I know: many of you are thinking: “what Facebook page?” It might be the biggest social media site on the planet, but the majority of business-to-business companies have singularly failed to take much advantage of the marketing opportunity which Facebook can offer. Although a few of you will work for companies with an active Facebook presence, I’d guess that the majority have either no page at all, or one which was set up a while ago and completely neglected ever since.
If you’re in either of those latter categories, it might be time to do something about it. I’ll readily admit that our own business does very little with Facebook other than post up a summary of new articles each month, but the statistics don’t lie: a lot of people look at that page. A steady stream of our website visitors come from Facebook too. If you’re prepared to spend time (or money!) appearing in third-party directories, it makes no sense not to spend some time creating and maintaining a Facebook presence, which at a minimum will perform the same function as a directory entry, but much better.
Of course, what attracts people to Facebook is something which can be awkward for marketing departments: the pages all have to be a set format. So you don’t have the freedom of design which you get with your own website? Sorry, but you’re going to have to get over that. There’s loads of good stuff online about how to set up a business page on Facebook, and how to make it look as good as possible. It’s something which none of us should neglect.