Current wisdom says that every company must be on Facebook. The fear of missing out on something everyone else is doing has driven many companies to create a Facebook page because they were told they should – and then they didn’t know what to do with it.

Here’s the thing: Facebook isn’t ideal for every company. It has its uses, absolutely, but maybe it’s not right for you. Before you start a page for your business, or continue updating what you’ve got, stop and consider whether the time investment is worth it. After all, you’ve got other things on your plate.

Facebook square in pink with a thumbs down1) You don’t know how Facebook works.

By this, I mean of course that you need to know the mechanics of how Facebook works, yes. But I also mean that you need to understand the reason behind Facebook and why people use it at all. It’s a social network, and at heart it’s about connecting people with other people. It’s not about connecting people with your product or service. If that happens, great! But if every single thing you post is just selling, selling, selling, you’re going to lose the goodwill of the people who liked you.

Instead, try to give people a reason to visit your page again and again. Make it fun by interacting and asking questions, or give them interesting articles and information you think they’d like.

2) Your clients are unlikely to give you business through Facebook.

This is mostly true for no-frills businesses that offer products and services with no pizzazz. The not-sexy stuff. Think: mechanical widgets, industrial chemicals, and the like. Unless you can find a way to make otherwise dull products and services interesting, no one will have a reason to visit your page.

Think about how people use Facebook. They log on to see what friends are up to, check out some links, or maybe spy on an old crush. When they’re on it, they’re generally in social mode, not business mode. Even at work, they’re probably on Facebook to escape from their jobs for a few stolen moments. That means that their surfing won’t translate into dollars in your pocket unless it’s somehow fun for them.

Where does that leave you? Get off Facebook and go where everything doesn’t need to be fun to be worthwhile. Spend your time on business-oriented social networks, like LinkedIn, instead. That way, when you interact with people, you know they’re there for business.

3) You just don’t enjoy Facebook (and are unlikely to post regularly).

Let’s face it, if you don’t like being on Facebook, you probably won’t get on it much, which means you won’t post regularly – and posting regularly (not necessarily often, but regularly) is crucial. Big companies hire professional social media strategists to handle their accounts. Smaller companies, with smaller budgets, can find someone in the office who loves Facebook and actually enjoys handling the company’s page. But if you’re the only one who can do it, and you dread logging in to Facebook, then don’t do it! There are other places to spend your marketing time and money.

Silhouette of a man standing victorious on a beach at sunset

Facebook-free and loving it!

Despite everything I’ve said above, I’m not trying to discourage you from being on Facebook – far from it. Facebook is a great platform for many companies. And it’s true that because it’s so highly ranked, links back to your site are helpful for your rankings. But I’d argue that an abandoned Facebook page will hurt your brand more than help it, better rankings or not. If you don’t have the time or the resources to keep it updated on a semi-regular basis, consider skipping it. I’m letting you off the hook in case you’re keeping your page because of a belief that you have to have it. Well, you don’t. Let it go. Be free!

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