making sense of social

Why you shouldn’t set up a Facebook page for your brand

Contrary to popular belief it is not a good idea just to jump in to social media. It’s not important to “just be there” – you need to know why you are there. You need to have a clear understanding of what you want to put into your online presence, and what you want to get out. In other words you need to have a clear strategy for your online activity.

Having a Facebook page or a Twitter profile isn’t a means to an end. And simply stating that you want to “engage with your community” doesn’t count as a strategy. Engagement isn’t a strategy. It’s barely even an objective.

You wouldn’t just create a website for your brand. You wouldn’t start an advertising campaign without knowing first why you are advertising, who you are advertising to and what effect you want your adverts to cause. And you certainly shouldn’t start an advertising campaign as a silo; it needs to belong to a wider strategy that considers brand, tone of voice and long term goal. The same needs to be true of your ventures into social media, you need to plan for success.

Facebook and Twitter are channels, tactics, and you need to understand their role and place these tactics in your broader communications strategy. Until you are ready to do this, you probably should not set up a Facebook page or a Twitter profile


About the author

This post was written by Mike Phillips

Plannery type person with silly side projects. Not to be trusted.

Follow them on twitter: @imjustmike

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One Comment

  1. jmtl |

    true, but at the same time, you need to become active on these networks before you really know how to use them/how they will be of use to you. i think this nature requires a company to start a profile before they necessarily know what to do with it.

    that being said, there are plenty of people that think merely starting a profile is some form of achievement. to those people, i have one thing to say. commit to learning how best to use the tools or don’t use them at all.


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