Verify your Facebook page if your business is based in the US, UK, Canada, Australia and New Zealand
Importance: For small business owners using Facebook
Recommended link: Facebook's new Help page on Verification
There are 45 million businesses pages on Facebook, and anyone can set one up and start posting. There are bound to be duplicates, with many of the same pages being set up by well-meaning staff members across different areas of the business, or even by members of the public. Facebook recognises this problem, and has just released a new feature to help business owners verify that their page as the official mouthpiece of the business.
Facebook started rolling out the new verified badges for local business on October 6th.. This is a small tick symbol that appears just to the right of their company name. It will help users see that your page is the true representative of your business and thus getting your page verified will in all likelihood help your page increase it’s number of likes. This will be especially true if there happens to be duplicates of your company page, because whilst currently people searching for you will be spread thinly over the existing pages, now they will know to visit your page. In addition, having your page verified will mean it will appear higher in search results, potentially attracting more customers than it was previously.
How to set it up
To start making the most out of this new feature, simply go to your page’s admin settings and you can verify your page straight away by using your business's publicly listed phone number. Alternatively you can upload an official document proving your businesses’ address, but this will take several days to be verified by Facebook.
Who can use the feature?
At current the feature is only available to those in the US, UK, Canada, Australia and New Zealand, and only for local businesses. Local businesses are a category of Facebook page where the business’s address is displayed on the page itself, which basically means it is only for small businesses with one location, rather than for companies with multiple locations.
However that is only the beginning of Facebook’s plans for this new verification feature. Facebook has announced that over the coming weeks it will be rolled out to other markets and eventually give all business pages on Facebook an option to verify themselves.
The evolution of social
This new feature may not seem a big deal in many ways. It’s just a little tick symbol after all. However it represents the evolution of social media marketing, and shows how the industry is maturing. It is moving away from the Wild West where anyone could set a page claiming to represent any business to a model which requires verification and where social is clearly valued as a key communication method for a business. When something becomes valuable you have to start protecting it. This is exactly what Facebook is allowing businesses to do with this new feature, and it will probably help them to solidify their current leadership of social media marketing market.
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