Facebook is such a vast expanding platform, the giant slice of the social media networking space that everyone and anyone can use. To be have a Facebook account was initially a fun, socializing gesture, limited to friends, family and acquaintances. However, the platform was eventually catapulted to serve marketing and branding functions for businesses. Well that's when being social acquired a whole new meaning.

While some businesses are certainly the masters in this domain, there are others who are still making their way up through the ladder. The important thing is Facebook gives space to everyone equally. That's what makes this such a popular platform for businesspersons, probably after LinkedIn. There are no set guidelines, the crowd is vast and varied, interests can be mixed-n-matched and interaction is real time.

However, as businesses one just simply cannot overdo or overuse the platform recklessly.

Here are some basic Facebook protocols that prudent businesses should take care. Conduct in the virtual world is fragile and bad performances weigh down heavily. So tread carefully.

1. Promote Right

Getting maximum likes on a post you shared on your page is a brownie point all of us are vying for. However, as businesses your job is to promote yourself rightly and judiciously not beg for "likes". Sadly that happens with many business pages. Networking through personal contacts is one thing but using that to gain false "likes" is practically of no value. The fact is to garner attention beyong your in-circle, that's what market expansion in real terms means. So just quit people you know to "like" your page status and posts. If your content is quality, fans automatically respond to it positively.

2. Maintain That Feed Balance

Facebook pages have no restrictions on the quantity of content you share or post. The deal is to say something of value to the fans who like your brand and thus generate interaction. There are some businesses who overdo the posting act. Clogging up your subscriber's notifications evey two minutes is irritating. The key is to post at scheduled intervals so as to keep the attention spans of customers ripe.

3. Hashtags

The latest addition to going viral on Facebook is the hashtag tool. It really does not cater to brand engagement but rather streamlines the particular topic of interest. The thumb rule on Facebooks, as on Twitter is to be relevant.

4. Keep Aloof Of Politics

This has probably been repeated n number of times. But the case with Facebook is that it is a multi-polar platform where lines between personal and professional interests intertwine. The mentality, even with businesses is to pose up as sympathisers when national disasters, political crises and other unfortunate happenings occur. As a business page, you are there to develop a customer-client interaction not articulate policy and disaster management tips. A once-in-a-while relevant cause championing is okay but making it practise will get you no where as a brand since responses from your customers can be divergent. Politics ain't your business, simple!

5. Don't Brandjack

Brandjacking is basically acting as a copycat. It is common practise to take advantage of a trending phenomena no doubt like the Gangam Style video or the Harlem Shake that were huge. However, the idea is to introduce a touch of own creativity to your business page on Facebook. That is what will count as your point in the real time marketing column. The line between the two is very fine.

6. Be Your Own Fire Fighter

Glitches happen. As businesses, handling a bad situation from becoming a bad PR stunt for your brand, be your own fire fighter. Instead of remaining calm and avoiding communications, it is best to take that frontfoot action and remain connected with audiences who are obviously confused.

7. Personalize

The key to becoming a Facebook hit is to personalize your posts, responses and offers in a way that endears the customer as the center of your attention. Be it queries or messages of query that come by, be sure to respond to everyone of them within good time. Delays look bad. Moreover with the introduction of a personal "REPLY" option for business pages who have activated the function, personalization should just not be an issue anymore. In addition, keep up the humor quotient running in tricky situations. That's the best way to tackle uncertain situations.

Being a Facebook hit is a careful act. With far too many like minded fish in the ocean, it is best to follow proper etiquette while communicating. Facebook is a great platform , it's best to use it judiciously.

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