Should I Do Business on Facebook?

This is a question I get on a consistent basis and while the answer is often the same, there are some things to consider before making your final decision. Can you do business on Facebook?  Should you be “on” Facebook?  Is Facebook good for my business? The answer is yes and no.

The reason is that Facebook is being viewed as something “new” when in fact, basic business principles should be used to ascertain whether the application can be used to further business objectives or not.  Once we start applying basic business concepts, it quickly becomes apparent whether Facebook is a suitable investment of resources or whether it is a waste of time.  Which it will be is going to depend on your individual business objectives and how well you use the tools around you, in this case Facebook.

First of all, understand what Facebook is – it is not a business tool per se, it is an online social network.  Be clear about this, the primary word here is “social” – bringing your business into these networks is like a car salesman gatecrashing a party with the deal of the day.  Online social networks allow individuals to share information and keep themselves abreast of developments within their social circle, which may be a social circle dedicated purely to family and friends, or may be a circle of contacts which have a common interest or may be a network of business and professional connections.  Primarily, Facebook is a social rather than a business networking tool (for a business online social network look at LinkedIn), and as a business active on the social networks you need to act carefully in order to not upset the indigenous users.

To answer whether Facebook is good for your business, ask yourself whether there are target audiences and interest groups which will help you acquire business?  You may be looking at acquiring business directly by selling to Facebook users themselves, or indirectly, by raising your brand awareness or using the network to provide market feedback on you and your products.  If the answer is yes you can achieve your business objectives of sales, marketing, consumer testing or whatever you have stipulated, then the answer to the original question is still not complete because Facebook is not the only tool available.

There are more online social networking sites than just Facebook; how does Facebook compare to other sites and should you be concentrating on just one site or spreading your efforts across multiple networking sites?

Facebook dominates demographics in the older age ranges, from the early-twenties upwards, and has assumed a dominant role in the amount of time surfers are spending on the internet.  In this regard, Facebook dominates the social networking scene with only comparable competition emanating from MySpace.  MySpace is geared towards the younger age range and has greater emphasis on social media channels such as video, music and has a more pop culture outlook. Facebook is more about sharing life events, photographs, maintaining contact with family members of all age ranges, friends and for reconnecting with lost contacts.  Business circles and connections do exist and are quite popular but Facebook is not primarily established for this and this can lead to some very damaging Facebook mistakes.  For purely professional and business networking, LinkedIn is the leader in this field though the membership numbers are significantly lower than the social networking sites.

To summarize, the real questions which need to be asked are:

1. Are my business objectives served or satisfied by using online social networks?


2. Which specific network will best serve my specific objective?

If you can answer “Yes” to the first question and “Facebook” to the second, then it is obvious that Facebook can help your business.  The issue will then become how you do this in practice, but that is a topic for another article. And while the answer for businesses to be on Facebook is usually no, there are instances where Facebook can help, but your time commitment and social commitment will need to be consistent and creative. So, now do you think you should do business on Facebook?

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