The Facebook Terms of Service, under Registration and Account Security, state

You will not create more than one personal account.

and

You will not use your personal timeline primarily for your own commercial gain, and will use a Facebook Page for such purposes.

Given these rules and the inability to participate in groups as a Facebook Page, I know a lot of artists and entrepreneurs who get frustrated with the perception that they can’t promote their businesses.

1. Update your profile photo.

Facebook groups can be imperative for networking and business-building. Your profile picture is your first impression. Keep the basic rules of a good profile photo in mind, and stay authentic to yourself and your brand.

ProTip: Keep the photo of YOU not you and your bestie, your pet, or your kids. People want to know who they’re talking to, a photo of YOU makes you appear more trustworthy.

2. Update your cover photo.

The cover photo is a great place to show off your family, your pets, your favorite vista. Again, keep it true to yourself and your brand, but be cautious about HOW you use it to promote your ventures. If it’s a screen shot of your business logo, your pay-to-attend event, or similar promotions, you may come across as pushy.

ProTip: Make the photo relate to your business. If you’re a musician, use a picture of your instruments; if you’re an artist, take a photo of your materials.

3. Use your intro.

Think of these 101 characters as your speed date. It doesn’t have to be all business, you can shout out your allegiance to a sports team or declare your love for bacon, cheese, and chocolate. What are the people and things that matter to you? What hats do you wear and what roles do you play?

ProTip: Imagine an acquaintance has just introduced you to your idol. What do you want him or her to remember about you?

4. Update your featured photos.

This is another great place to highlight your friends and family. You can also use it to showcase your business logo, event flyer, or book cover.

ProTip: You get five pictures, a maximum of 2 should be business related.

5. Update your workplaces and schools.

If you’re self-employed, a freelancer, or an artist of any kind, you should have a Facebook Page to promote your businesses and services. In the “About” section of your Facebook Profile, you can add your Page as a workplace. So instead of a generic “Singer at Musician” your Profile would link to a Page that people could then Like and Follow.

ProTip: You can choose which of your workplaces are public and which are private or shown to friends only. If you have a “day job” at a company that isn’t affiliated with your Page, make that workplace private or friends only.

ProTip: Avoid being overly cheeky in your workplaces and schools. Relevant education and work experience can lend you credibility, but entries like “Attended the School of Hard Knocks” or “Studied nothing at None” can make you seem flighty.

6. Edit your privacy settings. 

There are two ways of looking at this, either keep most things Friends Only and make certain posts/information Public, or make most things Public and make certain posts/information Friends Only. Either way, make sure there’s SOMETHING on your profile to give people an idea of who you are.

ProTip: Go to Settings/Timeline and Tagging and select “View As” to see what the public sees.

7. Update your Content and Basic Info

This is where you can link to other accounts (Instagram, Twitter, etc) which may have different rules about how accounts are used. The Facebook algorithm seems to suppress posts which were shared from other social media websites, so you should make it easy for potential followers to find you on those platforms if they choose.

ProTip: If you have a blog, register a domain and share that under the website heading. Don’t list your Facebook Profile or Page as your website.

8. Find and participate in groups. 

There are hundreds – if not thousands – of Facebook groups dedicated to any topic you can imagine: music, poetry, reading, photography, etc. Find the groups that are relevant to your field(s) and participate. This is where a LOT of networking happens. Some of my best clients and colleagues have come from authentic participation in groups.

ProTip: If a Facebook group has rules, abide by them. If you don’t like their rules, don’t attack the people who created and run the group, just leave it.

9. Don’t hesitate to make requests.

As it’s grown, Facebook has become less about keeping in touch and more about networking. If you meet someone through a group (or a friend), send a friend or message request. If it’s based on a genuine interaction, you’ll probably be approved.

ProTip: Never, ever, EVER send SPAM. If you send someone unsolicited self-promotional content, it’ll probably backfire. Rather than being interested in your work or business, the recipient is more likely to report you for SPAM and make a note never to work with you.

10. Be authentic.

Bottom line: If you’re true to yourself, you’ll make connections with people who will WANT to support you and your creative/business ventures.