Marketing on Facebook – is it worth it?

Facebook recently hit a ginormous milestone. They now have more than 600 million users. And if those users are anything like me they are now checking their Facebook account more frequently than they turn on their television.

So, Facebook must be a marketers nirvana. Right? You should build a page for your busines. Right? Well, it depends. If you’re going to start using a Facebook page to market your business, tread carefully. Here are three things to consider:

Attracting visitors to your page and keeping them coming back
Setting up a basic Facebook Page for your business is not that hard. My friend Sally set one up for her art business in no time at all. The trickier part is getting people to “like” your page and to come back and visit often. There are ways to do this. Just know that it is best done with a strategy, requires some time to keep current and a good imagination and business sense to create the right content.

Support – Good luck with that
Facebook offers all their support online. They have a “Help Center” easily accessible under the Account menu in the upper right corner of their UI. They call it help and if you have time and patience you might be able to find answers to your questions. But if you ever want a human being to help you, good luck. I clicked on a link for how to “Promote your Facebook page or Website”. The content is clearly written by a technologist and not a marketer. So while you might see what button to push, it’s not necessarily going to get you the results you desire.

While they don’t offer a way for a human to help you, they do make it easy to find a “Contact our Sales Team” link. How considerate. Thanks Facebook.

Privacy and Facebook terms – always changing
Facebook has earned a reputation as a company that abuses their users privacy. And the privacy rules are ever-changing (and ever making people cranky.) On top of that Facebook is often changing their terms of use and one thing is for sure – the changes they make are for their benefit. Not ours.

Facebook has rights to all of the content you put on your business Page, including posts, videos, photos, viral campaign elements, etc. I’m not saying they’re going to do this but they have the rights to use this content however and wherever they would like. Says so right in their terms. Just be careful and be mindful that what’s yours is theirs too.

So creating a Facebook page for your business – is it worth it? It could be, but if you build one don’t assume they will come. You need to build it and have commitment to stick with it. It’s also a good idea to find a buddy who has already forged their path on Facebook. Your buddy can help you since Facebook doesn’t offer that option.

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