Facebook is the darling of the social media world. Everybody's there, so your brand has to be there.
Or does it?
While most brands are desperately trying to develop a Facebook strategy and build their presence and "likes," the reality is that a Facebook presence isn't the right thing for many brands to be focused on. For example, one of my clients has 1,500 or so Facebook fans. For the client's industry, 1,500 is a good number of fans -- but it pales in comparison to the half million website visits it has had in the first half of this year. Completely ignore the 1,500? OK, maybe not ignore -- but the client should recognize that what's really going on for its brand is happening on a much greater scale in other places.
So why do brands believe so strongly they need to be present? There are a lot of myths about Facebook that marketers don't understand. In this article, I'll take a look at those myths and make a case for why certain brands do not need to spend their time on Facebook.