In our social media marketing world, the option of using Facebook as your main site is coming up more and more frequently! I cannot tell you how opposed I am about this being a viable option.
I KNOW, Facebook is one huge party and there is nothing that cannot be done with it! If you listen to the current wisdom, you should tank ALL of your other marketing activities and spend all of your time marketing on Facebook.
If you are in the FB is the only option camp, you may be surprised to know that the other half of the people email me and ask me if they should do anything on it because it is not effective at all.
Seriously, Facebook and social media marketing in general is not the second coming, nor is it the devil incarnate. It is simply a marketing channel that most companies can use effectively as long as they have a clear vision of what they are trying to accomplish.
Why Facebook As Your Primary Site Is A Terrible Idea
I do not know if I am saying this strongly enough, but having Facebook as your only marketing focus is a TERRIBLE idea. Here are just a few of the reasons:
NUMBER ONE reason it is a bad idea – You DO NOT own anything on Facebook. Per the terms of service, Facebook has the right to cancel your account for any number of reasons that you have no control over. Our number one suggestion is to have a blog or website as your main hub as you have absolute control over it, can back it up and re-launch it if you need to. We have seen MANY people grow a large following, only to have to start over if their account is canceled.
Facebook changes A LOT – Because Facebook is the boss of you, they can change anything at the drop of a hat. Just recently they changed the entire platform that Facebook custom business pages are built on. They also changed how we can interact as humans and as our businesses (this time was a good change, next time maybe not so much).
Facebook is not Google – Consider your searching habits. If you are looking for something do you do a search on Facebook or do you go to Google? This is not to say there is not a lot of referral business going on on Facebook, just that it is not great at showing up on the Google.
So, am I saying that marketing on Facebook is a wasted effort – NOT AT ALL. What I am saying is that you should have a primary hub website or blog that is the focus of your marketing efforts and that Facebook should be one of the important things that helps drive traffic to that site!!! No social media marketing efforts are wasted, they just are not the only thing you should be doing!
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