In my role at Main Street Webworx, I have the opportunity to work closely with different business clients to develop a strategy, launch and even maintain social media applications for a broad range of clients. I feel fortunate to help them utilize these for both SEO purposes and to develop more engaging relationships with their customers.
Still, even though we talk constantly about the benefits that social media, specifically what having a Facebook Business Page can bring to a business, it is important to remember that taking this leap may not be the best move for every type of business.
Take United Airlines for example… Have you ever visited their Facebook page? Sure, there are a few nice things said about the airline, but overall the posts point out failures in customer service, errors with tickets, delays, anger, and mostly negativity. It begs the question of whether or not certain companies should “go social.” Is Facebook helping United and its brand image? I’m not so sure…
The most important thing a business must realize when deciding whether or not it will launch a Facebook page is: It’s all about building community and interacting with your customers
Facebook does a pretty good job of spelling this out in its “Facebook for Business” information page. In fact, in the “how to” build a business presence with Facebook it states:
Step 2: Talk to your customers - "Post regularly to develop deeper relationships with your customers and create an engaging community. Give your Page an authentic and consistent voice, and encourage people to like and share your posts."
The main point I’m trying to share is that if you aren’t prepared to have dialogue with your fans – i.e. take the tough questions with the positive praise – it might not be the best move for your business. Facebook is a much more “personally driven” social media outlet than Twitter, YouTube, etc.and it is just that – social. It was and is intended to be used to create conversation and a sense of belonging, i.e. community.
Overall, any business should ask themselves the following before launching a Facebook business page.
- Will it help my business? Will customers see it as an opportunity to learn, connect, or even be rewarded? Or, will it end up like the United Airlines page and just – very vocally – reinforce the shortcomings customers feel your company has? If there’s a chance it’s the latter, maybe Facebook isn’t for you.
- Am I willing and able to create dialogue with my customers, even on tough topics? Your customers will see your presence on Facebook as an opportunity to connect with you quicker and more directly. They will want to interact with you and will expect you to do the same.
So, I’ll ask again… Is Facebook right for your business?
