According to Pew’s 2015 report on social media, 72% of US internet
users – that's 62% of adults in the
US - are on Facebook. The majority of
Facebook users use it daily. According to PR firm Burson-Marsteller, 87%
of United Nation member countries are on Facebook. So is the POTUS.
Yet, I still get “the look” when I tell some
small-medium sized business owners, “you should be on Facebook.”
“Yeah.
I know,” the principle often says, sometimes shrugging and adding almost apologetically,
“my wife says that.”
(Yes,
I'm serious. I really have heard that. But I digress.)
“I Don’t Need a Facebook Page;
I Have a Website”
Years ago, when I first encouraged some
friends and business owners to create a business page, they weren’t all sold on
the idea.
“People get their news from Facebook,” I’d
say.
“I know, but they’re not looking to me for
news,” they’d say.
“That’s true, but you need to be in the
room," I’d reply.
“It just seems like a waste of time,” they’d
say.
“It certainly can be,”I’d agree. “But the effort will
pay off.”
“I don’t think it’s worth it,” they’d
say, nearing exasperation. “Especially since _(I don’t have anything to
sell/I’m not a celebrity/I have a website/insert other reason here)_.”
That's when I’d nod agreement and repeat, “you
need to be in the room.”
Very Comfortable Virtual
Gathering Space
Facebook is a room where the conversation is always in full
swing, where users visit day and night, ask their friends whether they'd
recommend certain plumbers, find out a favorite former teacher recently
passed on, and catch up with far-flung family members. It’s very social and in
that atmosphere, our guard is just a little bit relaxed.
We’re looking for advice.
We’re asking for recommendations.
In that room, the conversation is flowing and we’re receptive.
So, sure - you don't need to be on Facebook. I
mean, what business needs a friendly, receptive forum in which to share its
message?
Just How Nice is Your Website?
Of course, when Facebook users search for your business and
don’t find your Facebook Page, they may look for your website.
Or they may not, if a similar business pops up in their feed, and that
page appeals to them…I think the business term for that is "lost
opportunity."
Now, assuming said user goes off to find your
website, well – when they find it, it better be good.
Because for Facebook users (remember, that's 62% of adults in the US) the medium shapes their expectations. Facebook is a
friendly, engaging, comfortable place.
Newsflash: most websites aren’t.
So, when Facebook users encounter clunky,
less-than-responsive websites, “yuck” is a pretty common response. And “yuck”
dramatically increases bounce rates.
So yes, Virgil/Virginia, your business really does need a
Facebook page. Even in 2016, when Facebook is reportedly “over.” (Just ask Fox News if there’s any value in it.)
Facebook Maturing, Young
Audience Returning
Some of the more adamant “I don’t think I need
Facebook” folks will toss out the “common knowledge” that Facebook is no longer
popular, and cite a stat about the droves of young people who no longer use it.
Twitter, Pinterest, Instagram, Snapchat and
other forums have each taken a turn as the rising star of social media. It's
not Facebook's turn. Been there, done that. Snapchat is the undeniable winner
right now for reaching young (tween, even more so than teen) audiences. But
there is plenty of anecdotal evidence and empirical data suggesting that
Facebook has serious staying power.
Remember those rascally teens who jumped onto Facebook,
then departed when their parents showed up en masse? They’re back.
Facebook Group pages are one reason. Colleges and universities
are among the many organizations using group pages to reach young adults –
whether it’s professors posting that classes have been cancelled or clubs
sharing internship opportunities; as kids get older, there are new attractions
to the original social network. Many professional organizations use Facebook
groups to share news - a la LinkedIn, but with a more interactive nature (and
much better photo sharing capabilities). And let's not forget, Facebook is fun.
A Facebook group page is an almost-perfect collaborative tool grads can
use to plan a High School reunion. (So, if you’re a banquet hall or bar owner, and you don't have a page, you might want to get
started it. Now.)
The return of older teens/young adults has inspired several new
apps designed to clean up some of those teenage indiscretions on Facebook.
Because the kids who signed up in ‘04 and ’05 are now …drumroll please…
entering the workforce. And as Mark Zuckerberg’s sister has said, “even the most
incompetent HR manager can find and judge you based on your Facebook profile.”
And if that’s not proof that you and your
business should find your way to (or back to) Facebook, what is?
# #
Two things I should tell you: This post originally appeared on LinkedIn. And I manage Facebook pages for business clients. Get in touch with me here, on my website, or via Twitter.
Here's a fact that probably won't even score you a point in Trivial Pursuit: The Oxford English Dictionary adds new words every year, but more precisely, every quarter.
