In general, social media is about connecting with people and building and maintaining relationships. By doing so, you become less of a “service provider” and more of a “trusted friend.” To achieve this, a key goal of any Facebook business page is to get potential customers and business partners to “like” your page, which lets your posts appear on their Facebook page. HubSpot points out that businesses with more than 1,000 likes can generate 12 times more leads than a business with one to 25 likes.

Here are some tips to help you connect to potential customers and business partners on Facebook:

Post more shareable content than likable content. Whenever you post content, a reader has the opportunity to share it, like it or do nothing. The goal is to provide useful information that not only satisfies your readers’ needs but compels them to share the information on their page, as well. When posting, include business tips, and community news and events. Posting about your own successes is OK, but don’t overdo it.

Optimize your profile. Your “About” sections in your profile are critical for being found in search results and for gaining the trust of potential customers. Don’t brag about yourself — display your skills by telling readers how you can help them. Also, use keywords in your profile that help build your brand and that potential customers would use to find you.

Be an active Facebook community member. Use your mobile phone to alert you to Facebook activity and then respond as soon as possible to comments, messages or friend requests. Answer Facebook queries just as you would important phone calls. Your quick response will show people you’re eager to help.

The latest stats show that Facebook has 1.11 billion users worldwide and — according to Mediabistro — 510,000 Facebook comments are posted every minute. Make use of this formidable lead-generation platform.

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