Agent for the Arts

Pros and Cons of a Facebook Fan Page

You never hear that there are potential negatives to setting up a fan page for your business, but there are. Of course, the pros generally out-weigh the cons, but that doesn't mean they should be ignored. Take a look at the lists below before jumping on board:

PROS

• More Searchable Content
  Wherever you can get your name and information on the web, you should. Search engines aren't biased; if they find fresh, relevant information on your Facebook page, it will appear right up there with the stuff from your website.
  
• More Links to your Website
  Every time someone creates a link back to your site, you're getting SEO credit. When you use your Facebook fan page to drive traffic to the original site, you'll get better search engine rankings.
  
• Measurable Word of Mouth
  Word of mouth used to be the vague, magical advertising method that everyone swore was making a difference, but no one was able to measure. With Facebook insights, you can see whenever people share your links and content with their friends.
  
• Brand Support
  FBML, or the customizable code that is currently available on fan pages, can be used to drive home your company's look and feel. Match your colors and messages to your website to maintain consistency in branding.
  
• 200,000,000+ People
  In 2009, Facebook leapt over the 200-million-user mark. In order to access that database, you have to be present.

CONS

• More Time or Resources
  True, Facebook is free - but your time is not. If you're going to do it right, someone within your organization has to commit to the proper amount of maintenance and updates. If you can't spare the time, you might have to spare the cost for a consultant.
  
• Open to the Public
  An open forum is not always a good thing. Before building a fan page, you have to accept that others will be able to comment and share their thoughts (or displeasures) about your business. Make sure you can provide quality customer service and open lines of communication.
  
• Relative Learning Curve
  If you just finished setting up a personal profile and you're overwhelmed at the thought of doing it all over again for your business, you know what I mean. In this case, maybe you can find a young professional (or family member or friend) who's willing to walk you through the necessary steps.

It sounds great up front, but make sure you and your employees are ready to properly manage a fan page. You already have the business and communication skills - sometimes it just takes a bit of translating to "social media language."

Does 'Slacktivism' Count?

Yes.

In case you haven't heard, slacktivism (sorry for misspelling it earlier as slactivism), is the term used to describe those who support causes and organizations through social media and internet tools. For example, a Facebook user who becomes a fan of the Susan G. Komen Foundation is a slacktivist. A friend of that user who 'likes' the status update is also a slacktivist.

But according to a great article in the Buffalo News, the term is also used to describe someone who donates to an organization via the internet. Kiva.org is an example of a site where users can donate as little as $25 to fund entrepreneurial ventures halfway around the world (if you check out this site, join the "Stuff You Should Know" team - great people involved there).

Slacktivism counts because it allows anyone and everyone to get involved in the things they care about. By getting involved, I mean everything from sharing or clicking a link to donating time and money. The littlest involvement used to be a dream come true for marketers - word of mouth! Now, that's become the easy part... today, it's about turning slacktivists into customers, donors, and volunteers.