Sales and Marketing - Jen Jordan

Should Small Businesses Still Use Facebook? 3 Questions to Consider

Facebook has been in the news a lot lately. Seventeen news organizations recently started publishing a series of stories and reports based on hundreds of internal documents released after a whistleblower came forward.

With sweeping allegations that the social media company ignores misinformation, mishandles violent or questionable content, and a range of other concerns, many small business owners wonder whether to continue using Facebook as part of their marketing strategy.

This is a very new and quickly evolving conversation, and there’s no "one-size-fits-all" answer. Still, some strategic questions can help guide your personal decision about using Facebook in your small business marketing strategy.

Does your presence on Facebook make business sense?

All small businesses should ask whether the time, money, and energy required to maintain a presence on Facebook is a worthwhile investment. Do you already have a respectable following on Facebook? Do you enjoy meaningful engagement with your audience leading to greater brand recognition and customer loyalty that positively affects your bottom line?

If you already have a valuable presence on Facebook, it may be in your best interest to continue using that strategy. On the other hand, if you only use Facebook minimally or even pay for ads with marginal results, perhaps it’s time to explore other networking and marketing avenues.

Take time to clearly define Facebook’s role in your overall marketing strategy to ensure it’s fulfilling its purpose for your small business.

How does your presence on Facebook align with your brand values?

At this point, it’s probably not detrimental for most small businesses to continue using Facebook. However, savvy small business owners are constantly thinking about building their brand values and trustworthiness. As more details come to light, some small businesses may decide that using Facebook is not in line with their brand values.

It may be helpful to spend time creating or updating the brand values for your small business, so you feel confident that your approach to Facebook aligns with your values.

Is your small business positioned to capitalize on any benefits from a Facebook presence?

A key factor to consider is "user intent." Facebook is designed to encourage users to scroll, like, comment, and engage in fun, entertaining, informative, or polarizing content. It’s a noisy environment that some small businesses are positioned to capitalize on well.

For example, if you sell a product that people might buy on impulse or out of curiosity or entertainment, then Facebook may be just the place for your business! On the other hand, not many people make an impulse buy from an electrician or plumber. They’re more likely to do a quick Google search in their moment of need. So, a local service-based business may be better off investing that time and effort in their Google My Business presence than on Facebook.

Small business marketing has always been somewhat fluid, constantly changing, and with varying opinions. The situation with Facebook is no different, and there truly is no "one-size-fits-all" approach.

All small business owners should feel released from any sense of pressure, urgency, or obligation to maintain a presence on Facebook or abandon their social media marketing efforts. It’s critical to honestly assess the role Facebook currently plays in your overall marketing strategy and consider whether you’re getting a good return on your investment in that strategy. There are many viable and affordable alternatives to market your products and services.

Works Cited

https://www.cnn.com/2021/10/25/tech/facebook-papers/index.html