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5 reasons your brand doesn't need Facebook

Peter Platt
Social Media Posted on August 29, 2012
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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.

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Comments

Nick Stamoulis
Nick Stamoulis September 5, 2012 at 1:23 PM

"But the reality is, for most brands, you don't need to reach the whole world. You need to reach a select niche audience"

Couldn't agree more. I feel the same way about trying to go "viral" with something. You don't need to make a YouTube video that gets 1 million views. Even if it only gets 100 views as long as it's 100 of the right people than that video was a success.

Piyush Aggarwal
Piyush Aggarwal August 31, 2012 at 7:30 AM

Great observation and points shared by you Peter. I've encountered who lot of people who are more than keen to do FB ads and spend in social media because everybody is doing it as if their company's existence & destiny is depending upon Facebook. Nobody is thinking that if like all previous bubbles in history, Facebook also get burst someday, then all that effort and money they have spend in creating that brand community would go down the drain. The biggest concern according to me in putting too much at stake on social media ( be it on FB or Twitter ) is the lack of tangeability or permanence.