Your Facebook page setup isn’t a “set it and forget it” kind of thing. If you haven’t looked at your About section in a while, it could be offering inaccurate information.
Facebook is constantly shifting around the Facebook business page and making changes.
Over the last couple weeks, we’ve found that this is causing issues for our chiropractic clients, whose information has disappeared as input fields have changed and categories are re-organized.
One of our new clients found his page wrongly categorized as a “Yoga Studio” (I’ll explain why in a minute) and another showed the generic category “Doctor” instead of “Chiropractor.”
So what can you do? I challenge you to do a 5-Minute Facebook page audit. It won’t take long for you to make sure your information is complete and accurate, and I’ll show you just where to look.
Getting Started with your Chiropractic Facebook Page Audit
Use a Computer
I recommend reviewing your page on a computer rather than the Facebook app on your mobile phone or tablet.
Facebook page management is improving on mobile, but desktop will still be quicker to review and allow you to easily copy and paste information from your website if needed.
Where to Go
On your computer, head to your Facebook page, either by typing in the URL in your browser or going to facebook.com and searching for your page.
Once you’re there, click the About link on the left.
5 Elements to Audit in the Facebook About Section
Thankfully, I’ve never seen Facebook’s changes affect or remove a page’s address, phone number, email, or website.
Still, these elements are critical and worth a glance over. You may have made changes to these at your practice and not thought to update them on your Facebook page.
Have you recently changed your hours? Ensure they are correct here on your Facebook page so you don’t frustrate your patients.
As I mentioned, Facebook changing primary categories for pages has been a huge issue for our new and existing clients.
Your category should be listed at the top of your page and it should display simply “Chiropractor.”
The problem with the two pages I’ve corrected recently is that they selected multiple categories on setup, and then Facebook chose the wrong one as the primary category when it made a change to display one category only. This is why it’s so important to audit your page regularly.
Facebook will only keep the most specific category, so there is no reason to choose both “Chiropractor” and “Doctor.” It will remove “Doctor.”
If you do offer services other than chiropractic (like on-site Massage Services or an on-site Nutritionist), feel free to add those. They won’t display on the page but may help in your search rankings. Just make sure “Chiropractor” is the first category to display.
How Facebook uses the Short Description (now called “About”) is constantly changing. This used to display on the Home page in the right column, but it no longer appears there.
The description here sometimes shows in search results and may be used to rank pages in Facebook search, so it’s important to have it filled in.
I like to be brief in this section, and I always make sure I am using the doctor’s focused keyword he or she would like to rank for in search.
Facebook’s Long Description is now called “Story.” Many page owners don’t take the time to fill this in because it feels too open-ended. Don’t worry, though, it’s not too hard.
The Story is important to share detailed information about who you are, who you serve, and what services you offer. It is also a great place to naturally weave in keywords that are related to your search ranking goals.
Here’s my secret: if you’re stumped, just copy and paste your favorite paragraphs from your website’s About page. Don’t copy it exactly or in its entirety (you want to avoid duplicate content), but that’s a good place to start.
How to Make Your Audit Easier On You
Don’t have time to review your Facebook Page’s About section every month? Delegate it.
This would be a good task for your office manager or marketing specialist. Provide this list and ensure they check all of these items monthly. Ask your marketing provider if they do this—We provide regular review of Facebook page information for all of our chiropractic clients.