facebook for business

Facebook for business – is it worth it?

Whilst Facebook continues to grow with its increasingly impressive user figures and ubiquitous societal impact, many brands continue to approach the platform with a sense of skepticism in the interests of their business.

Although research has proven that over 50 million businesses have gone social with their online marketing, it is becoming growingly difficult to stand out amongst crowded news feeds in regards to Facebook for business.

Even Mark Zuckerberg himself has recently confirmed that Facebook’s algorithms will prioritise ‘user-friendly’ content, making it more difficult for brands to increase their reach and engagement through promoted content. That being said, Facebook remains a key outlet for marketing success for many businesses, and here at Buy Me Media we understand both the benefits and potential issues that are synonymous with social media marketing. Below is a list of both the pros and cons of Facebook, for your brand to understand how it will impact the success of your business.

Facebook for Business: The Pros

Audience – With over 2.07 billion monthly users, Facebook dominates social platforms as the most popular network. Such staggering figures continue to grow, as an average of 6 profiles a second are created every day, as the platform develops as a widely expanding market that your business can explore. To put it simply, Facebook is going nowhere.

Analytics – Although the numbers boast highly on Facebook, it is pivotal that a business can gain some insight into their online audience. Good news then, as the Facebook insights tool allows brands to monitor the reach and engagement of their content, where it is seen geographically and how it is seen through demographics such as age and gender. For those wanting to truly step up their social game, Hootsuite’s Insights monitor’s online trends and search streams. Remember, social media rarely ever sleeps.

Advertising – Facebook’s ad manager is ideal for businesses wanting to set a daily budget for their online marketing. An ideal outlet for smaller or grassroots brands, advertising campaigns can be set up within minutes, with different ads available for different objectives. Whether you want to raise awareness of an upcoming event, generate traffic to your website, or promote a new product, you can catch an audience’s attention through a simple, clear and effective ad that prioritises your business goal.

Engagement – Social Media Marketing (or SMM) is quickly becoming the online equivalent of word of mouth marketing. Creating a Facebook business page will benefit you with a strong sense of audience accessibility, as content can be liked, shared, and reacted to all with the click of a button. Our friends at HPL Motors are driving both participation and engagement with their personal, user-friendly posts that acknowledge their customers, with their page gaining effective insight through a 2-way engagement strategy.

Optimisation – Having a Facebook page clearly has positive results towards your (you guessed it) search-engine-optimisation. Through carefully selecting keywords and prioritising certain URLs to your website, Facebook serves as an effective strategy that search engines will crawl. The more people exposed to your Facebook content, the more likely Google’s algorithms will point them in the direction of your page. More exposure usually means more clicks, and more clicks lead to more engagement. It’s a no-brainer.

Facebook for Business: The Cons

Time – Undoubtedly the biggest cause of skepticism for businesses, simply creating a Facebook page won’t guarantee an audience overnight. Instead, building and maintaining a proactive social presence requires time and patience. Remember, Rome wasn’t built in a day, and neither was Coca Cola’s Facebook page, which currently boasts 107 million likes.

Cost – A bit of a grey area in truth, as anybody can set up a business page, but results undoubtedly require resources, with expenses being essential to the reach and exposure of Facebook content. Although the affordability of Facebook ads are completely user-friendly, boosted and sponsored content doesn’t necessarily lead to conversions in clicks, or even sales.

Commitment – It’s an easy option to point the finger at Facebook for a lack of growth or engagement, but too much or too little content can reflect badly upon a business. Facebook isn’t all about creating a ‘social sales pitch’, and a lack of unique or unappealing content is hardly appealing for online audiences. It’s crucial to maintain a positive brand identity on Facebook, but committing to regular, engaging content can be a challenge in itself for businesses new to social platforms.

Voice – All posts on Facebook are public, which means that your online content represents your business. Outsourcing your page to different admins is a useful strategy for scheduling different posts, but a sense of authenticity is difficult to achieve from outsourced social media. Attention to detail is key to maintaining credibility with content, which encompasses everything from choice of words, to image quality. Consider an admin who understands your brand, the services you provide and the objectives you are striving to achieve.

The Verdict

If you have the time and resources that running a successful Facebook page requires, the positives will certainly be more prevalent than the negatives. Expect a slow build, but results will start to show with a commitment to creating engaging content. Even in 2018, certain businesses will still argue that Facebook is not worth the effort it demands, but with over 1.37 billion daily active users, Facebook remains the world’s leading social network, which in itself is an incentive to establish a presence.

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