Why You Should Remove your Facebook Business Page

Are you under the impression that, as a small business owner, you need to have a business page on Facebook? Think again. Social Media prefers people to businesses. Your Business Page can even work against you. Away with that page and rather boost your personal profile.

Take the case of that poor freelance event planner from England. I spoke to her at a conference where I was manning the Social Media Genius Bar. She had just closed a deal with an agency that would create a Facebook Business Page for her and would use it to advertise her business.

We advised her to:
1. Delete her Facebook business page and
2. Certainly not to use it for advertising!

Waarom Facebook Bedrijfspagina opheffen Why You Should Remove your Facebook Business Page by How Can I Be Social (HCIBS)

Social Media are for people, not for companies

Why is a Facebook Business Page a waste of time for small businesses and the self-employed? Very simple: Social Media prefers people to businesses. Did you know that every time you log onto Facebook, there’s an average of around 1,500 messages to be shown to you? Facebook filters and sorts these, and posts from people score far higher than business pages.

If small businesses want to be seen, this can only be achieved with paid ads. But here’s the thing: does it make you happy to see those ‘sponsored posts’ in your timeline? Enough said. And it even costs you money!

What do your contacts want? Personal attention!

What is the core essence of Facebook? Connecting people. Probably you already sell your services or products primarily through your personal network. Why does that work so well? Because business is done through personal contact. One-on-one interaction. That means you not only talk, but are also able to listen. This also applies to Facebook. Technically, a business page can’t invite people, praise anyone, or reply to messages. As a person, you can.

The Personal Profile does work

So what did I recommend that event planner? Use your Facebook personal profile for your business contacts as well. Post messages that are relevant to your network. Messages that will make them laugh, teach them something, or strengthen relationships. Add your top 10 dream destinations, or tips on how to select a great event app. But above all, respond to people when they talk about events or meetings, give advice and don’t be shy with compliments. In short, share your love for the profession.

Children’s Photos? Share them in a group

“But what do I do with all those great pictures of my kids?” asked the same event planner, crestfallen. There are other channels suitable for that. For example, make a Facebook or WhatsApp group for close family and friends and share your private business there. Of course, you can still occasionally share personal items, as long as it supports your professional image.

And be honest: surely as an entrepreneur you identify yourself powerfully with your work? If not, then perhaps you should pose yourself a very different set of questions rather than what to do with Social Media!

Transformation of visual content: from “Look at me!” to “Look at this!”

Visual content is booming on Social Media channels. Most updates on Facebook, Twitter and LinkedIn walls are photo’s, pictures and infographics uploaded from smartphones or shared from the web. Visual content often gets more awareness and provokes more interaction than written content. That is why platforms like Pinterest and Tumblr focus entirely on visuals – and they grow rapidly. What causes the hype about visual content? And why are Pinterest and Tumblr so successful?

03 Importance Visual Content online Social Media HCIBS Transformation of visual content: from Look at me! to Look at this! by How Can I Be Social (HCIBS)Why is visual content important?

There might be two main reasons for the increasing popularity of visual content. The first is: because we can! Since most people are equipped with smartphones and mobile cameras we can take pictures wherever we are and share them immediately. Platforms like Instagram make it easy to transform and edit your snapshots until they are fancy enough to share with your friends.

Second, visual content is easy to grasp. While it takes you some time to read and process a piece of text, visuals take the highway to your brain – you get the message within a second. Besides, when you scan your news feed with half of your mind somewhere else, an appealing visual is more likely to catch your attention than a written update.

The power of pictures

Certainly, the Social Media Giant Facebook knows too well about the power of pictures. Actually, it considered the visuals are so as important that it made the $736-million purchase of Instagram, the main competitor in mobile photo sharing. Now Tumblr and Pinterest offer the perfect platform for sharing visuals, which seems to be especially attractive for teenagers and female, young adults. While the total amount of Facebook users is declining for several months, Pinterest and Tumblr show a tremendous growth curve. How is this possible?

Tired of “Look at me!”

The reason might be that the content favored by users of Tumblr and Pinterest does not match with Facebook’s ecosystem of content. Good facebook updates are pleasant, funny and especially social activities. On facebook we tell our friends where we are right now, what we are doing there and who is with us – but it is me, who is in the centre of the pictures.

