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Is It Time for Facebook Business Page Owners to Try a New Strategy?
By: Christine Geraci
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 It's not easy being a Facebook business page these days. And Facebook doesn't seem to want to make it easier any time soon.  
If you're a smaller page just starting out, the odds your fans will see your content are slim, even if that content is good. You want your content to be seen by more of your fans to boost your chances of engagement? You'll have to cough up the cash, either for Facebook advertising, fake likes, or a combination of the two. 
Well, odds are, being on Facebook in general is a good idea for a business, if for no other reason than the fact that one in seven people on planet earth are now signed up for it. (Let me add this disclaimer: You, or a reputable company with social media savvy you've hired, should be confirming that Facebook is a good idea for your business by surveying current customers and researching where the people you'd like to make customers are hanging out online). 
But does it make more sense for a business to engage customers on Facebook not through a business page, but through the authentic profile of a brand ambassador?
Hear me out: Because Facebook's Edgerank algorithm greatly favors authentic interactions by real people (as evidenced in part by how it penalizes posts from third party apps), perhaps it's worth it  for a business to try a different strategy: Designate (or employ) a person — or team of people — to be the face and voice of that company on Facebook. If people would rather interact with a person, and the business objective behind using Facebook is to generate leads and sales by sparking discussion, well...then why not?
Has anyone tried this? Did it work better than using a business page? 

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About the Author
Christine Geraci is the Social Media/Promotions Specialist at MVP Health Care in Schenectady, NY. Connect with her on Twitter @christinegeraci.
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