How Facebook Can Benefit Your Business

By now everyone has heard of the social networking service, Facebook. The company isnt all that old – it launched in February 2004, and quickly grew into an internet sensation that currently has more than 500 million active users.

The population of Facebook, if it were a country, would be 3rd in the world after China and India. Those 500 million users spend over 700 billion minutes per month on Facebook, and 250 million active users log on to Facebook any given day.

Smart companies are learning how to harness the power of Facebook – with its vast amounts of information regarding consumer preferences, trends, and like/dislikes, it has never been this easy to reach your target market. However, we recognize that Facebook can be very intimidating for businesses used to operating in the traditional marketing realm of TV advertisements, newspapers and magazines, or radio announcements.

The following information will not only demystify some of the questions surrounding using Facebook for professional purposes but also prove that Facebook is an invaluable and increasingly essential part of a growing business.

How Facebook can help you build your business:

1. Branding

Continue to build brand awareness for your business and create a unified presence across the internet by creating a Facebook profile that uses your company logo and biography. Static FBML also allows you to create customized Facebook tabs. This creates a cohesive image and solidifies your brand in peoples minds.

2. Customer Engagement

Making your business available on a medium that your customers are already using regularly can only increase exposure and engagement. This is a great place to offer special deals, contests and promotions to current customers and to entice new ones to interact with your business.

3. Reputation Management

Facebook is about real people, which means real opinions. This shouldnt scare you off, but rather be seen as an opportunity to grow. If a customer is expressing displeasure at some product or aspect of your company, it should be seen as an opportunity to engage with them and rectify the problem in an open and transparent way. Remember, negative feedback isnt necessarily bad feedback if it allows your company to grow and gain a reputation for quickly solving customer complaints and problems.

4. Customer Feedback

Similar to reputation management, Facebook allows you to have a conversation with your customers by asking questions and responding to replies in a comfortable, non-threatening environment.

5. New Customers and Retention

Potential customers you may not have considered will be able to find and interact with your business online. Facebook also helps you stay connected with the customers you already have, and show them your appreciation for their business through communicating and providing great content.

6. Drive Web Traffic

Facebook shows up very high in Google search results because of the sheer number of people searching for, and interacting with, the social networking site every day. Your business on Facebook will also show up very high in Google search results which is where most people first look when researching a product or business. You can also drive traffic to your official website, or business blog, by including a link on your profile page which encourages fans to explore your business outside of Facebook as well.

7. Research Competitors and Business Leads

Other businesses are also on Facebook including competitors and potential allies. Its easy to view competitors profiles to see who their customers are and how they engage customers with content. This can give you tips to improve your profile. Facebook can also generate new business leads by exposing your business to other companies that may be interested in collaborating with you and vice versa.

8. Viral Marketing

The very nature of Facebook is viral. People see a comment or story they like, and they share it with their friends. Harness this power by providing exciting and engaging content to your customers and they will share it with their friends, who will share it with their friends, and so forth. Essentially, let your customers help promote your business!

9. Humanize Your Business

People like to buy from other people, and having a profile where you post company photos and interact with customers in a friendly way makes your business more approachable than a professional website. Facebook is also an excellent medium for content marketing because it engages customers with your business and entices them to share your information with their friends.

10. Targeted Advertising

Paid advertisements can be targeted to specific demographic targets and consumer preferences. Results can be easily tracked through Facebook Insights so you know exactly how effective your advertisements have been.

If you are interested in using Facebook for business purposes, but still a bit wary about tackling it by yourself, Out-Smarts Marketing can help – we provide social networking training and consulting services to help you use social media tools effectively. Contact us now to find out more.


  1. Sorry if this is a repeat comment–not sure it posted the first time. I’m debating about whether or not to do a Facebook page for our business. I’m wondering if anyone has any examples of where this could backfire? I just want to make sure I’m aware of potential pitfalls before I move forward.

    • Hi Jenn,

      If you do choose to create a business page, you should consider the following:

      1. You need a strong strategy and direction. If you do not have a clear idea of what you are hoping to accomplish with your Facebook page, you can be sure that your customers won’t ‘get it either. A quick note: people on Facebook aren’t primarily looking to buy. Instead, they are looking to participate socially with your brand to feel a sense of community, talk about your brand, and find out what’s new with your business, including promotions. Usually, financial transactions between customers and your business will take place elsewhere besides Facebook.

      2. Difficult to track successes directly attributed to Facebook. There is no straight conversion metric to determine how many people buy your product directly from their interactions with your page. Furthermore, it’s also hard to quantify the amount of effort it took to create your business presence on Facebook.

      3. Needs to be updated often and consistently monitored. A business page requires a time commitment and a creative mind to think of relevant news and messages for your followers. This is very important because if you do not consistently post interesting and engaging content, people are likely to forget about your business and leave your page.

      As you can see, there are a few pitfalls to be avoided; however, the pros far outweigh the cons and creating a Facebook business page should be seriously considered for any business looking to add value and build their brand.

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