Does Your Business Need Facebook?
 By B.J. Addington

Once upon a time, Facebook was strictly for personal use. As a Web site where individuals connected with other individuals, there was no real place for entities like businesses and non-profits.

Eventually, Facebook pages were created to fill that gap. Pages are similar to personal profiles; the main difference is that people with profiles have friends, while entities with pages have fans.

Pages are a good option for many small businesses because they offer solid exposure and a strong Web presence, particularly for companies that don’t have their own Web sites.

But before you jump onto Facebook, here are a few questions to consider as you determine if this popular technology is right for your small business.

Are you willing to do your homework?
Facebook pages are free and easy to use, but that doesn’t mean they’re right for everyone. For the most part, the Web site’s users are individuals, which means that pages work best for business-to-consumer (not business-to-business) companies.

Look at a wide variety of existing pages to get an idea of what works. Check out a handful of companies you like—local and national—and you’re sure to find the differences and similarities instructive.

If you decide to move forward, be careful to choose the page option. Profiles are for personal use, and groups (which are like social clubs) aren’t picked up by external search engines.

Do your goals align with Facebook’s strengths?
Facebook is a social networking tool. That means it works best for casual interactions with customers instead of direct sales pitches.

You can build relationships with your fans by sending them birthday wishes or commenting on their posts. Your page is also a platform for showcasing the personality of your small business.

In other words, it’s a great opportunity to build your brand if that’s what you’re after.

Do you have an existing network to leverage?
You can make the most of your current contacts by promoting your Facebook page via e-mail or your Web site. A great way to attract fans is to offer an exclusive discount or another incentive for new joiners.

You can use built-in tools such as status updates, messages and e-invitations to promote specials, events and contests. As you engage with your fans, your company will gain visibility in their personal networks of friends. It’s like the next generation of word-of-mouth referrals.

Are you disciplined?
Facebook is fun and offers unlimited networking potential, but the downside is it can inadvertently take over your schedule.

Be strategic with the time you put into your page. Consistency is key; log in once a day (or once a week) for a few minutes, and you’ll find a little goes a long way.

AFS can help
There’s a learning curve for small-business owners who want to incorporate Facebook and other social networking tools into their marketing strategies. Fortunately, the ProTalk^® business consultants can help you sort out your options.

As an AFS Member, you have unlimited access to the ProTalk^® business consultants. They’re just a phone call—or keystroke—away.

Your professional and experienced ProTalk^® consultants are considered some of the top small-business consultants in the country. And they’re ready to answer all of your questions about how to use social media to boost your bottom line. Call them or e-mail today to learn more.

(Posted December 2009)

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