Facebook for Business
I joined the Facebook for Business team to get some marketing experience after Apple.
What I didn’t know is that my manager would soon leave and I would be asked to lead the team of writers, designers, and engineers who worked on the site.
I spent a year working on a redesign and the strategy for the core site of our advertising platform, in addition to leading all copy, content, and video. In the end, FB4B was a significant factor in helping Facebook reach 3 million advertisers in 2016.
FB4B site 2.0
The original Facebook for Business site was what we called brochureware. Aside from a few pictures and a message that said “we run ads,” Facebook hadn’t thought through their strategy as an ad platform. Working with the PMM org, we crafted the first narrative around why businesses would want to reach their customers on Facebook.
Learn How
The heart of FB4B was the Learn How section, a self-paced e-learning experience disguised as a help center. We worked with an agency, Fell Swoop, to advise on site IA and research to learn what SMBs wanted most. Turns out it was pretty simple: Tell me how much Facebook ads cost and how to run them.
This type of resource had never been created before, so I had to work with the entire product marketing organization just to define simple terms like ad, page, and pixel for non-expert audiences.
It was a huge success in terms of new advertisers and their spend. Also, I’m proud to say that the FB4B learning content was heavily used for V1 of Facebook Blueprint, Facebook’s global advertising certification program.
