enabled to set up the parent/child relationship between the brand page and the location pages. A consumer can then find any location page from the main search bar or from the Locations tab.

The Locations Tab

The locations tab houses all the location pages, helping customers to find a store near them.

The Location Page

Localize your content with location pages. By setting up location pages, store managers or social teams can:

  • Push content from the brand page to location pages or customize content to specific locations. Profile and cover images can also be pushed out or customized.
  • Include a call to action on your location page driving customers to call, book a service, learn more, make a donation, visit the website, or download an app. You can also link certain partner apps, including Microsoft Bookings, Front Desk, Home Advisor, and more.
  • Assign other administrators with different levels of access including Admin, Editor, Moderator, Advertiser, Analyst, and Live Contributor.
  • View metrics for all locations or individual locations.
  • Promote your page to expand your audience

Location Pages on Mobile

Facebook location pages on mobile are simplified, with the call to action buttons being prominent and directly under the page’s cover photo. Call to action buttons link to the same action that is set on for desktop users as well.

Location pages are just as important as the brand page and provide a valuable opportunity to engage with your consumers and get them to convert right then and there. Facebook is still adding features to manage locations in bulk, but they do understand that users are looking for more information, leaving a review, booking an appointment, or taking action right away. So if you still think Facebook is on the way out, and you don’t have location pages, GET ON IT!


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