Company Facebook pages have become an important online communication tool for businesses. Never before has there been this type of access to a mass audience. Facebook has provided an avenue for companies to communicate directly to consumers and in turn receive unfiltered feedback.

However, it is important to understand that how a company Facebook page is set up and handled is crucial to its overall success. Here are five quick tips for running your company’s Facebook page:

1. Ask yourself the two Ws when posting on Facebook: who am I speaking to and what do I want to achieve?

Facebook posts need to be relevant to your audience, which inturn will build trust and keep them interested and engaged in your page. Remember that Facebook was designed as an interactive communication tool, so keep your posts in a two-way conversation and provide something of interest to your fans.

2. Use Facebook to steer online traffic back to your website

Although Facebook is important tool in developing your company’s online presence, it is not wise to invest everything in it. Think of it this way – if Facebook were to block your company page tomorrow, would you still have an online presence? A Facebook page should be used as a medium to drive customers to your website (which is completely owned and managed by you). Remember – don’t put all your eggs in the one basket!

3. Consistency is the key

Make sure there is an underlying theme behind all your Facebook activity that is consistent with your brand, its overarching message and your audience. This way you will retain your fans and keep them interested and engaged.

4. Keep on posting, but don’t spam your fans

There is no point in only posting on Facebook once a month about a new product release or random company fact. To have a successful Facebook page you need to post regularly and keep the posts interesting, topical, timely and relevant. This will help create reader loyalty and interest in your Facebook page. We recommend you develop a posting schedule which provides you with a guideline for what you are going to post about and when. But remember, don’t over do it. Try keeping posts to one a day; you don’t want to block up your fans news feeds.

5. Take complaints offline

As more people turn to Facebook to make a complaint it’s important to know the right way deal with these. We recommend you avoid an online company “bashing” and take your complaints offline. This doesn’t mean delete the post. In fact, never delete a negative post; you’ll only anger the customer more. The best way to deal with a complaint made on Facebook is to apologise and direct the customer to a contact phone number or an external email address. Never engage in an argument with a customer on Facebook!

So there’s a few things to keep in mind before you jump on Facebook and start posting.