3 Reasons Why Facebook Should NOT Be Your Brand’s Only Social Network

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Think Facebook is all you’re brand needs?  Think again!

Why Facebook Should NOT Be Your Brand's Only Social NetworkIn my work with small business brands, I hear from a considerable number of small business owners that limit their online social networking to Facebook.  Yes, just one platform.  Facebook.

It is true – Facebook is fun, and so easy because everyone is there!  However, the easy way is not necessarily the best way.  Don’t get me wrong: A social presence on Facebook, for most brands, is almost mandatory.  But to limit opportunities to one social network is a big mistake.

Why Facebook Should Not Be Your Brand’s Only Social Network

Rented Real Estate

Since Facebook’s IPO, it has been owned by shareholders.  Your brand does not own the space it occupies on the big blue platform.  So, your Facebook Page is on “rented real estate.”

Unlike your website and blog where you own it and make all the decisions, on free social networks, the landlords and architects can alter the plan at any time.  As a Facebook Page owner, you must go with the flow that someone else sets, and live with any new change whenever they are made.

As a brand, your interest should be in controlling as many cards and as much of your online real estate as possible.  Do you agree?

Different Strokes For Different Folks

Some are happy to converse in short, type-written exchanges.  Others prefer images, audio, or video.  One size does not fit all.  In turn, Facebook does not please everyone.  Said another way: All roads do not lead to Rome.

Strategic options to consider:

  • Twitter – Mobile-friendly, fast, relationship builder.
  • Pinterest – Highly visual, great content curating tool.
  • Instagram – Very mobile-friendly, visual, creative, fun.
  • Google+ – SEO friendly, full of effective business tools, also highly visual.

Your goal as a business owner is to attract as many customers and allies to your brand as possible.  It is logical that one social network alone would limit your avenues of social attraction.

Ships Do Sink

As with all things, nothing is 100% all of the time.  Especially when working with social networks and online technology.  Remember the last time Facebook was funky?  So do I!  ;)

If you place all of your social networking effort on one platform, you limit your brand’s options.  When it takes a rest, so must your brand’s social activities.

More importantly, you do not know when down times will occur.  It could occur even when you have a big promotion planned.  So, if all of your eggs are in one big blue Facebook basket, that promotion’s results could be hindered to a large degree.  Are you willing to give any one source that kind of control over your business?

The Value Of A Social Portfolio

Your website and blog should be your online headquarters.  Your social profiles should be outposts to lead your target market back to your online HQ.

When you nurture a social presence online, you are making an investment in your business, in your brand.  Any good investor diversifies his or her investment portfolio to allow solid and continual revenue streams.  The same care and effort should be taken with your business’ social portfolio.

Even Facebook does not put ALL of it’s energies on it’s own network.  It owns other social networks, and Facebook participates in online social activities so the brand name is present elsewhere online.

Shouldn’t you and your business brand?

Share, Share, Share

I’m curious to know your thoughts, and if you feel I have missed anything above…

Is your business brand active on more than one social network?  If so, which ones?

If you are comfortable with Facebook, but curious about others, what has stopped you from activating your account?

Please share your thoughts with me in the comments are below!  :)

If you like what you read and would like to see more from Keri Jaehnig, you can subscribe to my RSS feed or hop over to Facebook and write on my wall.

Image via Keri Jaehnig

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Keri Jaehnig
Keri Jaehnig is the Founder and CMO at Idea Girl Media, an international Social Media Marketing Agency. Keri helps business brands, non-profits and public figures achieve social media success and positive online reputation. Keri's work has been featured at Forbes and Social Media Today, Search Engine People, and she has been quoted by Business Insider. She also writes for her own blog at ideagirlmedia.com. In 2013 Keri received a Small Business Influencer Honorable Mention Award, and a commendation for Outstanding Attainment in Social Media from the State of Ohio Senate. Non-fat lattes, travel & quick wit make her smile, and Keri is always enthused to meet new people!
Keri Jaehnig

@kerijaehnig

Social Media Director & Founder @ideagirlmedia helping brands, public figures & non-profits achieve social media marketing success! #coffee #likeableblogs #Ohio
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Comments

  1. Thanks for the useful tipps, in our start up we currently only use FB but it is could to have also other options. I will talk with our Marketing people tomorrow about this.

  2. Couldn't agree with you more, Keri. Each platform has it's strengths and the trick is to match those with your goals.
    While we can't be everywhere, the platform and time we allocate to it should be prioritized according to the our own KPI's.

    My recent post Google Plus Picks of the Week

  3. Great points here, Keri! I wasn't looking at Facebook in this way, but makes total sense. I use most all for my business, but as I speak to clients thinking I need to re-word my thoughts here. Thanks.
    My recent post Week 3 – A Plus Blog Party – LAST WEEK

  4. Absolutely, Ray!

    We must play to our goals. And, we should also be spending our time proportionately to the return it is getting us. This should be evaluated periodically.

    Thank you for your comment,

    ~Keri
    My recent post Your Guide To Video On Instagram

  5. I totally agree with you! I didn't make a facebook fan page because I didn't feel like it was good for my target market. I have only seen a handful of people's that are active. I didn't want a vacant facebook fanpage. I see so many people that are only on facebook and that is it. I just think that is not good if you are really trying to market your business. You have to diversify. Thanks for sharing this with us

  6. I enjoyed your post, Keri and you are dead right. What guarantee is there that Face Book will still be around in five years' time? Remember Myspace? Who uses them anymore? I always tell my clients that their website should be their focus: everything focus around it.

    My recent post Two social media tasks you should not outsource

  7. Maketta,

    Thank you for sharing your thoughts.

    Yes, Facebook has a bit different cadence now, and maintaining an active Facebook page is more of a challenge. Though not impossible.

    You said it – Diversify!

    Lets see what comes…

    ~Keri
    My recent post Facebook Guidelines: Your Tool For Following The 20% Text Rule

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