Let’s Get It Started — Using Facebook to Build Your Brand

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Using Facebook to build your brand is actually fairly straightforward.

Let’s discuss.

(Scroll down to watch the Brown Bag Business Chat)

We’ll start with the good news.

Facebook has 1.55 BILLION active monthly users (proof).

“But wait!” you say, “How many of those users are active regularly, huh buddy?”

Excellent question grasshopper.

According to the same article, 1.05 billion Facebook users are daily users.

Ignoring the fact that maybe a billion people have a serious social media addiction, that’s a potential audience of a little less than 1/7th of the world’s population.

That’s an audience larger than the United States, Indonesia, Brazil, Mexico, and the Philippines combined.

An audience that uses Facebook every. single. day.

So, should you be on Facebook?

I’d say so.

But you already know that—that’s why you’re here.

Facebook Is the Size of a Massive Country—So Why Is It So Hard to Reach People There?

Now it’s time for the bad news.

Facebook is incredibly enormous (and let’s not forget, they own Instagram too, somewhere you probably want to be.)

However, actually reaching that enormous population is, shall we say…


You see, Facebook has this pesky algorithm, an algorithm that decides exactly how many people see your post.

It’s very complicated, it’s pretty secretive (because proprietary), and it takes many factors into account when trying to determine who gets to see your posts.

So, the first bit of really bad news—just because someone likes your business page doesn’t mean they’ll see your posts.

Facebook isn’t pay-to-play—you can get a business page for free (which you should absolutely do), and you can build your audience organically.

But it will be slow, it will be painful, and it will take a great deal of work. And even then, you’ll still only reach a small portion of that hard-earned audience with each post.

Facebook is pay-to-win, a concept from modern gaming which basically means that, yeah, you can play all you want without spending a dime, but you’re not going to do well unless you put way more time into it than a reasonable person would (or could).

You either put in money, or you put in time. This isn’t a video game—your business is on the line.

If you really want to make Facebook work for you, you need to put some money into it, in the form of ads and boosted posts.

Facebook Should Be a Part of Your Marketing Plan, But It Shouldn’t Be All of It

The real benefit of Facebook is that, with a relatively small monthly investment, you can reach a great deal of people.

And not just random people—Facebook let’s you get incredibly granular with your audience segments. You can reach exactly who you want to reach, and no one else.

Your money isn’t wasted on Facebook—you’ll reach your audience.

The question is, will you have something ready for them once you do?

This is where your website comes in (and content, and design). If you spend a bunch of money on an ad or a boosted post, but it has a terrible picture and copy written by your nephew who’s got two whole years of college under his belt but he’s not sure just yet what he wants to do with his life but he can kinda sorta write…

You get the picture—that money gets wasted.

And even if, by the grace of the marketing gods above, your post does start generating likes and shares, what good are those, objectively?

You Need a Website To Turn Likes And Shares Into Leads And Sales

You don’t get paid for a like. 1 share ≠ 1 dollar. Creating buzz around your business is great, but if you don’t have a place to send those people to learn more about your products or services, then your money isn’t doing a whole lot for you.

While you can send them to your Facebook page and you can make sales and even run a small business off a Facebook page, it’s not the best idea. It doesn’t exactly come across as legitimate. And Facebook dictates the terms. If they decide they don’t like what you’re peddling, they can shut you down.

With your own website, you can do whatever you damn well please.

Sticking with a Facebook page is like selling hotdogs from a hotdog cart—if it’s just you and you’re only selling 100 hot dogs a day, maybe it’s fine.

But if you’re selling 10,000 hot dogs a day from that cart, people are going to start going “WTF?”

Facebook can often be a good place to start—but you can’t stay there.

What The Experts Say

We spent 30 minutes talking to social media genius extraordinaire Robert Nissenbaum of Tactical Social Media about how someone with a small business can get into Facebook.

Watch the video to learn everything you need to know about Facebook for your small business.

Gaining Traction on Facebook is Tough — Get a Facebook Page Audit to Make it Easier

If you think you might have a problem with your Facebook page, well… I hate to break it to you…

But you probably do.

Thankfully, there’s a simple fix — a Facebook page audit.

Learn more.

Adam Fout

Adam might be a little crazy, but we love him anyway.   Weaving beautiful paragraph-baskets into blog posts ain’t easy, but we couldn’t think of a better job for a recovering tech writer.   Follow him on Twitter @adamfout2, LinkedIn, Facebook, or our blog if you like valuable information accompanied by snarky simplifications of complex subjects.


  1. Robert Nissenbaum on January 26, 2016 at 2:39 am

    Thanks for chatting Adam. There is so much value in Facebook when it’s used correctly.

    • Adam Fout on January 26, 2016 at 5:12 pm

      And thanks for being our guest! It was awesome, and we covered some really important topics for people who are just starting out.

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