I recently audited the social presence of a group of individual businesses within the travel industry.  While the audit was specific to one sector it is a fair representation of many small to medium businesses who similarly use social media to promote their services.

My end task was to determine who, within the group, was using social media to effectively promote their products and services.

While some companies used multiple sites including Twitter and Instagram, Facebook was overall the primary social media platform used.  That makes a lot of sense as Facebook is still the leading social platform  plus recognised as the site consumers use to help make their travel decisions.

Aside from vetting the overall content shared by the individual travel agencies, I needed to check how the page looked from the perspective of a first time visitor.  Here I was looking for branding along with any relevant information a new (or not so new) user might look for.

From my findings I’ve put together a list of things businesses had either overlooked or simply were not using to best advantage on their page.

I’ve followed that up with an action tip and relevant examples to act as guidance for when you’re doing your own Facebook page audit.

Call To Action Button

On your page you have a button that offers a variety of options to customers including Call, Email, Book and Sign Up.

Facebook Call To Action Button

On a number of pages I audited, the button was set to ‘Contact Us’ however, on clicking the button, the user is re-directed to the company’s website.

Now to my mind if you have a ‘Contact Us’ button on your page, the user will not want to be pushed through to a non-interactive website.  I’m pretty certain it could tick them right off – as it would with me.


Go in to the edit button feature and choose the action you’d like your prospective customers to take when they find your Facebook page. Make sure all the information is correct and relevant.



The Edit Button Feature Social Media Coach Blog

The very nice one-tap call to your business is sooo easy to set up.Call Us Facebook ‘About’ Information

If someone does hear about your company and want to check you out,  it’s very possible they will take a look at the ‘About’ information on your Facebook page.

I came across a number of businesses who had not completed this or only very minimally.


Facebook Page Audit Tip Go into your ‘About’ page and start updating it. At the very minimum, you need to make sure the address is in there, the map is correct, the button has been edited to how you want it plus all contact details are visible.

I’ve used an example below pulled from my own page to show you a completed ‘About’ page


Facebook Page About Information

Facebook Page Logo

For many small businesses having a designer create a logo is often something that goes on the long finger.  Many will have knocked up some kind of logo using Word and it works well enough for their letters and invoices.  However, with social sites pushing you to upload logos in a jpeg or png format, some with no logo choose to use an image instead.

Problem is, the image is often a beach scene or similar with absolutely no branding whatsoever for the agency.

Another problem is resizing.  Now this was particularly noticeable with logos that had a horizontal design.  What happens is, when the logo is uploaded to Facebook, only the middle section is visible.

One company had a reasonably well designed logo that looked good on their website.  It was built around two words.  The first, the owners name and the other, the word travel e.g. XXXX Travel.  It wasn’t a particularly long name but even so, without any resizing, their logo appears on Facebook as ‘ravel.’

And one more thing, while some did resize their logo, the text became so small the logo was nothing more than a blur in the Facebook newsfeed.


Facebook Page Audit Tip First thing I’m going to ask you to do is to go into your Facebook home page and look at some of the brands you follow.

Give their logos some scrutiny.  It may be your first time to do so but it will help to give you ideas around what works and what doesn’t in a busy Facebook newsfeed.

I’ve also screen grabbed logos used on Facebook by brands familiar to all – well those of us in Ireland anyway.

An example of one is the Irish Times. On Facebook the logo is extremely simple – the letters IT in white on a black background.  It’s instantly recognizable in a busy newsfeed.

If you look at the Irish Examiner, they’ve chosen to do something similar as has Entrepreneur.

Slightly different but as effective is Turkish Airlines’ use of the very familiar white bird on red background.

Facebook Page Logo Design

As a logo is part of your identity and it helps contribute to the overall brand culture you’re trying to foster, I would suggest thinking about having one designed for your business. It’s no longer that expensive plus when it’s done, the designer will create your logo in a variety of sizes for use online and across all your marketing materials.

If you don’t want to go down that road but you have a little creative flair yourself then I urge you to check out the free Canva.com.

I use Canva all the time and you’ll see why when you access the site. It’s fantastic for designing graphics plus it’s easy to use.

Canva for Design

Go in, have a play around and get familiar with the site and what’s on offer.  Use the custom dimensions  of 180px x 180px – the dimensions required for your Facebook page logo – and create that new logo you’ve always wanted.

Now there were a number of other things I found in that audit that I could share but as content related I’ll cover in another blog. With the suggested tips I’ve covered in here and assuming you follow them, you’re well on your way to instilling confidence in any prospective consumers who find your Facebook page.  And it’s confidence in your company, in the service you provide that moves consumers to the end of the buying cycle.

To your online success!

Carole Smith, SynNeo

Carole Smith is an online marketer who helps businesses learn how to effectively use the social channels to grow their business.  Her company, SynNeo offers 1-to-1 and group training delivered online or onsite at your chosen location.

To contact us for more details T: 353 1 547 7884 E:info@synneo.ie


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