Because Facebook has the most users, does that mean my business should be on it?

Facebook is the largest social network, with over 600 million people using it, half of whom log on daily, so yes, it is potentially a huge audience for your business. But before you rush off saying “right I have to have a page” consider…

• Are your target audience using Facebook? If you don’t know or aren’t sure then ask them, either verbally or do a quick survey using Survey Monkey and email it around or add it in your next newsletter.
• Do you have the manpower to maintain a Facebook page? Setting up a page is the easy part in the grand scheme of things, keeping it going is harder. You need someone who will think up the content, answer comments and integrate it with your other marketing plans. Who will be the champion and the one who the buck stops with?
• Why do you actually want a page? Because it’s cool is not an answer! What is the purpose of the page for your business, to sell more stuff won’t cut it. Social media is about building relationships, finding out more about your customers and interacting with them. Your purpose might be to educate people on your area of expertise, it might be to help them get the most out of X, etc.
• Are you in it for the long haul? If you think starting a Facebook page will make you a millionaire overnight, think again! Facebook, like any social networking activity, takes time for you to see results, usually months. Don’t let this put you off, but also don’t think that looking at the page once a month will get results, and then sit there thinking this social media stuff is rubbish!

The other question I always ask is do you actually enjoy using Facebook (if you are going to be the implementer)? It’s not like Facebook is the be all and end all of social media, there are lots of ways to skin the social media cat. If you don’t personally enjoy using it, then you will find it very hard to keep up the enthusiasm and momentum that is needed for results.

If this is the case look at what else your audience are using and how else you can talk to them – I guarantee that there will be another way to engage them.

Lara Solomon is the founder of Mocks, mobile phone socks www.MyMocks.com, founder of Social Rabbit – your guide in the world of social media www.Facebook.com/SocialRabbit and author of ‘Brand New Day – the Highs & Lows of Starting a Small Business’. Lara’s business LaRoo was the winner of the NSW Telstra Micro-Business Award in 2008.