Think Facebook is all you’re brand needs? Think again!
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! :)
Image via Keri Jaehnig