Why Facebook is Important for Business
Remember a few years ago, when some were claiming that Facebook was a just “passing fad?” That idea almost seems crazy now, given how much Facebook has become ingrained in so many people’s lives.
As of the end of December 2012, Facebook has more than one billion active monthly users, 82% of whom are located outside of the U.S. and Canada. And these individuals visit Facebook quite frequently; 618 million users visit every day.
Facebook users are also using the site when they’re on the go; there are approximately 680 million active Facebook users who used a mobile device to visit the site as of the end of 2012. You can learn more about these statistics here.
So it’s not surprising that businesses have jumped on to the Facebook bandwagon as a way to find new customers and develop closer relationships with the customers they already have. Here are some of the reasons why Facebook is important for your business.
That’s Where Your Customers Are.
One of the biggest hurdles to success for just about every type of business is figuring out the best way to get your promotional message in front the people who are most likely to become your customers. Take another look at the statistics above – there’s a very good chance that a large number of your target customers are spending time on Facebook.
People are Already Comfortable Engaging on Facebook.
Trying to get someone to engage with you on your business website can sometimes present a bit of a challenge. People have become reluctant to initiate relationships with new websites (in terms of becoming a registered member or signing up for a mailing list, for example), and are often more comfortable sticking to what they know. This means that Facebook can be a great way to build a rapport with potential new customers, and show them that you’re a trustworthy business (and potentially get many of those individuals to eventually visit your business website).
Facebook Can Drive Traffic to Your Website.
While it’s possible to conduct your business solely through Facebook (we’ll cover that more in a later article), it’s more likely that one of your primary goals is to have your Facebook page drive more traffic to your business website. Getting Facebook users to “Like” your page, or to mention it (or link to it) on their own Facebook profiles may eventually prove to be a significant source of new traffic to your site.
Facebook Can Help You Learn More About Your Customers.
Having your business become active on Facebook can be a great way for you to learn more about potential customers in your market niche. In fact, it might represent the easiest way for you to begin doing this type of market research if you currently don’t do any. What types of individuals are “Liking” your page? How many of them visit your website, and how soon after “Liking” your page do they do so?
Organic Promotion is Free.
Finally, Facebook is important for business because many of the promotional opportunities that are available on the site are free. There are opportunities to use some of your promotional budget on Facebook and boost your exposure even more, but organic growth and promotion on the site can be done at no cost.
It’s important to remember that even as you look to get your business into the personal streams of individuals on Facebook, you’ll probably want to maintain some separation between your business activities and your personal ones. We’ll discuss that in greater depth in our next article.