I can’t tell you how many times I’ve heard this conversation come up within marketing departments and executive teams at various companies. facebook is so trendy, so popular, and all of your employees are asking why you don’t have a page. So should you break down and start one up? Is there a best way to do it? Is there anything to worry about?
Facebook is the proverbial ‘can of worms’ for any business owner. Have you ever dared to peek at your employee’s facebook pages? You may be just a tad surprised at the sort of conversations, pictures, and humor they are espousing. Do you really want those same employees participating in an open forum on your facebook business page? First things first.
Yes, you should have a facebook page for your company. Why you ask? Because facebook has over 500 million users and it will only continue to increase its significance in online marketing, even if it has little to offer you at this time. The sheer size and power of facebook is reason enough to jump in early and start building some social equity.
What you use it for depends on the size and scope of your company. If you’re an industrial b2b organization and don’t anticipate generating any sales through facebook, then think of the page as a message board for your employees. If you’re an enormous company that fields lots of customer inquiries, use the page as an extension of your customer service department.
If you feel like your clients and potential customers would be interested in interacting with your brand on facebook, try to establish yourself as an industry expert by providing relevant news, questions, and resources. The trick is to provide value. Always think of posting items to the page that your fans would find useful or interesting.
Take for instance this prebiotic fiber supplement company Prebiotin. Learning about digestive health issues and diverticulosis may not be terribly interesting for a normal facebook user, but check out their facebook page to see how they keep fans interested with fun, useful, and interesting updates that are timely and relevant. They’re generating comments and interaction from facebook users that brings attention to their product and broadens the reach of their brand.
Long story short, you should have a facebook page. You never know when it may come in handy, and you don’t want to be late to the game on a network that has become a household name around the world in just a few years. Should you proceed to create a page, even if you don’t actively update it, make sure to designate an administrator that will consistently check the page for spammy comments and inappropriate posts. The amount of time needed to invest in facebook is really dependent upon what you want out of it.
That being said, don’t think that a facebook page will immediately boost your sales and leads. On the contrary, even an active and fast growing page will take years to cultivate a strong community that starts to yield fruit. Think of your efforts as more related to brand name recognition than direct sales.
How are you feeling about facebook now? Are you convinced every company should have a page, or are you still on the fence?