My Facebook News Feed has exploded recently with small businesses trying to get me to tap “like” on their page. What effect does that really have their business? Sure everyone is on Facebook and you want to stay connected to your customer base but are there any down sides to using this social media giant?
One case study about the New Zealand Company, The Sleep Store discussed the positive affects that Facebook had on their business. The Sleep Store is an online only business that focuses on helping individuals sleep. The Sleep Store decided to participate on Facebook in 2010 by sharing articles and other content relevant to their store, holding drawing when the page reached a certain amount of “likes” and by tying the Facebook page to their existing website. They reported a huge increase in sales, and traffic to both sites which eventually lead to them having to hire more staff. It’s clear that Facebook is a useful tool that has the possibility to increase profit and sales for a company.
When looking at the negative side of Facebook, you are in the public eye. This means be careful about not only what you say but how you say it. It opens your company up to negative comments from unhappy consumers, so you must learn to deal with those comments in a respectable way while protecting your brand image. Facebook has also changed its structure so that in order for your posts to be seen by all of those who “liked” your page you must pay more money. This could be bad for businesses who have a limited budget. As Elan Dekel puts it, “Our biggest disappointment was our misunderstanding of how Facebook Pages work. Instead of building a database of users that you can contact at will, you are essentially paying Facebook to build a list of people that you can then advertise to.” Some tips that I would suggest for business looking to join the Facebook world would be 1)Be human, interact with your customers they took the time to like your page. 2) Timing is key, there are times people are more likely to read the content you post 3) Do not Spam your fans, fans will unlike a page if your content becomes too much. Personally I think its best to only post one post every 1-3 days. While I am sure there are a million other tips to add I believer this are the most essential. Feel free to share more below.