While my company, SamsonMedia.net, builds custom Facebook pages for various clients and is heavily involved in social media marketing for both our own business and on behalf of our clients, I can honestly say that creating a Facebook presence for business purposes is NOT for everyone.
For most small and medium-sized businesses I find Facebook to be more effective as a business to consumer medium and less as a business to business medium. Yes, of course, there are exceptions but in general I find that businesses on Facebook are not that interested in “liking” other businesses unless there’s some sort of partnership or strategic alliance in place.
And unless you’re a large company doing business with hundreds or thousands of other businesses around the country and even the world, like Cisco, which just topped 203,000 likes on their Facebook page, it’s unlikely that you’ll get enough leads and traction to make the effort worthwhile. A possible exception would be using Facebook as a customer service tool to answer questions and act in a customer support role. But as a lead generating and enagement tool, not so much.
IS YOUR BUSINESS MISSING THE BOAT BY NOT BEING ON FACEBOOK?
Not a day goes by that all the hype surrounding Facebook ratchets up the feeling among the local businesspeople I know who feel that they’re missing out by not jumping on the Facebook bandwagon.
I even had a potential client recently say to me that they thought that they no longer needed a website at all, that all they needed was a Facebook page for their public relations consulting business. Uh, no. Websites aren’t going anywhere although they are evolving. But that’s another story for another blog post. But that’s been the power of the Facebook illusion on business.
So back to Facebook and whether or not YOU should have a Facebook page for your business.
HERE’S THREE THINGS TO CONSIDER BEFORE TAKING THE PLUNGE:
- Will you have the time to post content nearly every day…forever?
- What will you post?
- Who will “tend the fires”? Do you have the time and/or staffing resources to keep it going?
We give frequent webinars on using Facebook and we usually present a list of nearly a dozen other questions to consider like what “voice” will you use and other fine points about types of content, etc., but the three questions listed above are really the Big Three that you should answer first and foremost before taking the plunge.
Because if the answers are “no” or “don’t know” to any one of the three questions then you’ll want to seriously reconsider taking the plunge down the social media rabbit hole. Because the only thing worse than a half-baked social media strategy is one that soon gets abandoned after a few months and that just lays there letting the digital tumbleweeds roll by.