Yesterday was Quit Facebook Day. Did you quit?
I didn’t think so. Only about 35,000 people did, because they feared for their privacy. But, if you consider that Facebook is pushing 500 million users, that’s not even a statistical blip.
So why didn’t you? Is it because, if you’re a business, Facebook has, or should, become an essential part of your marketing mix?
Let’s put it this way: If you have a Facebook “like” – previously called fan – page, you’re not worried about privacy. In fact, you want Facebook to share your page with everyone.
As many businesses have discovered, Facebook pages, as well as other social media vehicles, are a relatively easy way to establish some branding.
But as was shown at a conference held this past weekend by my management consultants association (CMC-BC), many business people still don’t get that.
Conversations at the conference mirrored in some ways conversations held in bars, offices, and networking session all over: Do I really need to do Facebook and other social media? After all it’s not secure, you can’t control the information, and it’s full of a bunch of kids talking about last night’s party.
To answer the questions:
You don't HAVE to do social media, but you might want to. It’s a way to brand your business, which is the establishment of an identity among prospective and current customers. Most small and medium sized businesses can’t afford advertising, but still need to show their stuff beyond the ubiquitous networking. Social media lets you extend that marketing.
You’re right, it’s not secure. But so what? You’re not sharing company secrets here. If you’re really worried about your employees revealing something they shouldn’t, put in place a policy to govern their mention of your business on social media, or funnel it all through one source. And monitor constantly what’s said about you out there, not only by employees but customers as well. Software to do so is everywhere. As we said, it’s marketing, which is a business process like any other. The only difference is that it’s faster and multi-channeled.
No, you can’t control the information. But why would you even want to? The days are long gone when companies could control every piece of information about them that’s out there. Sure, you’d rather have nothing but good things said about you. But if it’s about constant command and control of the message, that ship has already sailed. People may be talking about you anyway. So why not join the conversation?
No, Facebook is not a bunch of kids talking about last night’s party. The largest user base is around 40 years old, and the fastest growing group is over 55, so some are probably your customers or potential customers even if you’re the most esoteric and niche driven of businesses. Similarly, Twitter has emerged as a medium for intelligent (and admittedly, many not so intelligent) people to discuss various issues. Shouldn’t you be part of it? And certainly, if you’re involved in business to business services, LinkedIn—the social network for professionals and corporate types—is probably your showcase vehicle.
But there is one correct (implied) assumption here. You don’t have to do it all. Pick the appropriate channel. Try them all, and see which works best for you. If it isn’t Facebook, then just let your page be an online reference to your business, and try another one.Although I'm on it, I don't personally use Facebook much, because I don't particularly like it. But that doesn't mean I'll abandon it completely. I just won't put a lot of effort into it.
And apply some discipline. You don’t have to post every hour, or tweet every five minutes. Just a few times a day will do. Spend maybe half an hour a day at it. Use software that makes it easy. Or have someone do it for you.
Where else can you "advertise" your business for such a low price?