Facebook photos are bound to a certain time, location and activity and contain at least one name tag. Many users love this way of self-presentation. For others, this looks like a fragmented broadcast about the random and absolutely irrelevant activities of some acquaintance.

Interested in “Look at this!”

When you come to Pinterest and Tumblr you will see and feel the visual difference immediately. These visuals are often timeless, they show ‘things’ more often than ‘people’ and they express a certain ‘feeling’ rather than showing an ‘activity’. In these networks nobody cares about who you are, where your are and what you are doing.

Instead, we can focus completely on the content. We can share stuff that we like and it will be shared by others, who like it too. You most often don’t know the people you are following on Pinterest and you will probably never meet them. But it doesn’t matter, because this is not about you or them. It is about the stuff you both like.

What will the future of content production hold for us?

Social networks are not even 10 years old yet but they are evolving more rapidly than any other communicative device before. The visual content that appears on the networks can tell a lot about attitude and mentality of the users, which is valuable information when you design your own online presence. Therefore we will dedicate more blogposts on how to use visual content on social networks for design processes.

Verbeter je online presence met Social Media

Het is in deze tijd niet altijd even makkelijk om je bedrijf online goed onder de aandacht te brengen. Als je jezelf ‘googelt’ verschijnt je bedrijf op pagina 3 of 4 van de zoekresultaten (nadat je de zoektermen twee keer hebt aangepast). Je hebt misschien wel een Facebookpagina maar de ‘Likes’  willen niet echt komen. Je twittert wel een beetje maar de massale retweets komen niet op gang. Heeft het dan nog nut om tijd in je online kanalen te stoppen? Het antwoord is ‘ja!’, mits je het slim aanpakt.

Wat vinden mensen als ze je zoeken?

Social media zijn een slimme manier om je online presence te verbeteren. Met ‘online presence’ bedoelen we alle online locaties waar jij als merk of persoon in de vorm van tekst en/of beeld aanwezig bent. Facebook, Linkedin, Twitter en ander Sociale Media websites scoren altijd hoog in de zoekresultaten van Google. Mits (!) jij zelf zorgt dat je bedrijf ook goed herkenbaar is en dat bezoekers via de juiste links op de juiste plek terecht komen. En het mooie is: dat heb je helemaal zelf in de hand.

HCIBS Google Search Results Verbeter je online presence met Social Media by How Can I Be Social (HCIBS)Laat je ontdekken

Als je in de zoekresultaten helemaal bovenaan staat ben je vooral goed vindbaar voor mensen die gericht op zoek zijn naar jouw bedrijf of een door jou aangeboden dienst. Er is echter nog een andere manier om contact te leggen met je doelgroep: wordt ontdekt! Via het netwerk van jouw eigen Social Media volgers kan je de potentiële doelgroep behoorlijk vergroten. Ben je interessant en aantrekkelijk genoeg om bij een toevallige lezer onder de aandacht te komen? Dan is de kans groot dat hij over je profielen gaat klikken om naar meer informatie te zoeken. En misschien ook nog wel iets ‘liken’, ‘retweeten’ of +1en.

Social Media Worth of Mouth HCIBS Verbeter je online presence met Social Media by How Can I Be Social (HCIBS)Verbeter je online fitness

Hoe kun jij nou zorgen dat je beter te vinden bent? Hoe zorg dat jouw volgers over jouw updates gaan praten? En hoe kan je je Social Media kanalen visueel en inhoudelijk aantrekkelijker maken voor een toevallige bezoeker? Wij willen onze ervaringen en technische know-how graag met jou te delen.

Daarom organiseert How Can I Be Social (HCIBS), in samenwerking met de Amsterdamse evenementenlocaties De Nieuwe Liefde en het Westelijk Meterhuis, de komende tijd meerdere open trainingen ‘Social Media’. Deze trainingen zijn voor zowel starters als gevorderden uit de evenementenbranche. Klik hier om meer te lezen.

Geef een training aan iemand die hem verdient

Ken jij iemand die wel een training voor Social Media kan gebruiken? Jij mag namelijk een kandidaat voor een gratis open training bij ons nomineren. Post de naam van je kandidaat plus een spetterende motivatie op de HCIBS Facebook pagina. De persoon met de meeste stemmen en/of de beste motivatie wint de gratis plek in de training.

Aan wie zit je nu te denken?