Facebook used to be considered a progressive part of a brand’s marketing plan. These days, it’s not “progressive,” it’s an integral part of your plan. Consumers aren’t impressed with the fact you have a Facebook page for your business; expect you to have one.
Of course, merely having a Facebook page with your logo isn’t enough. Consumers also seek out social proof. In other words, they look for indicators that your business is thriving and responsive, including your number of fans, how often you post and how much your fans interact with your page.
As Facebook’s continued changes to its algorithm have made it harder to get consumers’ attention on this platform, many marketers have turned to paid advertising to help with fan acquisition. We use Facebook advertising for our own clients as well and think it should, most certainly, be included as part of your overall social media marketing efforts.