I’ve heard it said there are 3 kinds of people; those who make things happen, those who watch things happen and those who have no idea what’s happened. When it comes to Social Media Marketing, which camp are you in?
In most things, I’m creative, action-oriented and likely to be found in the middle of what’s happening. However, it’s tough to be a forerunner in absolutely everything. Sometimes we lag behind out of “busy-ness”, other times it’s narrow-mindedness or stubbornness and other times it may be an intentional selection of what to focus on. Perhaps the worst reason for not participating in social media is because you have your head in the sand – a dangerous position indeed.
Social Media has a reputation for being distracting because of the volume and noise generated by so many channels. Thus an intentional social media strategy is key.
Social media strategies need to be tweaked and I’ve just tweaked mine regarding FaceBook. As you most likely know, FaceBook offers businesses a presence that goes beyond the personal profile; it’s now called a “page” (it used to be a fan page and that changed). If you don’t have one, this post is for you. And if you’re unclear how to distinguish a page from a profile; you have to send a friend request to see a personal profile but anyone can see and “Like” a business page.
A few years ago, I set my mind (mostly a hazardous proposition) that FaceBook Business pages were not really necessary for those of us who ARE our own brand. That includes solo-preneurs and many service professionals. I’ve been known to counsel that if you have a brick and mortar local business, then it makes sense to have a business page but otherwise, wait until you have at least 1,000 friends on your personal profile to launch another page.
FaceBook has changed DRAMATICALLY in the 3 years since I formulated that opinion and the times forced me to re-think my strategy. You still have to START with a personal profile page but….
Here’s 7 Reasons Why Your Business Needs a FaceBook Page (and why I sucked it up and launched mine):
1. Search Engine Optimization has become totally intertwined with social media. A business page’s Facebook EdgeRank , the analytic tool for FaceBook exposure, is another factor in making sure your name and content appear when people search for you or your service. Statistics reveal that businesses receive a 185% increase in website traffic when they have more than 1,000 fans (LIKES).
2. FaceBook is the largest Social Media Channel as far as number of users and time people spend on it. The estimated 955 million active users spend an average of 6 1/2 hours per month on Facebook. 50% of smartphones are actually connecting to Facebook every hour of every day.
3. The ability to use the many apps available to promote events and market products and services. I think the most significant app is one that allows you to offer newsletter sign-ups right on Facebook . That’s HUGE. Content is king but your list is queen of online marketing.
4. Frequency of posts is quite different on profiles vs. pages. It is suggested that optimized business pages post at least once a day. I have a lot to say so that points to the value of a page. Plus on a business page, you no longer have to be concerned about talking about business too much.
5. The option to run ads. In an analysis of more than 60 Facebook marketing campaigns, 49 percent reported a return on investment of more than five times, while 70 percent had a return on investment greater than three times. Wow.
6. FaceBook clearly offers expanded opportunities to engage with ideal clients. It’s true that pages must be managed strategically to even be seen or noticed, but creativity can be rewarded by deepening your conversation and increasing your accessibility.
7. Leading by example is a key to success in anything. Since I coach in social media and even manage social media accounts for a few clients, I need to suck it up and retire the old expression, “the cobbler’s child has no shoes.”
These reasons (and more) are why you can now connect with me on My FaceBook Page. Feel free to share the link to your page in the comment section and we’ll connect! Looking forward to it.
P.S. Random fact: The ostrich might be known for sticking his head in the sand but actually that’s largely fictional. Did you know it is the fastest 2-legged animal in the world, once it decides to run? You heard it here!