Facebook: The Key to an Effective Social Strategy

Every social media strategy is different. Following a mold or completely copying your competition’s plan won’t do you any good. You must develop a strategy that’s reflective of your brand’s voice and appropriately targets your audience.

With that being said, there is one piece that must be present in every small business social media strategy: Facebook. If you don’t account for Facebook, you will fail.

4 Reasons You Need Facebook

Marketer Sam Fiorella recently published an article titled Your Business Doesn’t Need a Facebook Page. While the title may sound sexy and polarizing, the basis for the statement is incredibly flat. His point is that because large Fortune 100 companies like Coca-Cola and Starbucks don’t maintain extremely active Facebook accounts that you don’t need to either.

Specifically, he poses this question: “If two very successful brands are rarely engaging their audiences through Facebook pages, why should your business?” While he ultimately retracts his statement slightly in the end – claiming that some businesses can benefit from Facebook – his overall premise that you can successfully maintain a social media strategy without Facebook is entirely flawed.

Large multi-national organizations like Coca-Cola don’t need a strong Facebook presence because they’ve already built up incredible brand equity in other places. However, for small businesses like your own, you don’t have the luxury of ignoring Facebook. In particular, here are some reasons why you need it:

1. Your Customers Use It

As of last count, 71 percent of all adults have a Facebook account. This is roughly three-times the number of people who use any of the other social media networks. If 7 out of 10 people are on Facebook, you can bet the majority of your customers are there as well. Why would you want to ignore such a large faction of your audience? The answer is simple: you wouldn’t.

2. It’s Cost Effective

You can choose to spend nothing on Facebook, or you can easily spend thousands of dollars per day. The decision is ultimately up to you. However, any way you look at it, Facebook is cost effective. The value of Facebook advertisements is unparalleled when compared to other social networks.

3. Provides an SEO Boost

“Businesses looking for better SEO shouldn’t ignore Facebook,” digital marketing firmTop Tier Media points out. “Though it’s not clear how Google uses Facebook directly, the links back to your site and increased traffic to your website or blog via Facebook links does help boost your rank.”

As you know, staying competitive in your industry is all about ranking for certain keywords and search terms that are relevant to your business. Any little advantage helps – and Facebook certainly provides a boost.

4. Gives You Customer Insights

One of the best things about Facebook is that it provides you with a window into the world of your customers. Not only do you get to directly interact with these users as they post comments and engage with content, but you can also do some investigative work to learn more about what your customers are really like.

When searching customers’ profiles, you can learn everything from their age and location to their hobbies and purchase habits. This information can completely transform the way you approach your internet marketing and advertising efforts in the future.

Your Business Needs Facebook

Is Facebook the answer to all of your marketing woes? The simple answer is no. It would be foolish to assume that Facebook can propel you to the top all on its own. However, one thing is clear. If you don’t have a Facebook presence, your chances of succeeding are much smaller. Now is the time to make an investment that will provide high returns.

About Larry Alton

Larry Alton is an independent business consultant specializing in social media trends, business, and entrepreneurship. Follow him on Twitter and LinkedIn.

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