Let me ask you a pretty basic question: Why?
Sure, Facebook Pages are great for some businesses – particularly those that cater to consumers – restaurants, stores, consumer products, etc. (The most popular page on Facebook after Barack Obama is Coca-Cola, with over 3 million fans).
It's an ideal way to engage your customers, offer them deals and put referral business on steroids.
But let’s say you’re a small business that sells widgets, software or other products and services that would cause my eyes to roll back in my head if you were to talk shop with me at a cocktail party. Think you need a Facebook Page? Think again.
I’m not saying that you shouldn’t jump on the social media bandwagon.
Just make sure you hit the hammer on the head and go to where your customers are really hanging out.
And guess what – they're probably not on Facebook if you sell products and services to other businesses (B2B).
But they ARE on LinkedIn. Most B2B businesses can find their customers in LinkedIn groups. And thanks to the six degrees (or less) of separation, you can likely find someone in your network who can introduce you to your key sales prospects.
Are you a telecom vendor? Join the Telecom Professionals Group (140,000 members strong). Does your company offer quality assurance and testing? Join the Software Testing & Quality Assurance Group (43,000 members).
Even if your company offers something as esoteric as mortgage software, your key staff could join the Mortgage Professionals Worldwide Group (7,000 members).
Then jump in and join the discussions. See what your customers are asking. Answer their questions and become a valuable resource for them.
I promise it’ll be a whole lot more worthwhile than trying to figure out what will engage your mercurial Facebook fans.
Free software release notes anyone?
I think I’ll take a pass.