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Six good reasons not to use Facebook for your business

Editorial Staff
Publication: 

Lots of small - and not so small - businesses place their primary web presence on Facebook. While the social networking aspects can bring benefits, there are serious disadvantages.

 


  Facebook has taken hostile steps to make pages visible only to Facebook users. They do this by putting a banner over your content, insisting that visitors log-in to Facebook to see your page. When your customers who are not Facebook users try to visit, they are unable to see your information. Therefore instead of attracting customers, Facebook turns them away.

 


  Facebook makes presumptions as to language: not only does Facebook obscure your page for non-users, it does so in a language that it chooses dependent on the visitor's IP address. So if you operate an English language page from a country where English is not Facebook's chosen language, all the Facebook information e.g. as to login, etc., is in a language your visitors may not understand. If you operate a business focussed on ex-pats or tourists, say goodbye to them as soon as they visit.

 


  Facebook entries dominate search engines: if you have a Facebook page in addition to your own web site, Facebook's entries will be higher in search rankings than your own website. If you place all your product and content information on your website and use Facebook as a blog, then your visitors will be referred to your blog instead of to the place where you can make sales.

 


  Facebook is losing credibility: many people with discretionary income are leaving Facebook (and other social media) because of the time it takes up while delivering little benefit. Group chats on WhatsApp, etc., are taking over for closed group communications, largely because of privacy concerns. So your target market on Facebook is logging on less often, being more selective or leaving altogether.

 


  Facebook is so yesterday. As it has tried to increase its ecosystem to the point where no one needs to leave, it has become annoying. Worse, it has become a place where the vacuous far exceeds the valuable. Increasingly, for a business to have a Facebook presence at all, much less primary presence, is becoming a matter of negative issue.

 


  Facebook requires attention: you cannot be passive. If you don't post for a few days, people wonder if your business is still around; if you don't promptly answer messages, people get cross. Social media users expect instant gratification; website users much less so. Some companies have entire departments to manage their Facebook strategy: it's simpler, cheaper and more credible to turn the account into a tombstone announcement that it is just a placeholder to prevent someone stealing your brand and to run a proper website.