Typing ‘Facebook’ in Twitter search will produce many tweets linking to social media blogs claiming a Facebook page is essential to the success of your social media marketing plan. Even though Facebook directs more online users than Google, investing your time and money into creating a page may not be necessary.
Social media is very similar to media buying. You spend money on the type of media that is going to give you the best return on your investment. Some companies have no need for TV or magazine advertisements because their target audience listens to the radio.
It does not make sense, financially, for a company to spend money on marketing that will not generate a return on their investment. Just because a social media network is popular does not mean you need to join.
Having a Facebook page with 45 fans (35 being employees and the other ten spouses or friends), and links to your website is not going to generate new business.
Do the research. If your current customers don’t use a certain social media network, chances are you will not find new customers there either.
Facebook pages do not work for every industry. Spending time creating and maintaining a page that produces minimal or no results will just be a waste of time.
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