I was recently working with a client who asked for my help to jump start her marketing for her speaking and consulting business. We started by assessing what she’s doing now, so that I could recommend a few tweaks to get her started. The first thing I noticed was that she did not have a Facebook page for her business – this was before we’d met in person, so I was very curious why she’d chosen to use Twitter, LinkedIn, and even Pinterest, but not Facebook, as part of her social media arsenal.
As we started to discuss her business, which is primarily focused on speaking and consulting with Fortune 500 companies, I started to think in the back of my mind that maybe Facebook wasn’t right for her. Then I asked the question – Why are you not on Facebook?
Her answer was simple, she uses Facebook personally and she thinks people in her target audience probably do to, but she just didn’t feel like it was the best place to promote (and spend time) for her business.
Usually I would say she should still have a presence there if only to stay top of mind with those folks. Then I realized, I was falling into the trap that I hate – the ‘shoulds.’
One of the first things I tell anyone who asks me for marketing advice is, erase all the ‘shoulds’ from your brain (Tweet this!). You should be making videos. You should be tweeting 5 times a day. You should be blogging. Even, you should be on Facebook.
The truth is, not all of those things will work for you, and you can get seriously bogged down just thinking about them. It’s likely you don’t have time to deal with all of those marketing tools anyway – and that’s just what they are, tools. Pick one good tool for the job, trying to use them all just isn’t necessary.
After catching myself about to throw a ‘should’ at my client, I realized she’s right. Right now, Facebook isn’t the best place for her to spend her time. She can utilize LinkedIn and Twitter to do what she needs to do, in the time she has to do it. A few pointers on how she can better use these tools, and we were both feeling good about ignoring the ‘should’ that says you have to be on Facebook for your business.
Social media is an amazing way to connect with your audience, to go where they are instead of trying to drag them to you. But, most nonprofits and small business owners have limited time, so use that time where you feel it’s worth it – sometimes that’s Facebook, sometimes it’s not. 6 months from now you might change you’re mind, and that’s ok too