NEW YORK – “Should your business be on Facebook?” asks CNNMoney.com, in an article where Fortune Small Business experts help small businesses navigate the cyber world of social media cites growing in popularity – and no, it’s no longer just for teens.
FSB experts responded to Jaci, a reader who asks if it’s wise for a small business to have a corporate page on Facebook, with the pros and cons.
“A lot of small business owners are asking themselves if diving into the social networking phenomenon will work for them and, if so, where to begin. If Twitter sounds like an obscure bird species and you think Facebook and News Corp’s MySpace are pretty much interchangeable, first take some time to read up on the latest social networking platforms and what they involve,” writes FSB.
According to Eric Weaver, vice president and managing director of the public relations firm Edelman Digital, many of his clients ask whether Facebook is a viable marketing tool, and he suggests that it “depends on the business and what it is trying to achieve.”
“Facebook has a large user base and lots of traffic, and is a great tool for building a social ‘mesh’: the digital web of connections between you and people you know,” Weaver told FSB. He also noted that Facebook isn’t a place for companies to buy and sell their wares, but to network and build an online community.
Weaver also suggests that if a business has “a great narrative” and “valuable content,” then put it online.
“Would prospects benefit from short video clips that demonstrate product usage or a helpful technique?” he suggested, adding, “Are you looking to show off photos of various products? …Does your audience benefit from regular informational updates? …Would your audience find interesting a talk program in which thought leaders discussed your industry? Create a downloadable, subscription podcast, so that listeners can tune in where and when they want.”
According to Heather Gorringe of sustainable living company Wiggly Wigglers, podcasting is what gave her a “eureka moment.” She used to spend about $220,000 a year on traditional advertising. Today, she saves significant dollars by podcasting her advertising for a $200 a week, as well as using social media tools such as Facebook and a blog on the Wiggly Wigglers’ homepage.
Alex DeNoble, professor of management and entrepreneurship at San Diego State University, told FSB that other small business owners could also benefit from Gorringe’s foray into social media. “You’ve got to do it very actively,” he said.