Here are seven key issues to consider when networking and marketing your business on Facebook:
- Facebook profile pages are intended for networking with family and friends and not for business networking, and you can’t separate your personal and business networking on Facebook. Your family and personal friends are being irritated by business posts showing up in their News Feeds, while at the same time business connections are eavesdropping on your personal conversations.
- By connecting directly with business associates and total strangers on Facebook, you compromise the privacy of your family and friends, which is already much too limited. Your loved ones become “friends of friends” with your business connections and consequently more exposed to their scrutiny. If you’ll decline the invitations of family and personal friends to connect in order to protect them, you’ll surely have an enormous amount of explaining to do.
- You can’t legitimately set up a profile for personal use and one for business. Having multiple Facebook profiles is against Facebook’s Terms of Service. I haven’t done so, and I do not recommend that you do so either, unless you’re ready to risk deletion of both your Facebook profiles.
- Lack of privacy extends far beyond family and personal friends. Each of your business connections become “friends of friends” with all your other Facebook business connections and therefore more exposed and at-risk — something most Facebook users do not realize. This explains why Facebook business networking is suspect, and why Facebook demands that you connect only with people you know.
- If you aggressively grow your business network on Facebook, you risk having your Facebook account suspended. Proceed carefully.
- Facebook fan pages are more useful for marketing large businesses than small ones, since they won’t help to build your web presence unless, to some degree, you already have a web presence. Haven’t you noticed how many Facebook business pages barely have the 25 fans needed to claim their Facebook name? Business networking on Facebook is a way to “pull yourself up by your bootstraps,” but it’s also problematic and at best a slow process. A big businesses also has the marketing budget to create compelling Facebook applications.
- Twitter, Ning networks and search engine optimized blog sites are better for building your web presence than Facebook. Once you have a web presence, you can easily grow your Facebook page fan base with well-placed Facebook widgets and links. The main point is that you’ll need to reach far beyond Facebook to develop a following for your business, the kind of following that big brands already have.
In the future, I’ll continue to explore ways in which businesses can build their web presences on and off Facebook, but for now, keep in mind that “Rome wasn’t built in a day.” Or in a week or in a month.
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