For some, the question is a no-brainer. For others… it may be less straightforward.
I was chatting with a business friend of mine recently. I mentioned I was weighing the pros and cons of adding my business to my Facebook profile. I’ve had a personal Facebook profile for about a year. And it’s just that…personal. I like it that way.
To my surprise, my friend said she’d been thinking about this too. “I’m still not sure if I should,” she mused. “Because to me business is business and personal is personal. I kind of want to keep them separate. After all, do I really want my clients reading my status updates?”
“That’s what I think, I said. On one hand Facebook could be very good for my business. But on the other hand what I’d say to a personal friend might be different to my interaction with a client. The last thing I want to do is start censoring what I say in my personal updates. So I would probably set up a page, not a personal profile”
“Maybe you should write an article about it.”said my friend.
So here I am writing about it.
In the 19 “New” Rules of Social Media Copywriting I mention Facebook as one of the Social Media tools marketers should consider including in their marketing tool-box.
Facebook is one of most successful Social Media networking sites today. It’s a great way to share content, build and participate in communities. Facebook communities can be a good place for marketers to discover what their users are saying about them.
However one size doesn’t necessarily fit all. And despite everyone saying “you should have a Facebook profile,” Facebook may not be right for your business.
So before you dive into Facebook with your business ask yourself a few questions first. That way you’ll take the right approach, create the right content, use the appropriate voice and have a better chance of getting the results you’re looking for from this very popular social networking tool – without annoying those you want to converse with.
1. Do you want to build relationships?
Facebook users join primarily to connect with old friends, keep in touch, network, make connections and build relationships through sharing content they generate. Which means it’s not the place for marketers to pitch advertising. Most Facebook users dislike and avoid advertising and tend to treat many marketing messages as spam. While there are (increasingly) many marketers using Facebook to pitch their products, the primary aim of Facebook is community and connection.
2. What are your goals for using Facebook?
If you want to make connections, keep in touch, start a community or group raise awareness for a cause, or gain brand advocates without overt selling then you’re probably on target with the Facebook user ethos. Causes and events are great ways to raise brand awareness and get community involvement.
3. Is it Business And Personal?
People may be happy to connect with you if they already know you on a personal/individual basis, but may prefer their personal Facebook activities and remain private. Some users might not want to be “personal friends” with, say a boss, or even a client or customer. For some business is business and personal is separate. Be aware of people’s comfort levels, and don’t be offended if you are “unfriended” or a “friend request” is ignored.
Consider creating a company Facebook page, as opposed to a personal profile, and invite people to become fans of your page. Alternatively create a group.
5. What’s your business risk tolerance?
Users can freely post comments thoughts and opinions if they join your group or page, are invited to be a friend/fan or invite you to connect as a friend. This is a great way to share, collaborate and create community, however it also carries an element of business risk. You also need to be fully aware of the Facebook privacy policy and what that means as far any content you post.
6. Do you have the time to commit to always provide fresh content?
There is nothing worse than a Facebook profile where the last activity occurred two or three months ago. It tells visitors no one can be bothered and discourages them from joining up. You need to be consistently adding valuable and interactive content, in different forms, such as audio, video clips, contests and so on. If you can’t commit to doing this, or can’t delegate it, reconsider whether Facebook is right for your company.
7. Are Facebook users your demographic?
Or are you simply looking for eyeballs for your ads?
Customize your content for your audience not your product. The largest Facebook user demographic is 18-24, but the 35+ age group is also growing. As mentioned earlier, many Facebook users dislike advertising on the profiles and find it intrusive. So much so, there’s also a “Facebook Stop Invading My Privacy” group.
Bill-board advertising generally isn’t welcomed by users. Facebook does run an advertising program for marketers, so
it may be worth checking it out. Just remember that those you expect to reach with your ads may not be as receptive to them as you might expect. And the ad program isn’t cheap.
What do you think? Is your business on Facebook? Are you considering including your business on Facebook? Do you have reservations? Or has Facebook been a runaway success for your business? Are the lines between your personal stuff and business profile blurred or distinct?
Share your views here.
Next: Tips for using Facebook for greater engagement and communication. Plus how to successfully promote your business with Facebook.
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