There was a time when Facebook was for college kids. Without a .edu e-mail address, you were fresh out of social media luck. But now that the popular site has more than 250 million active users and the fastest-growing demographic is over 35, we all have dollar signs in our eyes and cash register ch-chings in our ears.
Facebook sells ad space and encourages biz owners to use those ads to increase their “fans,” who in turn, willingly receive your company’s messages. But beyond the cost of an ad, is it worth the time? No matter what people say, social media isn’t “free.” Just because you aren’t buying a widget doesn’t mean there’s no cost involved.
I recently met with a prospect who was looking for assitance maintaining his Facebook and other social media sites. At the risk of turning away business, I wanted to know: Why do you think you need a Facebook page? His target audience was one I doubt he’s going to reach on Facebook. He can start building a page and a presence now, but in my estimation, his time, energy and money will be better spent on reaching these targeted high-level professionals more directly — going where they are.
Facebook has its place, and it’s largely a social — and personal — medium. I enjoy following my favorite local band, and I appreciate knowing who Jon Stewart’s guest is going to be tonight, but how many small businesses are generating business (not just fan-dom) from Facebook? Most of us start our fan pages by getting our friends to endorse us. But until that circle grows, that means few business associates that you’re strengthening relationships with and no new consumers receiving your messages. A small-business owner has to decide where his or her social media resources go, and despite having a fanpage myself, I’m not sure Facebook is the place.
I have had indirect and direct business success with Twitter. So, I’m not anti-social-media; I recognize its potential, and I advocate its use — when appropriate — to my clients. But if your target audience isn’t on the medium, how much does it matter if you are? At some point, you’re likely just trying to compete with other small businesses over who has the most fans. And that is not exactly a strategy that wins you business. I welcome any thoughts … and fans on the AVC Facebook page!
I think Facebook for businesses can work, but only once the circle you mentioned is big enough that even people who don’t know you or your friends are coming across your site.
I’m working with a yarn store in Mesa right now, and they mentioned getting a Facebook and a Twitter. I think they wanted to because they know how big those sites are, and how many people you can potientally reach, but their audience really isn’t on Facebook or Twitter, and they wouldn’t be able to generate new customers through those sites.
I think if Facebook is used along with other forms of media to get the message out, it can’t hurt. Plus there is always the delete button if it turns out it doesn’t work.
Your point about how most smallbizvolk start by gingerly arm-twisting friends is spot-on, and your advice to that prospect was smart and honest. Heavily Fanned pages on Facebook are owned by people/companies/bands with an already large critical mass in the real world; they didn’t get popular because of FB.
I have a personal FB page, mostly friends and handful of clients, but I’m not going to bother with a corporate page until I’ve published my book later this year. For now, I focus on my blog, which *has* helped me get business.
That said, I am going to fan your AVC page because that’s just the kind of guy I am. Ya gotta support your peeps!
I like everybody’s points on social media, especially around the Facebook site. Personally, I know it’s about SEO (Search Engine Optimization). If you understand how Google works, you’d understand. Google works based on a few key points. How relevant is your site to the key words searched, how much you pay if you are paying for ranking, and how many links lead to your site. The last point is why many website owners try to branch out and get their name on as many free resources as possible. It’s about hitting every site where there may be customers and try to get them to your actual website where you can get them!
To be honest Steph, I have you bookmarked and just go directly to your site. But the reminder’s that I have to visit are based on your status in my Gmail chat and when you post stuff on Facebook that shows up on my wall. Only then I’m inclined to come and see what’s new. Does that make me a bad friend? Probably! Does this make me a customer that was attracted to your site via Facebook? Yes!
Future Internet versions will make all sites more social friendly. What am I talking about? The Internet is based on what you are looking for and what tools you use. Your web experience may be different than mine. As yourself, I am a Googler. I don’t bing, I don’t yahoo. Sites will have widgets with Friend-Connect (www.carmelowalsh.com has one) and I can logon to my blog using Facebook, which, updates Facebook notes. Eventually, all authentication technologies will be compatible with each other and as things become the same, they will be a need to be different to stand out. The success of facebook is that a lot of things are the same and people know where information is, which is why there is a decline on myspace… They keep it open to modification so that you have to look for information. Being different is good, but being too different is not.