Should Your Business Use Facebook?
The simple answer is “Yes!”
If you could reach 350 million people with your marketing message simply by spending a few moments at your computer, would you? OK, we understand that you probably couldn’t actually provide your product or service to that many people, but if you were successful in reaching just a tiny percentage, wouldn’t it be worth it?
That’s the number of active users on Facebook – and 50 percent of them log on every day. However, many people assume that Facebook is simply a way for people to communicate with their “friends” on a personal level, sharing pictures and talking about their lives. While that’s certainly true for many, there are also many people using Facebook to promote their business or nonprofit organization.
The statistics vary, but most agree that the largest number of Facebook users are 35-54 years old. In addition, there are more women than men on Facebook. The question to ask yourself is: do these demographics match your target audience? If the answer is yes, doesn’t it make sense to promote your business or nonprofit on Facebook?
People have Profile Pages on Facebook and businesses, groups and nonprofits have Fan Pages. That’s a very important distinction because if you set up your organization using a Profile Page, Facebook can delete it. Poof, it’s gone.
Initially, you do need a Profile Page to set up a Fan Page, but it’s easy to give others people administrative access to the Page. This is important because it means that the Fan Page isn’t tied to just one person. If they leave Facebook – or the organization – the Fan Page still exists.
So, what are the benefits to having a Fan Page? Most importantly, it’s an extension of your already-existing marketing efforts – and one that you can update and change quickly and easily. You can link to your Web site, post videos, host discussions, list events…and invite Fans to them. You can even process credit card transactions. There are many applications that you can add with fairly minimal effort.
The key to a successful Fan Page is to keep your information current and informative. Post weekly if possible. Posts don’t have to be specifically related to your product or service. Become a resource for your Fans, providing links to interesting articles, educational information, tips and techniques and so forth. You also need to monitor your Page to respond to Fans’ comments or questions.
While individuals can block their Profile Pages from the public, this isn’t the case with a Fan Page. People searching for a particular business or nonprofit using Internet search engines can view the Page’s basic information. However, to see the details, one must be a Facebook user and become a Fan.
A caveat: one of the comments we frequently hear is “but I only use Facebook on a personal level.” To be blunt, even if that’s your intention, it’s not necessarily the case. People do business with others whom they know and trust – and isn’t that a definition of a “friend?” Also, the largest source of referrals usually comes from friends, family and business associates. At its very core, Facebook helps people establish relationships and form opinions about someone, both good and bad. So, a gentle reminder: no matter why you use Facebook, don’t be a bully or gossip or use vulgar language. Also, countless people have lost their jobs because of Facebook posts…or never gotten that important interview because the HR recruiter read their online information.
One final piece of advice: when you sign up for Facebook, either personally or for business, you agree not to post “content that is hateful, threatening, pornographic, or that contains nudity or graphic or gratuitous violence.” Don’t post negative comments about another person, business or entity. Although you think you’re only communicating with your Friends or Fans, libel laws may still apply, even if you have set your Privacy Settings to limit who sees your posts. Additionally, if you are reported to Facebook for indiscretions, poof, your Page can be deleted.
Remember, whether using Facebook for personal, business or a both, always present yourself in the best possible manner. And, don’t forget that grammar, spelling and punctuation do count!
