There has been alot of buzz lately about Facebook and it's everchanging algorithm and newsfeed. Number of likes does not translate into rabid fans and often is an insignificant number when it comes to actual engagement. So what is a business to do? A Facebook presence is important since over one billion active users on the platform cannot be discounted or ignored. Plus, one must remember that although Facebook is a free platform, true marketing principles suggest that paid ads must be used to gain maximum benefit. Social platforms are malleable and respond to constant change and take time to build trust and engagement. I always say that "Rome wasn't build in a day and neither is your social media strategy!"
A Facebook Business Page is necessary due to its popularity and the sheer volume of users. A good strategy is to start simply by creating a message that conveys the uniqueness and strengths of your brand. Reach out to your current customers and start the conversation. Encourage interaction and respond in a timely fashion. Think about incentives to increase engagement such as a newsletter, coupon or eBook. Eventually, start a group to discuss your area of expertise and connect with others via a Facebook group. Eliminate overwhelm by focusing on your niche market and combining your online persona with good, old fashioned, face to face networking. Once you begin to become more comfortable in the marketing space, take a look at other social platforms. Eventually, through trial and error, you will find the social combination that works best for you and your business.