This week, a leader of a local Main Street organization (that will remain anonymous) contacted us to ask a question about setting up their Facebook "page." Andy spoke with them about their needs and goals. Long story short and after lengthy explanation and urging from Andy… the contact said basically "we'll just risk it."
What exactly are they risking?
My friend, Cary Tyson, Director of Main Street Arkansas, knows the risks all too well and was willing to share his experience with us for posting here so you can learn from it – and hopefully avoid the risk. I think it is explained quite aptly in the following screen shot. Cary says he learned his lesson (and I believe that he has since he is a leader in social media application within Main Street circles).
Lately, Andy and I have been making every effort both individually, on this blog and in our small business seminars and social media marketing presentations to explain the difference between an individual profile page, a Facebook "page" and a Facebook "group." We don't do this just for fun – but because Facebook is so incredibly valuable (yes, dollar signs valuable). But only if used correctly.
There are two MAJOR problems to avoid when using Facebook to market and grow your business. The risks are simply too great:
1. Don't use a Facebook profile page to represent a business or organization. Individual profile pages are reserved exclusively for individuals. This is the worst possible mistake because it's a technical mistake and Facebook can simply, with no warning, eliminate your "mistake" aka business or organizational presence from Facebook along with all of your contacts, messages, marketing history, and so much more. It's business or organizational sabotage. There are more than 200 million ACTIVE Facebook users and growing daily. This is a real media with real big implication and opportunities. Facebook has generously provided a place for businesses and organizations to promote themselves at NO COST. And they have specifically said that they ban use of personal profile pages for business use. If you are reported and/or found out by their own systems, they will warn you and in some cases of blatant abuse, disable your page forever more. Read for yourself… here is what their terms of agreement say… if you violate, you do so at your own risk.
Again, the risk of losing contact with customers, supporters, etc. and all the related correspondence, endorsements, comments and viral marketing that goes along with Facebook. Don't be lazy… create a real Facebook page for your business or organization and keep the profile pages for yourself. In a future post, we'll unwrap the secret benefits, bells and whistles of having a Page. (Here's what Facebook says about creating a Page.)
2. Don't just "be on Facebook." Spending time on Facebook on your business' or organizations' time…without a clearly stated strategy and goals is a recipe for disaster. Without a strategy – a purpose and reason and endgame for using this media – you are just simply WASTING TIME and will NOT see measurable results. Time is money and wasting either is a bad plan. Instead, take time away from Facebook to think through your strategy for it. How will Facebook help you accomplish your business goals? How should you use it, communicate on it, share within it? What brand and image are you projecting? How will your organization grow and develop because of use with Facebook? I'm telling you – your customers are there. It's just a matter of using the power of Facebook to your advantage. Once you know your strategy – write down measurable goals – and post them where you can see them. Don't get distracted – stay on track with your use of Facebook – all while being a human and building real relationships. Keep your endgame in mind and don't ever let the addiction take hold and waste your time and money. Stay focused and you will make money and find success on Facebook.
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